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Top 2%, Naver in the Korean search market <Source: Statics/Korea Search Market> Google accounts for 90% of the global search market. Although Google ranks first in market share in nearly 200 countries, there are still four countries where it does not have a monopoly. They are China, Russia, North Korea, and South Korea. According to Statics, a consumer data company, 56% (approximately 25 million people) of Korean online users use Naver. Google is following closely behind with a 35% market share. In fact, the majority of Koreans use Naver to search for information, watch news, and even make shopping and payments all at once. Naver is aggressively expanding its base from a search portal to the content, commerce, and fintech markets. Naver has now grown too far to simply be dismissed as a ‘search engine.’ So why does Naver have such a strong hold on the search market ? 01. Late opening of Korea’s search market At one time, Korea blocked access to Google and other search engine sites for security reasons. This is because the Korean government was negative toward foreign search engines until the 1990s and early 2000s.
Thanks to this, Naver was able to establish itself stably in the domestic search market in 1999. On the other hand, Google entered the Korean market in 2012 after sending web spam experts to Korea to persuade the Korean government. 02. Korea-specific information From Special Data the beginning, Naver has had a local-focused system. Because everything from the search algorithm to the content was built based on the Korean language, it provided more relevant results than Google, which worked to its advantage. <Google and Naver results for restaurants in Bokdae-dong, Cheongju> I searched Google and Naver to find a restaurant in Bokdae-dong, Cheongju-si, Chungcheongbuk-do. In terms of number of recommended restaurant reviews, Naver has 271~999+. Google's difference ranges from 6 to 413. Also, unlike Google, Naver additionally displays tags for restaurants and other nearby places as categories.
Through the example above, you can see that Naver provides more diverse content than Google if you specify the search term precisely by region. Naver SEO is definitely different from Google. This time, we will look at the features that Naver has. As a leader in the domestic search market, it seems safe to say that this is a series of efforts Naver has made. If you look at each strategy and its significance, you will naturally become aware of strategies that are effective in the Korean search industry. 01. Community To fill the gap with Google, Naver has adopted content created by users (bloggers) from the beginning and introduced Naver Cafe and intellectuals. These models served as an opportunity for Naver to gradually build up content and further function as another community. • Naver Blog Naver supports anyone in the public to call themselves a creator. Any user with a Naver ID can open a personal blog in an easy and convenient way, and if there is a topic you want, you can start posting without any expertise.
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發表於 2024-1-9 15:25:58
