Brand protection needs more than Google search

​Google went down around the world the other week - leaving many of us without access to search, docs, slides, meets, and even classroom!
Most people use Google to search for everything, infact Google has an 88% share of the global search market. This matters when Google goes down but also when tracking online brand infringement.
This is because Google is how people search and yet what you and I are likely to see in Google differs a lot even if we search for the same thing. The results we get depend significantly on current location, and this is especially true if we are in different countries.
However online brand protection providers do not give you the perspective of what, the Swedish local user sees, more that of a US user trying to see what is in Sweden, and in English. It is important to understand that local versions of Google results differ depending on where you are searching from.
Remember that Google is always trying to deliver the best customer experience with its search engine. If you type ‘lawyer’ into the search bar you expect the results to be within your local area. So Google Spain and Google France will show different results so a user in London will not see the same results as one in Madrid. This issue is compounded by language differences.
When trying to keep on top of brand infringement risks this fact becomes very important because otherwise infringements will go undetected and yet online brand protection providers do not take this into account. That is until Lexdech came along. With Lexdech you are able to search as a local does and in local language, meaning our results will enable you to pick up infringements other providers just cannot reach.

Happy 2021​