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Optimization techniques are highly tuned to the dominant search engines in the target market.
The search engines' market shares vary from market to market, as does competition.
In 2003, [[Danny Sullivan (technologist)|Danny Sullivan]] stated that Google represented about 75% of all searches.<ref>{{cite news|url=http://www.usatoday.com/tech/news/2003-08-25-google_x.htm|title=The search engine that could|publisher=USA Today|accessdate=2007-05-15|date=2003-08-26 | first1=Jefferson | last1=Graham}}</ref> In markets outside the United States, Google's share is often larger, and Google remains the dominant [http://www.unmatchedsolutions.co.uk/seo/free-search-engine-optimization.html search engine worldwide] as of 2007.<ref>{{cite web | url=http://searchenginewatch.com/showPage.html?page=3625072 | author=Greg Jarboe | title=Stats Show Google Dominates the International Search Landscape | publisher=[[Search Engine Watch]] | date= 2007-02-22 | accessdate=2007-05-15 }}</ref> As of 2006, Google had an 85-90% market share in Germany.<ref name="grehan-1">{{cite web|url=http://www.clickz.com/showPage.html?page=3595926|title=Search Engine Optimizing for Europe |author=Mike Grehan|date=April 3, 2006|accessdate=2007-05-14|publisher=Click}}</ref> While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.<ref name="grehan-1" /> As of June 2008, the marketshare of Google in the UK was close to 90% according to [[Hitwise]].<ref>{{cite news | url=http://www.guardian.co.uk/technology/blog/2008/jun/10/googleukclosesinon90mark | author=Jack Schofield | title=Google UK closes in on 90% market share | publisher=[[The Guardian|Guardian]] | date= 2008-06-10 | accessdate=2008-06-10 | ___location=London}}</ref> That market share is achieved in a number of countries.<ref>{{cite web | url=http://googlesystem.blogspot.com/2009/03/googles-market-share-in-your-country.html
| author=Alex Chitu | title=Google's Market Share in Your Country | publisher=[[Google Chrome OS|Google Operating System]] | date= 2009-03-13 | accessdate=2009-05-16 }}</ref>
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