Step-by-step Guide to

Updating the WorldPR Global Leadership Ranking 2018©

Western Perception Index (cumulative)

Go to Google Advance Search.   Narrow the search results by region for each Western Power listed at the top of the columns (e.g., USA, Canada, UK).   Move across the sheet column by column.   Work down each column row by row, looking up the number of hits in that region for [“name of country”] for each country or political entity listed down the left-hand side of the sheet.   Finish one column in its entirety before moving on to the next.

Skim the first page or two of results for each [“name of country”] to determine if there is a pattern of irrelevant hits.   If there is, further narrow the results to reduce the number of irrelevant hits using search operators.   Irrelevant hits frequently encountered include “New Jersey”, “New Mexico” and “Georgia (US state)” in the “Jersey”, “Mexico” and “Georgia” results, respectively; “turkey” (the bird) in the Turkey results; and “Michael Jordan” or “Air Jordan” (Nike trainers) in the Jordan results.   Note that what triggers irrelevant hits on a significant scale varies from country to country.

For countries with compound names that reflect discrete political entities (e.g., Bosnia & Herzegovina, Trinidad & Tobago), search for both entities using [“country name” OR “country name”] to generate the most realistic count.    Do not do this for singular entities such as Sao Tome & Principe or Turks & Caicos Islands.   Use this strategy and the one described above as needed throughout the workbook.

Results should be entered in millions (i.e., 44,900,000 hits = 44.9), with an average score calculated from all columns to determine each country’s ranking.   This can be done quickly and easily on Excel:

Results from a country’s own Google should be discounted and marked as “N/A” (i.e., hits for “Belgium” in the region “Belgium” should be discounted).   Do not use “0”, as that calculates in the average whereas Excel ignores cells with N/A.

Finally, colour code the countries according to trading group membership.   For clarity of communication, use the same colour coding scheme throughout the workbook.


Western Perception Index (hits in the past year)

To calculate the country ranking based on hits for the past year, repeat the above exercise but ALSO narrow the results by last update.   This can be done by going to the “last update” pull-down menu located below the “region” pull-down menu on Google Advance Search and selecting the option for “past year”.


Trading Group Perception Index

The trading group partners of each country, already listed in the Excel, should be confirmed since there are many candidate countries whose status is pending.   Trading groups are colour-coded on the worksheet, with a key at the bottom of the page for ease of reference.

NB: some countries aren’t in a trading group and have been left at the bottom of the ranking without an average and are footnoted accordingly.   International Financial Centres are not included in this index.

Where X is a country, note the number of hits in millions for “X” in each of X’s trading partner’s Googles by narrowing for that trading partner by region on Google Advanced Search.   Calculate the average for all of X’s trading partners.   For example: Mexico’s trading partners in NAFTA are the US and Canada; “mexico” in the “united states” region returns 884,000,000 hits and “mexico” returns 11,100,000 hits in the “canada” region, so Mexico’s Trading Group Perception Index average is (884 +11.1)/2 = 447.55.

South Sudan and East Timor (Timor-Leste) are not listed as regions on Google Advance Search, so these values should be entered as N/A and footnoted accordingly.

Start with the EU countries, since they take the longest and you will already have some of the results handy from the Western Perception Index.   Be sure to limit your search for irrelevant “hits”, as described for the Western Perception Index above.

Sort by trading group to create a within-group “Trading Group Perception Index”.


Major Trading Partners Index

Use the same methodology as the Trading Group Perception Index, except without the creation of within group rankings.   Major trading partners for each country change over time and should be double-checked against the CIA Factbook for each country.    (   Enter hits for a maximum of ten major trading partners (export only) per country.   For countries that do not have their trading partners listed on the CIA Factbook, use the trading partners listed for that country on
 or   Be sure to limit your search for irrelevant “hits”, as described for the Western Perception Index above.


Investor Perception Index

For each country, enter the hits for [“name of country” “investment”] in the United Kingdom, United States, and Hong Kong regions in Google Advanced Search respectively (again, in millions) and rank them by the resulting average.   Be sure to limit your search for irrelevant “hits”, as described for the Western Perception Index above.


Tourism Perception Index (by receipts)

Countries should be ranked according to the most recent figures for International Tourist Receipts (in millions of $US), which can be found on the UN World Tourism Organization website ( or   The information for the International Financial Centres and other locations can be found on the World Bank website (   Countries with insufficient or no available data should be left at the bottom of the ranking and footnoted accordingly.


Tourism Perception Index (by number of visitors)

Use the same methodology as above, except enter the figures for tourist arrivals given on the websites noted above.


Historical Footprint

Countries should be ranked according to the total number of hits (in millions) for their name on the Refseek search engine (   Be sure to limit your search for irrelevant “hits”, as described for the Western Perception Index above.


To access the WorldPR Global Leadership Ranking 2018©, please visit here.
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