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Google is making headlines — but not for reasons it would like. For the first time in years, its search engine market share has taken a noticeable hit. So, is this the beginning of the end for Google’s dominance? What’s behind this shift? And is Microsoft’s Bing finally stepping up to challenge the search giant?
Most importantly, what does this mean for your Search Engine Optimisation (SEO) strategy? We cover the latest data and how you can stay ahead in this evolving landscape.
Google and Bing Search Engine Market Share
When it comes to search engines’ market share, it’s hard not to consider Google vs Bing. While users still prefer Google, Bing stands as the closest traditional search engine rival.
Is Google Losing Market Share?
Ofcom’s Online Nation 2024 report sent shock waves through the SEO world. The report revealed that Google’s UK visitor share dropped from 86% in May 2023 to 83% in May 2024 — a rare 3% year-on-year (YoY) dip for the search giant.
And it’s not just the UK. Globally, Google’s market share slid from 91.61% in February 2024 to 90.15% in February 2025. While a 1.5% decline might not sound dramatic, any shift in Google’s scale signals changing user behaviour.
Is Bing Gaining Market Share?
With Google’s market share slipping, you might expect Bing to be the big winner.
In the UK, Bing actually lost ground, dropping from a 46% reach in May 2023 to 39% in May 2024, according to Ofcom’s Online Nation 2024 report. So while it remains the second most-used search engine, it’s not exactly surging ahead.
Globally, however, Bing’s market share saw a small lift, climbing from 3.32% in February 2024 to 3.95% in February 2025. While this isn’t a game-changing leap, it shows that Bing is still in the race — just not at the scale needed to seriously challenge Google (yet).
Learn how to get your website to the very top of Google (and turn that traffic into revenue).Get to the top of Google
How AI Is Impacting Search Engine Market Share
Search engine market share comes down to one thing: where users choose to search. And the biggest shift in user behaviour? The rise of generative AI.
Ofcom’s Online Nation 2024 report highlights how AI-powered search can influence market share. When Microsoft launched Bing Chat (now Microsoft Copilot) in 2023, Bing saw a surge in visitors. While that spike didn’t last, usage remained higher than pre-AI levels, proving that AI search tools can drive engagement.
Google, meanwhile, introduced Google Gemini at the end of 2023. But by June 2024, it ranked only as the fourth most-used generative AI tool in the UK. ChatGPT was the clear front runner, with 33% of AI users preferring OpenAI’s model over other generative AI options.
With AI reshaping how people search, the battle for market share is no longer just Google vs Bing — it’s traditional search engines vs AI-powered alternatives.
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What Does This Mean for SEO?
Search engine market share is shifting, which means SEO is changing.
Let’s be clear — Google isn’t dead. It’s still the dominant search engine, and optimising for it remains essential to reach your audience. But the rise of AI-powered search tools like ChatGPT, Claude, Perplexity, and Google Gemini means SEO is no longer just about ranking on Google — it’s about visibility across multiple platforms.
Enter Generative Engine Optimisation (GEO) — the strategy of optimising content for AI-driven search engines. Integrating GEO into your SEO strategy will future-proof your visibility — wherever people search.
Send us your website for a review, and we’ll show you exactly what SEO and GEO updates you need to rank higher on both traditional search engines and AI-driven platforms.
Want to learn more? Listen to our podcast on AI’s impact on search:
FAQs
Who has the largest market share for search engines?
As of February 2025, Google holds the largest market share among search engines, with 90.15% globally.
Do people still use Yahoo search?
Yes, Yahoo maintains a presence in the search engine market, though its share has decreased over time. As of February 2025, Yahoo holds 1.29% of the global market share.
How many people use DuckDuckGo vs Google?
DuckDuckGo has a substantially smaller user base compared to Google. As of February 2025, DuckDuckGo holds 0.7% of the global search engine market share, while Google dominates with 90.15%.
