2014 Search Engine Trends

A year has passed since we first evaluated the usage data from all the major U.S. search engines. Now it’s time to check in and see what changed 12 months later.

As a reminder, comScore releases search engine data monthly. With January officially in the books, we can compare January 2014 with January 2013January 2012, and January 2011.

Search Share:

Search ShareExplicit Core Search Share

Ready for the broken record? With 67.6%, Google continues to dominate U.S. market share. In addition to being the most popular search engine, the company continues to grow its search share each year. In second is Microsoft’s Bing with 18.3%. This is a nice bump up from 16.5% in January 2013 and is an all-time high for the search engine. While Bing is showing growth, the fact remains that the search engine still failed in its quest to take a chunk out of Google’s pie. Instead, it continues to pull market share from Bing-powered Yahoo, Ask, and AOL. All of which continue their slow and painful descent into irrelevance.

Explicit Core Search QueriesExplicit Core Search Queries

In addition to market share data, comScore released totals for explicit core search queries. This is a measure of how many traditional searches take place in the U.S. across all the search engines. In January 2014, there were 19.561 billion searches completed compared to 19.484 billion in January 2013, and 17.804 billion in January 2012. That’s nearly a 10% increase from 2012 to 2014. This three year increase is less than the three year increase from last year’s review but is still steady growth.

What does this mean for your business in 2014?

With more visitors than ever using search engines to find and research your company, it’s important to make sure the information on your website is accurate. Have you introduced a new product or service recently? If so, have you incorporated it into all the logical places on your site? Does your VP of Operations have a bio page saying, “I love my two boys” even though she had a third boy last summer? Did you create a great video for a tradeshow but never added it to your YouTube channel? Do you still have that “new features” PDF available for download that your supplier sent you in 2012? You’ll be surprised how much of your site’s information might be outdated even though you’re convinced your business hasn’t changed. Time to get an early head start on your web content spring cleaning project!

Certified in both Google AdWords and Analytics, Jon has a passion for all things web and shares that experience here on the blog. You’ll find him frequently talking e-commerce, digital strategy, pay-per-click, and more.

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