A few years ago I published a SEM training program for persons at various skill levels. In my introductory course, I covered many topics but I chose to start with answering the three (3) most basic questions:
What is a search engine?
What are the most common search engines around the world?
What are the components of the search engine results page?
When we talk about search engines, we often think of familiar names like Google or Bing, but the world of search engines is much broader than that. Let me take you through the essentials of search engines, from their basic definition to the major players in different regions around the world.
1. What is a Search Engine?
According to Oxford Languages,
a search engine is “a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user, used especially for finding particular sites on the World Wide Web.”
Simply put, it's the tool we use every day to find information.
The program that executes that search, whether we type it or we speak it (as is the case with voice search), is a search engine. That’s right! When you ask Alexa or Siri or Cortana “what’s the definition of marketing?” or “what will the weather be tomorrow?” or “how do I boil water?”, those devices use a search engine to return the answers.
Types of Search Engines
There are different types of search engines, used at different scales and for different purposes. Some databases are accessible only on limited networks. When you use the search feature in your phone to find settings or apps or features, you are using a search engine that is local to your device.
Web search engines are online tools that allow users to search for information on the internet by entering keywords or phrases. These then scan their databases of web pages and display a list of relevant results based on the search terms.
Examples: Google, Bing, Yahoo
Metasearch engines gather and combine results from multiple search engines to provide a broader range of results.
Examples: DuckDuckDo, Startpage, Dogpile
Desktop search tools are programs that help you search for files, folders and applications on your computer.
Examples: Windows Search, Spotlight, Alfred
For our purposes, we'll focus on search engines that are widely used by the general public, particularly those that can drive traffic and sales when used in digital marketing campaigns.
2. What are the most common search engines around the world?
Here are some of the key players in 2024:
Google remains the leader with a market share of around 91.8% as of mid-2024, despite competition from AI-powered search engines like Microsoft’s CoPilot and OpenAI’s ChatGPT.
Microsoft Bing significantly trails Google with a global market share of approximately 3.0%.
Yahoo captures only 1.53% global share.
Baidu is a leader in China with 60.44% of the market share there.
Yandex dominates 61% of the market in Russia.
DuckDuckGo is known for its privacy features, though its global share is only 0.67%.
While Google is the undisputed leader globally, it's important to note that other search engines play significant roles in specific regions. For example, Baidu is the go-to in China, where Google services have been banned since 2012. Similarly, Yandex is a major player in Russia, competing closely with Google.
If you’re running digital marketing campaigns, knowing the most popular search engines in your target regions is crucial. It could make the difference between a campaign that merely performs and one that truly excels.
For up-to-date statistics, I recommend checking StatCounter, where you can see the latest market share for search engines globally and by region.
Other Common Search Engines
It's worth noting that platforms like YouTube and Amazon function as search engines too. Both are essential for marketers. YouTube is owned by Google, so video ads on YouTube are managed through Google Ads. If you’re interested in Amazon Advertising, stay tuned—I cover that in future posts!
Understanding the search engine landscape is critical for anyone involved in digital marketing. Whether you are creating a strategy for a global brand or targeting a niche market, knowing which search engines matter in your region can significantly impact your results. Stay informed, and your campaigns will thank you.
3. What are the components of the search engine results page?
The Search Engine Results Page (SERP) is a fascinating topic with many elements that deserve a deeper dive. Due to its complexity and importance, I’ve decided to dedicate an entire separate blog post to it.
Stay tuned, as we’ll explore the various components of the SERP, how they impact user experience, and why understanding them is crucial for anyone involved in search engine marketing. It’s a subject that’s not only vast but also incredibly interesting, and I’m excited to share more with you soon!
Need Help Understanding Search Ads?
As a Digital Marketing expert and certified UX designer, specialising in integrating user-centred approaches into digital strategy, I understand the importance of crafting messages that resonate with your target audience. If you're looking for support in optimising your search engine marketing campaigns or require a consultation on your digital strategy, feel free to reach out!
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