Top search engines
With over 70% of the search market share, Google is undoubtedly the most popular search engine. Additionally, Google captures almost 85% of mobile traffic. The large traffic potential makes Google a viable option when aiming to capture organic or paid search — the downside, of course, is almost everyone is competing for the same traffic.
Plus, recent changes to Google’s algorithm, like featured snippets, aim to fulfill users needs directly on Google, so they don’t need to click any links. These changes, and Google’s popularity, might make it hard for you to capture the website traffic you want.
Bing, Google’s biggest contender, rakes in 33% of U.S. searches and also powers Yahoo, the U.S.’s third biggest search engine. Bing’s search pages look remarkably similar to Google’s, with the same categories and a similar white background, with blue links and green URLs. However, Bing additionally offers “Rewards”, a program that gives you points when you search or shop on the engine, and then allows you to redeem those points for gift cards, nonprofit donations, and more.
Baidu is China’s largest search engine, capturing over 75% of China’s search market. The search engine looks similar to Google (besides being in Mandarin), with a white background, blue links, and green URLs. Like Google, Baidu aims to incorporate more rich features in the SERPs.
If you have an interest in appealing to the Asian market, Baidu is a good option to consider. However, the search engine censors certain images and blocks pro-democracy websites, so if you’re comparing search results, you’ll find a more comprehensive results list on Google.
Admittedly not the sleekest search engine interface, Yahoo still manages to capture fourth place in our list, with a little over 3% of the worldwide market share. Yahoo is powered by Bing, so search results are incredibly similar between the two search engines. However, it’s still an important search engine in its own right, with over 600 million monthly users on mobile and one billion total users.
If you’re aiming to capture Russian traffic, Yandex is your best bet, with 65% of total Russian search traffic. Yandex is also popular in Ukraine, Kazakhstan, Turkey, and Belarus. The search engine is available in two languages, English and Cyrillic. Plus, it offers a cloud storage service, so users can search for their files from Yandex’s search bar.