Unique international trends require a unique marketing approach

It’s that time of the year! That time of year when we all agonizingly optimize for holiday shopping behavior, do our best to navigate complicated family dynamics and read countless end-of-year lists.

SEL reporter Amy Gesenhues recently summarized the annual release of Google’s “Year in Search” for 2017, and there were some interesting takeaways. (Not the least of which was that the “Malika Haqq and Ronnie Magro” query didn’t make the Top 10 Searches Overall list — admittedly, I have no idea who those people are, but their names sure are fun to say!)

Lists of this nature are intended to be simple, fun, and (to be candid) easy press hits. But there’s actually an important and applicable lesson to be distilled here, too. These “Year in Search” lists are representative of the searching populace; the lists communicate the interests of the collective audience. There certainly was no shortage of compelling stories in 2017, but the subjects included in Gesenhues’s piece are what drove the most engagement in this country.

[Read the full article on Search Engine Land.]

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Brendan McGonigle is the Director of US Business Development for Yandex, Russia's largest search engine. Prior to joining Yandex, Brendan spent several years building and growing VacationHomeRentals.com until its acquisition by Tripadvisor. After a stint with Tripadvisor, Brendan joined Yandex to assist US-based companies with their business in Russia and neighboring CIS markets. When he's not chatting digital and collecting cross-Atlantic airline miles, Brendan enjoys running marathons, hiking and pumpernickel bagels.

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