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Bing Beaten in the Global Search Stakes


Bing might be slowly catching Google in the European and US search markets, but Microsoft’s hopes of global search dominance took a substantial hit last December, according to a new report from ComScore.

Despite a range of (mainly anti-Google) advertising campaigns, Microsoft’s search engine has dropped to 5th place in the global search market, thanks to a strong showing from the Chinese and Russian market leaders.

Google obviously take the top spot with 65.2% market share, followed by China’s Baidu search engine. The Bing-powered Yahoo! search comes third, with Russia’s Yandex (which commands a 60% share in its native land) sneaking into fourth:

Global Search Engine Rankings

(Number of queries and percentage of market share in November and December 2012)

  1. Google – 114.7bn queries, 65.2% market share
  2. Baidu – 14.5bn queries, 8.2% share
  3. Yahoo! – 8.6bn queries, 4.9% share
  4. Yandex – 4.8bn queries, 2.8% share
  5. Bing – 4.4bn queries, 2.5% share

Well regarded search engine blog Search Engine Watch is claiming that this could be proof that the search and online economy in Russia is developing quicker than many users have predicted – a factor made even more important by a slight decline in the US search market over the same period.

However, we’d like to remind readers that Yandex and Baidu have little to no audience in the UK, which is where our customers primarily do their business. And the top search engines in Britain are Google and Bing, with the latter expected to grow locally following the wider adoption of Facebook Graph Search.

So unless you’re shipping to Shanghai or the Urals, we’d advise that you keep your SEO tightly focused on the search engines that will generate enquiries in your area. Because that’s the best way to get a return on your SEO investments.


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