Local versions of search engines are a craze from the business point of view. It is seen as a new unchartered territory. Advertisers and Online ventures are attracted to them like bees to honey pot. Every one wants a targeted audience and localization of search engine means targeted viewers. Which converts to more probable candidate for clicks (read greater click through rate). So where does it leaves us.
Ads have been the main source of income for Webmasters and Bloggers and will remain so in the near future. And this to a large extend decide the smartness of blogger. No offence, but I have seen a lot of blogs with nice content lying without any ad revenue (I know some bloggers personally and commenting via experience and not guessing). On the other hand I have also seen shitty blogs which churns out no valuable content for months but earns a lot from it (totally my experience).
Assuming both types of blogs getting same amount of traffic in all respect (demographic, sex, industry and other parameters), we can bottom down the earnings to one simple point. How well the blogger knows its audience?
Why not go global…??
While every blog / website wants to be a global player, the competition over there is tough. And getting acceptance as a global destination for a preferred content is microscopic.
Targeting local market has a number of benefits. The first being refined audience base. The target audience for a local search engine would be known by a blogger / webmaster before hand. This in turn would help to churn out more quality content for the specific audience base.
Secondly, the market would be less competitive compare to the global scenario. Aiming at the top 3 results for a search term becomes much easier. This results to a large number of search engine referrals.
Finally, a mixture of both refined audience – targeted content and less competition together gives you greater clicks (read more income).
Win-win situation?
This is a dicey question. Getting your share of local search engine referrals and tailoring your content for them is the easy part. And the need for the website / blog is served. This same formula can be applied to the advertisements.
Example: No use having international flights discount on a website reviewing local travel destinations. Since most of your traffic is from the country itself, why not check similar offers in domestic arena for more clicks? Not a great example but you get the point.
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