Being Successful when you Go Global is presented by Webcertain.

Ultimately, whether you’re going global or just selling to customers in a 10-mile radius, understanding your audience, what they need and where they are is the fundamental key to victory in your battle to get more leads.

At Webcertain, we think we know our audience: Digital marketing conference attendees love to relax and network over a drink or three after a long day of learning. So as sponsors of the first night’s networking reception at UnGagged Las Vegas, we hope you had a great evening and enjoyed a drink, or three, on us.

We also know that when you are targeting multiple languages and markets, finding out all of the nuances and differences that make each audience tick and understanding the landscape of each country is an exciting but scary challenge. And that’s before you even start communicating!

Don’t panic, we’re here to help. Our mind-blowing annual Global Search Report covers 50 countries and provides a quick, easy-to-read overview of the key search trends and behaviors in each market. We’ve selected a few of the most significant and interesting insights to share with you here – but the full report is free to download.


China has the biggest internet population in the world, with a staggering 721.4 million people online. That’s almost three-quarters of a billion people! And these people are not using Google. Instead, home-grown search engines are flourishing in its place, with 76.3% using the main search engine Baidu. Other local search engines make up the rest of the search engine market share, with 8.8% using Haosou, 5.6% using Shenma and 4.2% using Sogou.



India saw the biggest internet user growth in the world in 2016. A massive 108 million Indians have come online in the last year; that’s a huge 30.5% increase compared to last year. The growth means that India now has the second biggest internet population in the world, with 462.1 million Indians online.


Although Google reigns supreme in most of Europe, this is not the case in Russia. Instead, home-grown Yandex has the biggest market share, accounting for 56.4% of the search engine market. Google trails behind in second place with just 37.1%, with local alternative taking third place with 5.5%. Yandex is perhaps so popular because it was the first search engine to truly grasp the complexities of the Russian language and understand its (Russian-speaking) users’ intentions.


Norway is on the list as it boasts the highest internet penetration levels in the world. An incredible 98% of Norwegians are online, more than any other country in the world. In real numbers, this equates to 5.1 million internet users out of 5.2 million Norwegians overall.



Whilst Google is the top search engine in Japan, with 62.7% of the market share, its lead is not as strong as it is in most countries. Yahoo Japan is also a strong player, accounting for 32.8% of all searches. Bing takes most of the remaining searches, at 4%.


Nigeria saw the strongest internet user growth in Africa in 2016. The internet population has grown by 4.1 million Nigerians in the last year, a solid 5% increase on the previous year. This means that 86.2 million Nigerians are now online. And with internet penetration levels at just 46.1%, we can expect this upward trend to continue well into the future.

South Korea

South Korea is another country where Google’s dominance is far from assured. Although Google does have the largest market share, with 72.2%, home-grown Naver is also going strong, accounting for 21.2% of all searches. Another local search engine is Daum, which hoovers up 3.5% of searches.

Hong Kong

Hong Kong

It’s a similar story in Hong Kong, where Yahoo has a 16.7% market share. Although this somewhat pales in comparison to Google, who lead the way with 80.7%, it is a significant enough chunk that digital marketers should take note of it. When looking at tablet searches, Yahoo takes a 20% slice of the pie.


Latvia is on the list as it is the only country in the world with a shrinking internet population. Year-on-year internet user growth was -0.5% in 2016, equivalent to 6,700 fewer people online. The reason behind this fall lies in the population numbers of the country overall; Latvia’s population has dropped by 0.75% over the last year.

Czech Republic

And finally, the Czech Republic is home to another popular local search engine. Home-grown Seznam accounts for 16.2% of searches in the Czech Republic, with this proportion rising to 18% when looking solely at tablet searches and 17% when looking solely at desktop searches. Google takes the lion’s share of searches, accounting for 80.8% of all searches.

To get more in-depth insights, download the report and get access to Webcertain’s Know-How platform, which is full of reports, guide, videos and online courses to support international digital marketing expansion and growth.

And for those UnGagged attendees who are looking for some support with international campaigns, we have a further offer of 20% off your first order with us! Maybe you just need some keyword insights or landing page copy, perhaps you need a review of your geo-targeting strategy or your international PPC campaign structure, it could be website copy that you’re looking for – whatever it may be, Webcertain’s team of digital specialists cover 44 languages and have the native knowledge and expertise to make a difference to your global performance. What are you waiting for? Get in touch today!