Tuesday, March 24, 2009

The value of listings in multiple languages

Nelso concentrates on two "niches" in the local search market: high quality data collected by our own staff, and offering listings in many languages.

We recently ran the stats for who is looking at our business listings, and in what language they are using Nelso.

Traffic to Czech business listings by language of user

In one of our most popular markets, the Czech Republic, less than 50% of page views are from locals (i.e. in Czech). Almost a quarter of page views are in English, and the remaining 30% are made up of many languages, including Danish, German, and Russian. Thus, our listings in the Czech Republic would be worth less than half as much if we didn't support so many languages.

We suspected that the Czech Republic might be an exceptional case. Prague is a very popular tourist destination, and so one would expect that many users looking for businesses would not be locals.

Traffic to Danish business listings by language of user

But our stats for our Danish business listings suggest otherwise. Denmark does get its share of tourists, but we expected almost all our local search traffic to be from Danes (i.e. in Danish). However, Danish-language traffic to our Danish business listings makes up only slightly more than half of all traffic, with English, Czech, and German making up more than 25% of all traffic to DK business listings.

We're headed to New York in May, 2009 to start photographing businesses in Manhattan for the Nelso sites. Is it possible that more than 50% of the traffic to these new listings will be in languages other then English?

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