Each month we tell you about reports that have come out which talk about the fact that Google is still leading in search. It pains me to write these sometimes because there is nothing to make anyone stand up and take notice. I think we all get it that Google is the dominant search engine across the board.
Where it can get interesting, though, is just how dominant Google is in search for a major business segment online: the enterprise. The latest findings from iCrossing have been reported by MediaPost. To be fair, the author of the article I am referring to is an iCrossing employee. In this instance, though, there is less concern for results being “skewed” since there is no real advantage to iCrossing in reporting these findings (other than some market exposure, of course).
So what’s the difference between Google in general and Google with regard to enterprise search? Even more dominance. Sorry all of you bing and Yahoo folks who would like to see something else. The reality is that when people are searching for business information Google is clearly the search engine of choice. I know it is for me personally. I’ll let some pictures tell the story.
With Google having 80% of the enterprise search market it becomes a bit ridiculous to consider that bing is gaining on Yahoo and AOL lost 25% of its enterprise search traffic according to the study. It feels nearly irrelevant but considering the overall size of the market can you afford to ignore the 16% of the enterprise search market that bing and Yahoo currently hold?
So rather than ponder the “Why is this so?” questions let’s consider another angle. As marketers, whether you are working with enterprise accounts or not, what percentage of your efforts in search are focused on Google? Is it 80%? Is it higher? How do you really view bing and Yahoo as search options and how much money and effort do you direct to these engines?
Lastly, do you really see these numbers ever changing? If so, how and what might be the cause?