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Croud takes a look at Google’s recent fall in search share2 min read

2 min read

In last week’s news it was announced that Google faced another hiccup as search share slipped below 90% in the UK during October. According to Search Engine Land it’s the first time in the last five years that Google search market share in the UK has ever dipped below 90%. So what does this mean for the future of paid search; is everyone jumping the Google ship in favour of Bing? Is the end nigh for Google?

Well hold on a second!


Although the Guardian has taken quite an extreme look on the decline by saying: “Watch out, Google: if last month’s search share loss carries on, then by February 2016 Microsoft’s Bing will have overtaken you.”

It is not necessarily all doom and gloom for Google at the moment as there are certainly some considerations to highlight.

Firstly it is important to remember that Google is the lead search engine in the UK. By looking at the figures it technically was a small drop of 1.41% from the previous month search to 89.33%. Experian Hitwise says “18 times more searches are conducted on Google sites than on all other search engines.”

External factors also need to be noted, for example the October’s launch of Windows 8, which uses Bing as the default search engine – may have been a factor in Bing’s share increase. Also it’s a good idea to look at Google’s position in the rest of the world.

Croud’s director and ex-Google relationship Manager, Luke Smith, comments:

“Much can be learnt from the US, in which the Yahoo/ Bing Network have a more respectable 78% market share but interestingly CTRs and CPCs are significantly higher.”

It’s also worth noting that Google is a distant second in both China and Russia, where local products Baidu and Yandex enjoy the dominant position.

So the decline in search share certainly doesn’t mean the end is nigh for Google. It will be interesting to see how Google’s search stats proceeds in the next few months but until then Croud recommend taking the same considerations as usual when looking into paid search.

Luke sums up Croud’s method:

“For Croud it’s about whether a particular channel delivers ROI for a client, so Yahoo and Bing should always be explored and considered.”

If you are interested in our Paid Search services, see our PPC pages, and don’t hesitate to get in touch with any questions.


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