With organic SEO and paid search engine ads accounting for over two-fifths of all ecommerce traffic, there’s no question that online businesses need to focus their digital marketing efforts on search engines.

Succeeding at search engine marketing requires knowing what the search engine market share is. In other words, what consumers preferred search platforms are. Here’s a look at the top search engines in the world.

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Top search engines in 2023

Handling over 90% of all search queries worldwide, Google is undoubtedly dominating the global search engine market share.

As of November 2023, a whopping 91.54% of all search queries conducted across all search engine providers are done through the internet giant. In other words, more than nine out of 10 internet users who search for information online do so through Google. The platform has been dominating the search industry for over a decade. From 2010 to 2022, Google’s market share dipped below 90% just once—in 2014, to 89.81%.

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By comparison, its closest rival, Microsoft’s Bing, is only managing a fraction of Google’s volume. Bing currently has a market share of 3.19%. Bing’s market share has hovered around 3% over the past year. Between August 2022 and August 2023, it recorded its highest share in October 2022, when it hit 3.59%. In contrast, its lowest share came in April 2023, when it fell to 2.76%.

Russia’s Yandex is the third most popular search engine and has a market share of 1.78%. However, the Moscow-headquartered company’s share in its home market paints an entirely different picture. In Russia, Yandex enjoys a share of 65.12%, 33.23 percentage points ahead of Google’s 31.89%. Together, Yandex and Google are used by nearly all (97.01%) internet users in Russia. 

After Google, Bing, and Yandex, the list of the top search engines worldwide is followed by Yahoo, with 1.23%. China’s leading search engine, Baidu, is in fifth place, with 0.93% of the total market share. DuckDuckGo wraps up the top six. It has a market share of 0.55%. 

Even though Bing, Yandex, Yahoo, DuckDuckGo, and Baidu rank among the world’s top search engines, their market shares total 7.68%, less than one-tenth of Google’s. 

With such figures, there is no question that the current search engine market share worldwide is dominated by Google. In fact, Google sees a similar lead in the United States.

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