Did you know that you might be missing out on sales with google-first SEO?
Because Google dominates the SEO world, it is easy to get drawn into only optimising for Google searches and completely ignoring other search engines such as Bing, Yahoo and DuckDuckGo. And there is also a new(ish) player on the block AI.
Updated May 2025
But did you know the love for that search platform is on the decline?
As of April 2025, Google’s share of the global search engine market has decreased to 83.5%, down from 91.7% in April 2012. In contrast, Bing’s market share has risen to 9.5%, and DuckDuckGo has grown to 3.2%.
Growth beyond Google
While Google still holds the lion’s market share, global businesses must consider other search engines in their SEO strategies. Optimising for multiple platforms ensures broader visibility and can tap into audiences that prefer alternatives to Google.
Bing & Yahoo
Bing and Yahoo remain significant players, especially in the U.S., holding 24.2% of the market share. Bing powers Yahoo’s search, so optimising for Bing effectively covers both platforms.
Bing has been proactive in integrating AI into its search algorithms. Notably, it adopted BERT (Bidirectional Encoder Representations from Transformers) as a ranking factor before Google did, and on a larger scale.
Did you know that Bing has been using BERT as a ranking factor before Google introduced it? And on a larger scale?
Key differences in Bing’s ranking factors include:
- Domain Age and Type: Bing places higher importance on the age and type of website, often favouring government and educational sites. (Vogue Business)
- Local Search: Bing tends to favour small businesses in local searches, aligning with users’ intent to find local services.
- Social Signals: Bing integrates social cues more deeply than Google, considering factors like Facebook reviews and content sharing patterns.
- Browser Compatibility: Bing’s search performs consistently across all browsers, whereas Google optimisation can sometimes be Chrome-centric.
DuckDuckGo
In an era of heightened privacy concerns, DuckDuckGo (launched in 2008) has positioned itself as a secure alternative by not collecting or storing personal information.
In 2019 DuckDuckGo had 15,081,213,361 searches via their platform in 2021 that more than doubled to 35,304,278,270 and in 2024 registered over 50 billion searched.
Because they do not track their individual user’s locations, they use other geo qualifier signals to ascertain where the search is coming from. These are not as precise. So location cues in your copy and on your site are key as well as up to date listing information. Especially if you are a small business with a location you need people to visit.
DuckDuckGo has said that quality backlinks are important to show high in the rankings. We can also safely presume that anything to do with site security is a ranking factor. So no mixed content, outdated maintenance and unkept sites.
Also, DuckDuckGo pulls their data from over 400 sources including Bing and Yahoo. So there is a bit of a hierarchy of which to look at first, with some additional considerations in mind.
Ecosia
While smaller in market share, Ecosia is significantly impacting sustainability and changing user search habits.
Founded in 2009, Ecosia uses the profits it earns from search ads to plant trees in biodiversity hotspots worldwide. As of May 2025, Ecosia has planted over 200 million trees, supporting reforestation projects across 35+ countries.
Why consider Ecosia in your SEO strategy?
Although Bing powers it, Ecosia appeals to a values-driven audience—especially Gen Z and Millennials, who prioritise ethical, environmentally responsible tech.
Key considerations for Ecosia:
- Same search results as Bing: Since Ecosia uses Bing’s search index, optimising for Bing also supports visibility on Ecosia.
- Eco-conscious audience: If your brand focuses on sustainability, ethical practices, or social good, being discoverable via Ecosia may reinforce your values alignment with users.
- Browser extension and default search options: Ecosia is often set as the default search engine with millions of installs, especially in purpose-driven workplaces and educational settings.
By including Ecosia in your search engine awareness, you don’t just increase reach—you show your brand is conscious of its impact, and tuned into emerging user behaviours.
The Role of AI in Search Engine Optimisation
As AI evolves, search engines increasingly integrate advanced AI models to enhance search results. Understanding these models can inform your SEO strategies.
Google’s Gemini
Google’s Gemini 2.5 Pro, released in March 2025 and updated in May, is its most intelligent AI model to date. It features enhanced reasoning and coding capabilities, native multimodality, and a 1 million token context window. (Gemini)
Bing’s Integration of AI
Bing has been at the forefront of integrating AI into its search algorithms, utilising models like BERT to improve its understanding of search queries.
DuckDuckGo’s Privacy-Focused Approach
While DuckDuckGo emphasises privacy, it also leverages AI to deliver relevant search results without compromising user data.
So what have we learnt?
While Google remains a dominant force in search, diversifying your SEO efforts to include other search engines like Bing and DuckDuckGo can enhance your online visibility. We also need to look at our acquisition paths and start creating content that AI will serve to people. Staying informed about the latest AI developments within these platforms ensures your SEO strategies remain effective and forward-thinking.
