US Based Software Giant Appoints Search Laboratory


Ian Harris

Executive Chairman



One of the world’s largest infrastructure software companies has appointed a Yorkshire-based company to manage its Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) campaigns.

Novell, based in Waltham, MA, USA known for its infrastructure software including SUSE Linux Enterprise. This is an operating system in use by businesses worldwide that has specific requirements for its search marketing campaign, including multilingual SEO and PPC management and localisation of online advertising that Search Laboratory will now provide.

Search Laboratory Ltd. won the contract against strong competition. Initially, nine different suppliers were selected and narrowed down to four before Search Laboratory was appointed.

The company’s multilingual experience was vitally important in its selection. Its UK base was also influential because normal UK working hours overlap with both the China/Asia continent and also the West Coast of America.

“Despite Search Laboratory’s credentials, it was a difficult decision to choose a non-US company to deliver such an important service,” says Kim Eaves, Director, Electronic Marketing at Novell.

“It was a big decision for us to choose a European supplier,” says Eaves.”US companies were determined to get our business and their proximity to our office was a point in their favour. Our main objective was to increase relevancy and visibility for Novell and our products, and increase sales.Search Laboratory’s demonstrable multilingual experience linked to a high level of IT expertise was a key factor in achieving that.”

The mulitilingual PPC and SEO campaigns developed by Search Laboratory will focus on Novell solutions, which enable large enterprises to lower cost, manage complexity and mitigate risk.

Search Laboratory is working with Novell to supply SEO and PPC campaigns on nine core languages initially, followed by a possible five languages in the future. Search Laboratory will conduct considerable research into the way that people search electronically for Novell services in each country, and how their initial search can be converted into an enquiry.

Ian Harris, Managing Director of Search Laboratory Ltd., says:”Winning this contract with Novell against such strong opposition is a great achievement for a relatively young company based in Yorkshire.We were able to bring to the table very specific expertise that will help further promote Novell products and services worldwide.”

For more information visit

Get the latest digital marketing insights delivered to your inbox