SEO is without a doubt one of the most effective ways to bring new customers to your website. It also helps marketers build a better user experience and more importantly, boost brand credibility. That said, search engine statistics show that the ever-changing search engine algorithms make some SEO strategies more powerful, rendering others obsolete. To keep up with current SEO trends, one must understand what’s working and what’s not.
For that reason, we’ve put together some essential stats and facts on search engines that can shed some light on how to improve your website SEO.
Search Engine Statistics 101 (Editor’s Choice)
- Google dominates 88.96% of the search engine market share in the US.
- Users generate over 2 trillion queries a year on Google.
- The most used search engine in China is Baidu (95%).
- 75% of users never go to the second page of results.
- Featured snippets lower the click-to-ratio by 20%.
- More than 40% of all search on Google is local.
- Adding a video to your content generates 157% more traffic.
- For every $1 spent businesses make $2 in revenue with Google ads.
Search Engine Stats by the Numbers
1. Google is king with a 88.96% market share in the US.
Ever since its launch, Google has dominated the search engine market. Recent data shows that the tech giant reigns over the US market with an 88.96% share. The remaining percentage is divided between Bing with 6.11%, Yahoo with 3.55%, and Duckduckgo with a 1.33% share.
2. 99.2% of all top-ranking sites have at least one external link.
Google has repeatedly advised SEO experts against focusing on building links. Google search engine facts, however, show that without a single link, you cannot make it to the top. Numerous SEO case studies debunk that statement and demonstrate that link building is still an essential method of ranking higher on Google.
3. Google dominates the US mobile market with a share of 95%.
Search engine marketing statistics in the US reveal that the tech giant has a market share of 95% on the local mobile market. The reason why Google dominates the mobile market is because of their Android OS, and because Apple’s mobile browser Safari has been using Google as the default search engine. Plus, people are just used to viewing Google as the best search engine on the internet.
4. Google is the #1 used search engine on desktop with a 76.63% market share.
It might get boring seeing Google, but yet again, it is ranked #1. StatCounter’s global search engine statistics display it as the leading desktop search engine with a market share of 76.63%. While not as big as on mobile, it’s still miles ahead of Bing’s 11.2%, Baidu’s 9.27%, and Yahoo’s 1.86% market shares.
(Source: StatCounter & Netshare)
5. There are more than 2 trillion queries per year on Google.
That’s like 5.5 billion searches per day. Compared to the queries search back in 1999 (500,000 queries per day), Google exceeded all expectations beating competitors like Yahoo, Alta Vista, and AOL. The last official search engine traffic stats we had from Google showed 1.2 trillion searches per year, but that was back in 2012. Based on those numbers plus projections, that number has exceeded 2 trillion queries.
6. 8% of all search queries on Google are questions.
Google is the place where people ask questions and get answers. Queries starting with “where”, “who”, “when” and “is” make 8% of all search queries on Google. How many times have you looked for the best restaurants nearby? Or maybe you just wanted to know the legal age of drinking in Ireland, for your next spring break trip. (It is 18 btw.)
7. 62.5 percent of all core search queries in the US are generated by Google (July 2019).
Recent search engine traffic statistics further reveal that Google had processed more than 11 billion searches as of January 2020. Verizon Media (former Yahoo) generated 2.16 million online searches.
8. 25% of Google’s online traffic comes from the US.
Google gets about 25% of its users from the US. After all, the US is a global tech superpower, and Google HQ is located there. Other significant user contributors are India (8.7%), Japan (4.6%), China (3.6%), and Brazil (2.8), according to search engine usage stats.
9. 29.61% of Bing users come from the US.
Even though Bing was launched in 2009, in essence, it is one of the oldest search engines out there — its core comes from the early Microsoft search engines like MSN Search and Windows Live search. Most of Bing’s users originate from China (36.13%), the US (29.61%), and Japan with 9%.
10. Bing’s share of desktop traffic has grown 4.38% in the three years.
Not bad at all, given the competition. In 2016, Bing only had 8.11% of the desktop search engine market share, but 2019 search engine growth statistics show that the number increased to 12.49%. This is partly because most desktops are powered by Windows, and older generations still tend to use Microsoft Edge as their primary browser.
11. Baidu is mostly used in China (95%).
Search engine stats by country show that Baidu is China’s biggest search engine. That said, the platform is also used in the US, with 1.37% of the market share. Other countries that use Baidu are Taiwan (0.79%), Hong Kong (0.64%) and The Republic of Korea (0.23%)
12. 50% of advertisers search spend is optimized via full auto-bidding.
Google designed the automated bidding to help advertisers achieve their specific goals for their businesses more efficiently. More and more advertisers optimize their search spend with this function. The number of advertisers will only increase in the future if Google keeps improving the auto-bidding feature.
13. 75% of all users click results only on the first page.
One of the most essential search engine ranking statistics reveals that users hardly ever leave Google’s first page. In other words, they find the answer on the first page and the top three results. Optimized content that provides a solution to the search query will always show as the top result.
(Source: Blue Ops)
14. The first result gets an average of 20.5% of the clicks.
Even the top result doesn’t get all the clicks. Search engine ranking stats show that the first results only get 20.5% of the clicks on average, and in some situations, thanks to the featured snippets, that number falls to 13.32%. The second result of the queries gets an average of 13.14%.
(Source: Ignite Invisibility)
15. More than 12% of search queries show featured snippets.
Google added featured snippets to present the answers to the user’s question immediately in a direct and straightforward way. One of the most used search engine statistics further shows that snippets usually appear in queries that have a list (types, products, etc.). Even if it decreases traffic on websites, the snippet adds brand exposure to millions of users.
16. Featured snippet decreased CTR by 20%.
SEO experts went mad when Google added featured snippets, realizing their worst fears. Search engine optimization statistics reveal that a query will a featured snippet, directly influences the traffic that top results receive organically. A recent study showed that when a search query has a featured snippet, CTR for the first organic result goes down by 20%.
17. Apple devices generated more than 50% of Google search ad clicks.
Internet search engine statistics provided by Merkle report that iPhones and iPads accounted for 47% of the Google ad clicks. The remaining 3% came from the desktop Safari version. Who says that iPhones are bad and expensive when so many users have them?
18. B2B advertisers generated 26% of their Google search ad clicks from mobile devices.
Unfortunately, Merkle’s search engine industry facts for 2019 reveal that B2B ads have a much lower market share on mobile than other major industries. B2B engine search is more effective on a desktop because the B2B target audience is not your average consumer. They are executives or directors that look for new business opportunities while at work and use their desktop.
19. DuckDuckGo is the safest search engine online.
DuckDuckGo is regarded as the most reliable search engine on the internet, according to search engine stats. The biggest reason why this search engine exists is privacy. The founders felt that Google and other search engines overstepped their boundaries by producing personalized search queries, and keeping private information about its users.
(Source: VPN Mentor)
20. DuckDuckGo produced a more significant share of mobile organic search (65%) visits compared to Google (64%) in 2019.
DuckDuckGo beat Google not just with user privacy protection, but with mobile usage as well. It seems that after Wikileaks, people started caring about their privacy more.
21. DuckDuckGo’s mobile organic search is now half the size of Bing.
Even though it still produces less than 1% of all the organic searches in the US, in one year, DuckDuckGo doubled its searches. Search engine statistics project that DuckDuckGo will overtake Bing in late 2020. Sadly, DuckDuckGo’s gains don’t come from Google but from smaller in size search engines like Yahoo and Bing.
22. Yahoo’s search engine market share has decreased by 1.59%.
While Google reaches new heights, Yahoo plummets. From 7.44% of the US market share in 2016, it dropped to 2.45% in 2019, according to search engine popularity statistics. Despite that result, Yahoo still remains as one of the most-used search engines in the US, ranking #4 on the desktop search market share.
23. 20% of mobile queries are voice searches.
Not only that, but they also predict that in 2020 they will exceed 50%. Well, imagine how things would be on the train — someone yelling “Hello, Google. Find me the nearest massage center,” and nearly every second phone activating and doing the query.
24. The average person does 3 to 4 searches per day on search engines.
Search engine usage statistics reveal that the average person conducts 3 to 4 queries per day. And that’s only your average Joe, imagine professionals who work online. That number can exceed a hundred or even thousands of queries per day.
25. 40% of all search on Google is local.
Small and medium businesses, in particular, should pay attention to these search engine user statistics. HubSpot data shows that 88% of users who do a local search about a business visit it or call it within a day.
26. 53% of users use smartphones to search for directions to a local store.
Google Maps is a gift that keeps giving, helping us not get lost and arrive at the store really quickly. Additionally, 54% of users use mobile to see the business hours of an organization, while 50% use Google to find the local store address.
27. SEO produces 20 times more traffic than PPC on both mobile and desktop.
Moz’s search engine optimization stats reveal that investing in SEO produces 20 times more traffic for your website. In some situations, PPC can be a powerful method of generating leads, but in the end, SEO is still the most effective method.
28. Companies spent more than $75 billion on SEO in the US in 2019.
SEO has never stopped being relevant. Search engine stats by year reveal that the industry has been growing rapidly in the last decade. Companies spent only $11.44 billion for SEO in 2008, with the amount surging to more than $75 billion in 2019.
29. Google is becoming more personal — there is 60% more search for “__for ME” on mobile devices.
When people need personal advice, they turn to family or friends. And yet, Google search engine stats show that people turn to the platform as well. There has been a 60% growth in mobile searches for “__for me” in the last three years, and more than 80% growth in __should I__”.
30. Websites with a blog get their pages 434% more indexed than those without.
Google loves original content and rewards it with a higher rating. TechClient’s search engine marketing stats reveal that sites with blogs get 434% more indexed pages. Additionally, websites with a blog get 97% more indexed links on Google.
31. 25% of Google searches show at least one video as a query result.
Video SEO has a lot of potential to increase the search engine ranking for a website. Cisco predicted that by 2021 80% of all internet traffic will be video. Search engine leaders stats reveal that videos have a 41% higher click rate than normal text results. If you want to rank higher on Google, then you should consider videos.
(Source: RealSeo & SearchEngineJournal)
32. On mobile, Google shows an average 8.5 organic result per page.
On the desktop, users can set the number of results manually. They can either get 10, 20, 30, 50, or 100 results. On the other hand, on mobile, the average number is 8.5 results per page, according to search engine traffic statistics. Depending on the search query, whether it contains a featured snippet or video results, they can go from 6 to 12.
33. Branded searches have a higher CTR ratio on the first page of Google.
When people recognize the brand, they immediately click on their websites. There is no reason why others should fight for the ranking on branded searches unless it is a fan website that offers some information not provided by the brand.
34. 23.6% of all eCommerce purchases come from organic search.
The SEO percentage is significant, considering the expense of social media ads and their click-to-rate. Small and medium businesses genuinely understand the importance of search engine traffic statistics but that only happens after they struggle a bit with social media marketing.
(Source: Business Insider)
35. Search engines produce 300% more traffic than social media advertising.
And you thought that a two-month Facebook campaign is more effective than SEO? Incorrect. Even if SEO is a slow process, it drives more traffic to sites than social media.
36. 56% of local businesses have not yet claimed their listing on Google My Business.
Search engine marketing statistics show that the quickest and easiest way for a company to show on the search queries is through Google My Business. It seems, however, that 56% of all businesses don’t have the slightest idea of how many customers they are missing out on.
In the world of SEO where there is just too much competition, not to mention the changing algorithms, valuable information can be the decisive factor whether your business will succeed or fail. As our search engine statistics confirm, Google is pretty much the place where you should fight for a higher ranking. That said, success requires patience, excellent content, and, most importantly, building strong links to trustworthy high-ranking sites.
Sources: Statcounter, Moz, StatCounter, Netshare, SearchEngineLand, Moz, Statista, Statista, CleverSolution. SearchEngineLand, Blue Ops, Ignite Invisibility, SearchEngineLand, Merkle, VPN Mentor, ThriveSearch, HubSpot, HubSpot, ThinkWithGoogle, Moz, Statista, ThinkWithGoogle, Techclient, RealSeo, SearchEngineJournal, SearchEngineJournal, BusinessInsider, DigitalMarketing, SearchEngineLand