Market share research is an important determinant of how popular a company is, as well as how successful they are. The basic formula for determining what percentage of the market they dominate is as follows; the unit sales of that company is multiplied by 100 and divided by the total market sales. This method of determining a company’s success makes it simple to determine the impact that company has on a specific market.
Google became the powerhouse that it is today through its creation of advanced algorithms that provide relevant responses to search terms. By assigning websites a ranking based on HTML links on a page, and links to the page from an outside source, Google created a system by which websites could be marked for relevance to certain keywords. The higher the ranking assigned by Google to a certain page, the more reputable a website was seen, which in turn allowed Google to determine what websites people were actually interested in when they input searches.
“Bing, Microsoft’s search engine, is growing its portion of the market share for search engines.”
There is a rumor circulating, however, that Bing, Microsoft’s search engine, is growing its portion of the market share for search engines. According to an article from May of 2016 by Matt Southern, Google’s market share percentage had dropped by 0.2%, declining from 64% to 63.8% while Bing’s had risen by 0.2%, rising to 21.6% between the months of April and May. While this data is interesting to note, upon further research of comScore rankings of the U.S. desktop search engines, between December of 2016 and January of 2017, Google had dropped 0.1%, from 63.5% to 63.4%. Bing during that same period had increased by 0.1%, from 22.5% to 22.6%. This is a significant jump from the report by Matt Southern and seemingly corroborates this rumor. Bing’s increase in searches could be due to the integration of “Hey Cortana” with windows 10, which automatically uses Bing to provide results.
Google has long been the preferred choice of search engines. These small increases may seem minute, but it is interesting to watch how the percentage may begin to sway, as Bing’s growth begins to build momentum.
“Exclusively marketing within Google’s search, while popular, might soon become less viable.”
For those involved in SEO marketing, these small changes could indicate a larger change in the search engine market share. Exclusively marketing within Google’s search, while popular, might soon become less viable, should Bing continue to increase in popularity. This could change the entire community involved in online marketing, and change how businesses choose to advertise online.
Advertising on Bing, while similar to advertising on Google, places emphasis on different aspects of a website to determine how highly to display it in search results. Bing places a large importance upon social media links, such as Facebook, Twitter, and Instagram etc. Web sites that are well exposed to these backlinks will rank higher. Other factors in ranking on Bing include site speed, images, audio, and other aspects that make sites more dynamic and user-friendly, as opposed to Google’s text-based content ranking.
“Bing places a large importance upon social media links, such as Facebook, Twitter, and Instagram etc. Web sites that are well exposed to these backlinks will rank higher.”
While Bing’s growing market share may be in its infancy, its potential impact on the internet entirely could be incredible, and should not be ignored.