Google’s supremacy of over search usage continues as it commands more than 65% of the US market. Microsoft’s Bing has been attempting to take the fight for market share to Google with a series of acquisitions and investments (notably the Yahoo! deal whereby Bing powers Yahoo!’s results). Collectively, Bing-Yahoo! is now serving 32-35% of all search results for US searchers.
While Google enjoys more than 2/3rds of the US Search market share, their share internationally is a different story that ranges from complete market dominance to modest share contingent upon the country. Bing has recently concluded a deal with the Chinese search engine, Baidu for providing English language search results, while Google has withdrawn completely from China, the largest Internet market in the world. Depending on the country, either Google or Bing-Yahoo! is the preferred search engine for mass reach, although there are certainly independent market leaders such as Yandex in Russia, which operate with 64% market share.
We consistently hear feedback from our customers, and have witnessed firsthand the power and value of Bing-Yahoo!. This should not be taken as a broad generalization, however; a reminder to all of us that Google is definitively the priority engine to optimize for, although businesses must continue to review and understand visitor and conversion analytics by search engine source to ensure how each engine impacts your business. Continuing to maintain and increase prominence on Bing-Yahoo! is a smart move, although just like a Google, the objective of measuring ROI on an engine-by-engine basis needs to remain the same.
A further search development which directly affects the US market is the fact that Mobile search is growing rapidly. The battle lines over search have merged into the war for smart phone users and mobile devices, such as iPads and tablets. Google acquired Motorola for $12.5 billion in August in a deal which now gives Google handset manufacturing capability as well as a slew of technology patents. Optimizing rankings on relevant keywords is becoming increasingly more important to be displayed on a mobile device, as it is on a traditional PC.
RankPay is constantly watching trends across our portfolio of keywords in order to optimize our platform and services, relative to search volume. Fortunately, relevancy of results is continuing to improve, and the way in which consumer search and devices are used to search is evolving by the day. Therefore, keep spending time with Google Analytics to see how search volume is changing, and how that relates to your site engagement and ultimately conversions.
The good news for all of us invested in SEO is that search volume continues to grow by the minute as consumers expect search results to deliver the right solution in real-time… everytime.