Companies undertaking search engine optimisation activities must look beyond national borders if they are to expand their businesses, according to one expert.

Writing for Search Engine Watch, Andy Atkins-Kruger highlighted statistics that showed the major growth in online activities is taking place outside of established markets such as the US and the UK.

He noted that, where at one time American users made up half of internet traffic, today that is down to 12 per cent, noting China will soon have twice as many internet users as the US, despite a market penetration of under a third of the population.

Mr Atkins-Kruger also stated that the fact that Nigeria is now the tenth most connected country means "we can no longer pretend Africa doesn't exist in our world".

The expert concluded by observing that "there will soon be no such thing as 'international search marketing' – there will just be 'search marketing'".

It was also revealed this week by Gartner that the number of people with internet enabled smartphones has grown by 72 per cent globally in the last year.

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