U.S. to Overtake Saudi Arabia, Russia as World’s Top Energy Producer


Oil derricks like this one outside of Williston, North Dakota, are part of a shale oil boom that has helped put the United States on track to overtake Saudi Arabia as the world’s leading oil producer.
Photograph by Gregory Bull, AP
In an indication how “fracking” is reshaping the global energy picture, the International Energy Agency today projected that the United States will overtake Saudi Arabia as the world’s largest oil producer by 2017.

And within just three years, the United States will unseat Russia as the largest producer of natural gas.

Both results would have been unthinkable even few short years ago, but the future geography of supply has shifted dramatically due to what IEA calls America’s “energy renaissance.” To credit are the sometimes controversial technologies like hydraulic fracturing of shale and deepwater production that have enabled the industry to tap into abundant, unconventional sources of oil and gas. New energy frontiers have opened in North Dakota and Pennsylvania. (Related: “ Natural Gas Stirs Hope and Fear in Pennsylvania”)

The bottom line for the United States is fulfillment of a goal that eluded seven presidents over nearly four decades: energy independence. The U.S., which imports 20 percent of its total energy now, will be come largely self-sufficient by 2035, concluded the IEA’s annual World Energy Outlook, often viewed as the Bible of the industry. Add in Canada, which has its own unconventional production boom in Alberta’s oil sands, and the continent is set to be a net oil exporter by 2030.

“North America is at the forefront of a sweeping transformation in oil and gas production that will affect all regions of the world,” said Maria van der Hoeven, executive director of the IEA, a Paris-based organization charged with maintaining global energy security.  (Related Interactive: Breaking Fuel From Rock)

Catching Saudi Arabia

U.S. imports of oil are on track to fall from 10 million to 4 million barrels per day, Fatih Birol, IEA’s chief economist and the main author of the report, told a London news conference. However, he added, increased domestic production, including biofuel, only accounts for 55 percent of huge reduction in imported oil. The other 45 percent is due to the ramping up of improving federal fuel efficiency standards for cars and trucks.

According to IEA, by 2020, America’s oil production will reach 11.1 million barrels per day, up from 8.1 million in 2011. Saudi Arabia’s production, meanwhile, will decline from 11.1 million to 10.6 million barrels per day. The renewed U.S. reign at the top of world oil producers may be short-lived. By 2025, IEA projects, U.S. production will slip back to 10.9 million barrels per day, but Saudi Arabia’s will have increased only to 10.8 million barrels per day.

The picture on natural gas is even more dramatic. By 2015, the U.S. should be producing 679 billion cubic meters (bcm) of natural gas, up from 604 bcm in 2010. That will be enough to edge out Russia, where production will be increasing too, but projected only to reach 675 bcm in three years. By 2020, the spread between the two nations will widen, with U.S. production of 747 bcm, well ahead of Russia’s forecast 704 bcm. The U.S. should become a net gas exporter by 2020, the report adds.

No Country an Island

“The global energy landscape is changing rapidly, recasting the roles of countries and fuels,” van der Hoeven said. What is happening in North America will certainly affect other countries worldwide, she added. “No country is an energy island.” For example, as America’s need for imported oil declines, Asia is rapidly taking up the slack. The report estimates that by 2035, fully 90 percent of Middle East oil exports will head for Asia. That’s a shift that will require Asian countries to put more resources toward keeping strategic shipping routes of oil secure. “There is a major new trade axis building between the Middle East and Asia,” Birol said.

Indeed, Iraq alone will see its exports to Asia jump from 50 percent of output to 80 percent. (Related: “Iraq Poised to Lead World Oil Supply Growth, but Obstacles Loom”) The IEA reiterated its forecast last month that Iraq’s production of oil would jump from 3 million to 8 million barrels per day by 2035, helping the war-torn country leapfrog over Russia to become the world’s second largest exporter of oil, after Saudi Arabia.

Another effect of the altered energy landscape are large variances in natural gas prices. A few years ago, global prices of natural gas changed little from region to region. But natural gas prices in Europe are now five times higher than in the U.S., and Asia’s are eight times greater. However, van der Hoeven said, as more gas becomes available globally for exports, that should push prices down outside the United States, too.

Demand Still Growing

The overall demand for energy worldwide should grow by a third between now and 2035, the report said, from 12,380 million tons of oil equivalent (Mtoe) in 2010 to 16,730 Mtoe in 2035, an increase driven by the rise in living standards in China, India and the Middle East. The share of demand for energy in the developing world will jump from 55 percent in 2010 to 65 percent in 2035, powered by China, which will see its demand for energy increase by 60percent over that period. (Related: “Pictures: A Rare Look Inside China’s Energy Machine”)

Demand for energy in the mostly wealthy developed countries that make up the Organization for Economic Cooperation and Development (OECD) will essentially be flat, IEA projects. Use of coal and oil to meet that demand should drop to just 42 percent from 57 percent today.

The IEA chided world governments for failing to do enough to improve energy efficiency, saying that two-third of the economic potential to improve efficiency is not being realized. If those efficiencies were tapped, it said, total energy demand between now and 2035 could be halved, without any decline in living standards.

Globally, demand for fossil fuels will continue to grow in absolute terms through 2035, but together their total share of the energy mix should drop from 81 percent to 75 percent. Worldwide demand for oil is forecast to grow to 99.7 million barrels per day in 2035, up from 87.4 million last year, with China alone accounting for half that amount.

By 2035, the IEA said, the price of oil is expected to be $125 per barrel in inflation-adjusted terms, though the nominal price is enough to induce sticker shock in 2012: $215.

Global natural gas demand should increase by 50 percent to 5 trillion cubic meters (tcm) in 2035. Within OECD countries, gas is overtaking coal as the fuel of choice for generating electricity. In the U.S., for instance, the amount of electricity generated by coal has fallen from 50 percent to 32 percent in just a few years. Although use of coal will continue to fall in the U.S., Europe and Japan, overall demand for coal should still grow by 21 percent through 2035, because of increasing use in China and India.

particularly Germany and Japan, are cutting back on nuclear power in the wake of the 2011 accident at Japan’s Fukushima Daiichi nuclear plant, nuclear power is still expected to account for 12 percent of global electricity generation by 2035, thanks to increased use of nuclear power in China, Korea and Russia.

Electric generation from renewables should grow from 20 percent in 2010 to 31 percent by 2035, IEA projects. Within OECD countries, most of that growth comes from increased wind energy production, while in non-OECD countries, hydro power is the main source of clean energy. Growth in demand for renewables, including biofuels, are still largely driven by government subsidies, the report said. Last year, those subsidies totaled $88 billion, a 24 percent increase from 2010.

Overall demand for electricity will skyrocket by more than 70 percent by 2035, reaching 32,000 Terrawatt hours (TWh), with almost all that increase coming from non-OECD countries, with China and India alone accounting for half of it. Prices for electricity overall should increase 15 percent by 2035, but some regions will pay much more than others. In the U.S., for instance, average household electricity prices in 2035 should be around 14 cents per kilowatt hours (kWh), while Europe’s will average closer to 25 cents per kWh. That big difference in the cost of electricity will likely give American industry a competitive advantage over European rivals, Birol said.

Amid its forecast for rising energy demand and production, the report, unsurprisingly, does not paint an optimistic picture of efforts to contain greenhouse gas emissions. IEA projects that energy-related carbon dioxide emissions will rise from an estimated 31.2 gigatonnes (Gt) last year to 37 Gt in 2035, which could cause a long-term average temperature increase of 3.6 degrees Celsius. In a nonbinding accord signed in 2009 in Copenhagen, nations agreed that the scientific view was that the temperature rise should be limited to 2 degrees Celsius, but efforts to forge a global agreement to cut fossil fuel emissions have been unsuccessful. (Related: “IEA Outlook: Time Running Out on Climate Change

This story is part of a special series that explores energy issues. For more, visit The Great Energy Challenge.

Sources: Thomas K. Grose in London  For National Geographic News

Related post:
South-East Asia in the frontline of US containing China rise? 

Enterprise SEO Strategies for 2013


Can you believe it’s almost 2013 already?  That means looking at the future of your marketing plan and the new elements at play.  In the world of Online Search, the impact is real and immediate.  A well planned SEO strategy and digital marketing campaign can make sure your organization remains viable against competitors and increases business margins. Investing in advertising with no distinguishable ROI is a thing of the past for most brands.

The problem with Enterprise SEO Strategy is that it can sometimes overwhelm marketing executives. Executives wear multiple hats and don’t have the time or energy to delve into the nuances of technical implementation or stay on the cutting edge of Search Engine algorithm updates and results enhancements.

In order to help large brands and marketing executives make educated decisions in prioritizing search, we have provided a list of the top 3 strategies enterprise SEO campaigns need.

  1. Business Unit & Organizational Alignment – Is your marketing team setting one KPI after another?  Do they live in silos that don’t cross promote sales opportunities? Do you have a clear understanding of where you want to send visitors for particular keywords? Stop the madness!  It’s time to take a step back and really start to integrate across your own teams (whether they be internal, agencies, or both).  Set up a keyword governance strategy so that each business unit understands what their targeted keywords are, why they are targeting them, and how those differ from other business units.  The very nature of this priority alignment and the communication of KPIs allows for strategies that will drive visitors to the appropriate web pages and other digital assets. This also allows business groups to promote each other instead of diluting focus by competing for similar or identical goals.
  2. Technology Changes & Implementation – For those of you operating internationally, do you struggle to manage site content across multiple country code top-level domains?  Do you know if your Content Management System is creating parameters that are causing duplicate content or auto-generating pages in an attempt to provide scalable development? You must have an understanding of how your enterprise technology systems are going to play into your SEO strategy. SEO implementation has to be prioritized in the enterprise marketing plan.  IT departments are notoriously resistant to change, an increase in workload, and being assigned tasks where they can’t see the direct value. The Search Engines change rapidly and developers need to be willing and able to adapt.  SEOs also need to do a better job at explaining why the work is important and what the outcome of the work will be to improve buy-in.  When considering your enterprise search strategy, ask yourself these questions: (1) Do you have a large e-commerce system that generates dynamic URLs that vary based on the entry path? (2) Do you have a translation management system that translates all of your content to all regions? (3) Have you updated your translation glossaries to reflect your localized keyword priorities? If you haven’t thought of these questions yet, you probably need to revisit your global search strategy.
  3. Understanding The Changing Search Landscape – Search changes fast. There were over 20 major updates in 2012 and many minor adjustments. According to Google’s Matt Cutts at SES San Francisco 2012, their engineers are continually working on new updates. Google algorithm updates, like the Panda & Penguin updates, have real search engine impact and have negatively affected the bottom line revenue for many businesses due to lost rankings.  It’s not enough to mitigate risk; brands need to be forward thinking and stretch their boundaries so they aren’t outpaced by competitors.

“You can never avoid people thinking that SEO is an effort to game the system or Google. Many tricks worked in the past, but as Google tries to continuously improve the quality of search results, many tricks do not work anymore. Being successful in SEO these days involves thinking along the lines of great customer service, offering great products and services, being a thought leader, and building brand advocacy online. Eventually this all helps out in building rankings as you gain more natural links that would not be affected by the Panda and Penguin updates.”  – Benj Arriola

Businesses have an opportunity to expand their organic search footprint by getting up to speed with the new enhancements.  Consider the following areas:

  • A renewed focus on thought leadership, content marketing, and social media
  • Managing your Google+ brand page and Google+ Places pages for multiple locations
  • Determine how your organization will use Authorship tags
  • Determine how your audience can engage with your brand on a Google Hangout

If you haven’t at least begun to investigate these strategies, you’re falling behind the curve.  Start to embrace the Google+ world. It’s not going anywhere and users are beginning to adopt it.  Even more importantly your search visibility can be enhanced by rolling out a strategy that makes sense for your brand and locations.

Search will continue to drive traffic for enterprise organizations.  How much traffic really depends on the organization’s alignment, grasp of technology, and flexibility to adapt to the changing environment. 2013 is sure to be exciting, are you ready?

Brent GleesonBrent Gleeson, Forbes Contributor

I write about entrepreneurship, leadership, and digital marketing.

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