Google’s Search Market Share Drops Below 90% – A Shift Marketers Can’t Ignore

For the first time since 2015, Google’s global search market share has dipped below 90%, according to recent data from Statcounter.

Over the final three months of 2024, Google’s dominance wavered between 89.34% and 89.99% according to Search Engine Land – while this may not seem like a dramatic shift, it signals a potential turning point in search behaviour

So, what does this mean for marketers, and how should you adjust your digital strategy? Let’s dive in.

Why is Google losing market share?

Google’s decline appears to be primarily driven by shifts in search behaviour in Asia, with relatively stable performance in most other regions. In the U.S., Google’s search share peaked at 90.37% in November but dipped to 87.39% in December, marking one of the biggest declines in recent years.

The search giant has faced increasing criticism over the quality of its results, with some users expressing frustration over growing amounts of ads, SEO-gamed content, and perceived declines in relevance. Additionally, AI-powered alternatives such as ChatGPT Search and Perplexity are emerging, reshaping how people seek information. 

Read the full Search Engine Land article here.

Who’s benefiting from Google’s decline?

Statcounter reports that Google’s lost market share is being picked up by Bing, Yandex, Yahoo, and others. Microsoft Bing, for example, remained steady at just under 4% of the global market for the last five months of 2024. While AI-driven search engines like ChatGPT Search aren’t yet reflected in Statcounter’s data, they’re expected to reach 1% market share by 2025—a small but notable shift in the search landscape. 

What this means for marketing managers

As Google’s dominance in search begins to show cracks, marketers need to rethink their strategies to stay ahead. Here are the key takeaways:

1. Diversify your search strategy

If your search marketing efforts rely heavily on Google Ads and SEO, now is the time to explore alternative platforms. Microsoft Bing, DuckDuckGo, and other search engines are becoming more relevant, and they may offer lower competition and more cost-effective advertising opportunities.

2. Stay ahead of AI-powered search

With AI search engines like ChatGPT Search gaining traction, marketers should consider how AI-driven results will impact discoverability. Optimising for AI search will likely involve structured data, conversational content, and brand authority across multiple platforms.

3. Double down on high-quality content

As users become more critical of search results, quality content will continue to be a key differentiator. Ensure your brand is producing valuable, authoritative, and engaging content that prioritises user intent over SEO tricks.

4. Monitor consumer behaviour shifts

Keep a close eye on how users are navigating search and discovery. Whether it’s social search (on platforms like TikTok and Instagram) or voice search, user behaviour is evolving, and your strategy should adapt accordingly.

 Looking ahead

While Google remains the dominant player in search, these recent shifts indicate that the landscape is evolving. Marketing managers should take this as a sign to diversify, experiment with new platforms, and keep an eye on the rise of AI-driven search solutions.

 As always, staying ahead of digital trends is crucial for maintaining visibility and engagement. If you’re looking to future-proof your search strategy, Matter’s experts can help.