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In the UK, Google were the overwhelming winners this month with a relatively large gain in search volume compared to previous months. Across the pond, the same can’t be said as the market stagnated, with Microsoft’s Bing seeing a very small increase this month.
According to figures from Hitwise, the month on month search engine market share figures for the UK makes very interesting reading. It was only a couple of months ago that Google’s grip on the market appeared to be loosening (if only slightly), with Bing being the captors of any lost ground. However this trend didn’t continue for long and Google had started to see normality being restored.
May saw a gain of 0.22%, whilst June saw a gain of 0.21% for the search giant [See: Search Engine Market Share Statistics – June 11]; however the figures for July have seen Google smash their previous gains with a 1.07% month on month gain to take their share to 91.52% of the market.
The effect this has had on other search engines market share is particularly interesting. For example, Bing, Ask and ‘Other’ search engines have all lost varying ground to the search overlord. Bing was the biggest loser, having lost 0.94% to take their share to a mere 3.03% this month. After a promising start to the year, more so in the US than the UK, Bing’s growth has come to a juddering halt in recent months, with July seeing their biggest loss of the year.
Ask have lost 0.03% from last month to take their share to 1.35%, with Yahoo being the captors of the small percentage to take their monthly share to 2.52%. Finally the ‘Other’ search engine category that was picking up small gains month on month has also seen a tumble thanks to Google’s massive gain this month. ‘Other’ search engines have lost 0.13% from 1.71% in May to 1.58% in June.
The big changes are only evident in the UK markets, as the US markets have been particularly stable by comparison. According to figures from ComScore, across the board it’s as you were from last month, with the exception of a small gain for Microsoft’s Bing and a small loss for AOL.
Bing’s rise in market share appeared to plateau last month; however this picked up again in July as they increased their share by 0.30% from 14.10% in May to 14.40% in June. AOL’s small 1.50% of the market in May was reduced even further in June by 0.10% to 1.40%. Whilst this doesn’t seem a lot, for an ailing search engine, a 0.10% loss isn’t great news.
For the rest of the search engines, it’s businesses as usual. Google still have the majority of the market with 65.50%, whilst Yahoo has a healthy 15.90% of the market. It’s the second month running their market share has remained stagnant. Whilst this doesn’t really make incredibly optimistic reading, I guess it could be a lot worse for them.
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.
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