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Yahoo achieve ‘artificially’ inflated market share in the US, whilst Google extend their UK search engine market share to 91.7%.
Slight rises for Yahoo and Bing in the UK (to 2.51% and 3.02% respectively) were eclipsed by Google’s continued dominance of the search market, growing their share to a lofty 91.7%.
Jumping the divide over to the US and it is a different story entirely. According to the latest comScore figures, Yahoo is the search engine in the ascendency. Gobbling up a further 0.8% share of the overall search market, Yahoo! control 17.7% of the US market; second only to Google who command a diminished share of 64.4%.
However, these figures might not be all they seem. Celebrations at Yahoo HQ might be slightly curtailed, as it has subsequently been established that the search numbers have been skewed slightly by Yahoo’s introduction of the slideshow functionality.
Unfortunately, as you flick through various images generated for searches on Yahoo news, each page is recorded as a search. So whilst the pages clicked on may have increased, the actual unique searches (which account for the bulk of their income) may be significantly lower [for more information see: How Yahoo Boosted Its Search Market Share With Pictures | Mashable].
Here there is far less contention. According to Experian Hitwise’s latest figures the status quo has very much been maintained over the past month. Google have consolidated their position as Britain’s favourite search engine, growing the share of the market by 0.5% to 91.7%. Bing is still outgunning Yahoo, but only just.
Bing now holds a respectable 3.02% stake in the UK search market. This is a 0.05% increase, which is in tandem with Yahoo’s 0.06% jump to 2.51%. Unfortunately for the YaBing alliance, those increases still don’t come close to matching Google’s efforts in the same period.
So it has been a positive – picture assisted – month for Yahoo. Again, as much as anything though, their dubious success probably works to highlight how difficult it is to accurately determine true search volume. No doubt all search engines have their subtle intricacies that could contribute to their figures.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.