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December 17, 2020

Will Google Always Dominate the Search Engine Market?

If you are reading this article, there is a high chance that you found this page by using Google. Whether you came via a link on this site or from another site, you probably started your internet browsing session on Google.

A 2020 report found that Internet giant Google was used to carry out 81% of all online searches on desktop PCs, and a huge 94% of all online searches on mobile devices! There are competitors to Google, such as Bing, and even more unique search engines like Ecosia, but Google has been top dog for a long time now.

However, empires fall all the time, even digital ones! The question that a lot of internet users will have, especially if they are interested in digital marketing, is: will Google always dominate the search engine market, or will a competitor one day take the throne?

Google and Digital Marketing

If you have ever tried to develop a digital marketing strategy, whether a wide-ranging business strategy or simply wondering “how can I get more followers on social media?”, you may have heard of SEO. SEO is short for Search Engine Optimization, and it refers to the practice of producing or editing written web content in a way that will result in the page appearing higher up the list on SERPs (Search Engine Results Pages). SEO is a complex and ever-changing science, and there are SEO agencies, such as ALT Agency that are dedicated to developing SEO strategies for businesses that are looking to increase web traffic to their sites.

Each search engine has its own algorithm, but because Google is by a long way the most popular and widely used search engine in the world, the majority of SEO techniques are tailored towards Google’s algorithm. This means that many businesses’ marketing strategies are dependent on Google dominating the search engine game. If this were to change, the whole world of digital marketing would change massively.

What the Future May Hold for Google

There are some notable threats to Google’s dominance of the market. The advent of voice search technology, used by Amazon’s Echo products, is giving Amazon a quickly increasing share of the online shopping market. Facebook’s constant expansion into various online arenas also poses a threat, and it is certainly possible the company could get in on the search engine market. For internet users for whom privacy is priority, search engines like DuckDuckGo, which do not track user information, are becoming popular.

Google’s analytics tools and diversification into the cloud-based single sign-on application group Google Workspace (which includes apps such as Drive, Docs, Sheets, and Calendar) mean that it is likely to respond to these challenges effectively.

If the company’s broader strategy can adapt as well to changing times as its search algorithm can, it should keep the top spot for a long time. The company’s main rival Microsoft is unlikely to disappear any time soon, but it seems likely that Google will remain the most popular search engine for the foreseeable future.

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