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There were differing fortunes this month for the search engines in both the UK and US markets. In the UK, Google have gained a small proportion of the market, taking back some of the share they lost last month. All other search engines lost ground to Google in the UK, with the only exception Ask who saw a small rise.
In the US, Google were on the receiving end of another loss, for the second month in a row. Along with AOL they relinquished 0.30% and 0.20% of the market respectively; with Yahoo, Bing and Ask all benefiting with slight market gains.
Looking at the UK search engine market first, Hitwise data indicates that Google and Ask were the biggest winners with relatively small gains, 0.22% and 0.07% respectively. For Google this means their share now stands at 90.88% in the UK market, for Ask they have a relatively meagre 1.44%. Last month we reported that Google had seen a significant loss of their market share, giving up 0.86% of the market with Bing being the biggest benefactors picking up 0.84% [See: Search Engine Market Share – August 11].
This month it is Bing, along with Yahoo and ‘other’ search engines who have lost ground on the big player that is Google. ‘Other’ search engines lost 0.06%, Yahoo lost 0.07% whilst Bing were the biggest losers with a 0.16% drop. Just when we thought Bing was beginning to build up some momentum, the shift of power swings firmly back into Google’s grasp. This is in spite of Bing apparently being a more effective search engine, as recent statistics have shown [See: Is Bing A More Effective Search Engine than Google?]
In the US, according to figures from ComScore, it was Google who in fact lost some ground. They gave up 0.30% taking their share from 65.10% in July to 64.80% in August. This is the second month in a row where they have relinquished market share, with 0.40% being lost last month.
Whilst Google don’t need to be overly concerned at present about their market share in the US, after all they do represent a significantly large volume, it is worth noting that since the start of the year, they have nearly dropped 1% of the market share. When you consider the volume of searches being made a 1% drop can represent a large amount.
With the market being more competitive in the US, it’s interesting to see how Yahoo and Bing have performed. Both have seen rises this month, Yahoo seeing a 0.20% rise and Bing climbing 0.30%. When you consider that these search engines have joined forces both in the US and across Europe [See: Yahoo to Finally Integrate Bing Search in Europe] it does make things a lot more exciting for the search engine landscape.
Finally Ask have increased their share from 2.90% in July to 3.00% in August, whilst AOL have seen a 0.20% drop taking their share to just 1.30% of the US search market.
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.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.