2012重要趨勢 - 搜尋引擎最佳化 (SEO) 日、韓成熟潮

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社交媒體影響搜尋排名
交媒體的應用在日、韓地區愈炒愈熱。據comScore報告,單是日本去年錄得30%的増長,而韓國則有10%。例子如Facebook,自去年1月錄得150%升幅。Facebook對Google搜索甚具影響力,社交媒體亦已成為SEO成功的重要元素。

流動電話的發展對SEO的影響
外,日本的智能手機用家已達 一千四百萬 (佔總人口11%),而且去年與手機相關的生意的増長亦比任何一年高。在韓國現時有二千萬智能手機用戶 (即佔總人口40%)。Google的網上報告亦指出,韓國智能手機用戶平均每人下載42個apps,是全球第二高數量的國家。

由於智能手機的應用持續増長,日本出現了更多流動電話通用的網頁或為流動電話而設的網頁。網頁數目的増多,令SEO的工作要做得更好才可突圍而出。日、韓手機用戶利用電話搜尋資訊比利用電腦搜尋的人數更多。因此,流通電話的商業活動的收入也不斷增加,SEO是獲得更高投資回報率的重要因素。

優化地域搜尋
美國40%的搜尋都包含一些本地的內容,如城市、國家或其他本地化的查問。日本人更喜歡在路上搜尋,因此利用Google搜尋器搜尋資料去年有一倍的升幅。韓國亦然,去年也錄得一倍的上升。
由於流動搜尋愈見普及,搜尋器亦可按IP地址得知客戶所在地,從而提供身處地的各項相關資訊,因此改善SEO 對生意十分有利。

SEO Matures in North Asia; Key Trends for 2012

Social Influencing SEO
Taking the top five social media properties in Japan, the usage growth this year in these platforms has been an astounding 30 percent according to comScore. And in Korea it's grown by 10 percent. Facebook alone in Japan has seen 150 percent growth since January. We are starting to see Facebook pages rank in Google for competitive terms. 

Advertisers who pay attention to the social developments in these markets and make concerted steps to integrate these social signals into their SEO program, site structure, and general marketing plan will do well next year.

Redefining With Mobile
Currently the smartphone audience in Japan makes up around 14 million people or 11 percent of the population. In Korea this number is slightly higher at 20 million subscribers (40 percent of the population). Smartphone users in this region report an average of 42 apps downloaded on their phone, according to Google. This is the second highest number of any country they have results for.

2012 will see even more explosive growth in mobile, particularly in Japan as the subscriber base is smaller there. We will start to see the ramp up in development of both smartphone friendly and smartphone dedicated sites, particularly on the corporate side as they start to realize the power of a dedicated mobile site. As more mobile content gets produced there will be a need to optimize these pages for SEO. Especially in markets like Japan and Korea where the percentage of searches on mobile is higher than PC. Also, revenues from mobile commerce will increasingly take center stage, and with it, SEO will be recognized as a key figure, if not the key figure in achieving ROI.

Behavioral Shift to Local
Today in the U.S., just about 40 percent of all queries have a local intent, meaning searches now include any combination of city, state, neighborhood, Zip code, or other "local qualifiers" in their query. In Japan, search queries on Google Places this year has more than doubled as people have increased their on-the-go search. 

Already local search results show users a different search results page depending upon their IP address location. With mobile phones it's much easier for Google to know the exact location of the user and serve her very targeted local search results. This will be a huge opportunity next year for local businesses of all shapes and sizes to optimize their content for SEO and pull in this potential local audience.

SEO has grown up. It started this year, and will continue in 2012 to be much more influenced by the social, mobile, and local movements. Companies that successfully address, understand, and act on these movements will have a head start next year in the race for SEO excellence in Asia.

Source: ClickZ.asia
Image: Amehare

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