Beyond Google: Explore the World of Search Engines​.

Everyone knows Google. But there is a world beyond Google. Think about AmazonBaiduNaver, or Bing. Let’s review the complex but crucial search engines market by exploring their differences, local discrepancies & emerging players.

search engines

Table of Contents

Search engines, our third hand 🤖

Search engines are now part of our routine, they became a natural reflex for every question that crosses our mind. Our daily needs are fully dependent on search engines whether to find the best restaurant around you or find your next holiday trip or even to find who is this actor you saw on TV yesterday. This day-to-day dependency aggregate a goldmine of information and data that can be very relevant for a business. Trajaan is here to help you orient your company by aggregating in one place all these indicators with understandable charts.

world search engines


world search engines

Google is widely dominating the market, at least in the occidental countries. Indeed 92% of the worldwide population use Google as a search engine. Nevertheless, we notice a large discrepancy between the continents.

America, Motherland of search engines 🇺🇸

The GAFAM are struggling to improve their brand awareness in the world, they don’t stop increasing their power by fighting on many sectors: smartphones, OS, laptops, social networks… However, concerning the search engine sector, there is no comparison, Google is dominating the Microsoft technology here. Even if we notice a slight increase in the use of Bing in the USA compared to the worldwide mean. Google is still taking 87.6% of market shares.

South Korea: under Naver’s influence 🇰🇷

Concerning Asia, first, South Korea is turning back to Google and prefers their national search engine: Naver. Naver was launched in South Korea in 1999 and became quickly the most used search engine, the software fit more with their language and their cultural queries, some features of Naver very adapted with Korean transports are not at all present on Google.

However, today, globalization pushes Koreans to search more after English searches, and Google is trusting market shares year after year. Nowadays, Naver is struggling to keep its monopole in South Korea. We saw emerging during the last decade various policies from the Korean government to comfort this national advantage, such as denying Koreans access to Google Maps.

China vs. Google 🇨🇳

Indeed, you cannot use Google in China. After many attempts to avoid Chinese government restrictions, Google decided to give up the search service in this region. In consequence, the main competitor of Google is the Chinese technology Baidu launched in 2000 is monopolizing the market. The second engine is also a Chinese creation, it’s Sogou that reaches 13% of market shares.

The Land of the Rising Sun with western habits 🇯🇵

Unlike many countries in Southeastern Asia, Japan doesn’t dispose of local technology. So, Google took this free place to impose its monopole on the archipelago. Yahoo comes to 17% in Japan.

Yandex: the Russian Champion 🇷🇺

Yandex is a search engine specifically designed for Russian speakers, founded in 1998. The firm is the biggest company in Russia, it is also the second most used search engine with 43%. Recently, for the first time Google took the lead to Yandex, just like Naver in South Korea, the content globalization pushed Russian users to change their usual behavior. 

Mobile vs. Desktop 📱💻

Globally, Google whether on smartphone or desktop is still the mastodon we all know. Nevertheless, we are still able to detect slight differences between the supports. Good to know, the second-place changes depending on the support. Meaning that Bing is way less used on a smartphone. Usually, Bing reaches take 7% of users to share to Google, those shares disappear on a smartphone whereas the outsider Chinese Baidu takes over with only 1.8% over Google.

mobile desktop

Accused of abusing its dominant position, Google has been forced to pay $4.3 billion to Europe because of the way the firm uses its Android operating system to promote its search engine and Chrome browser. The Californian firm was thus forced to modify its agreements with manufacturers and to give more chances to applications competing with Chrome and Google Search. In 2019, Google introduced a feature that informs Android users about alternatives to Google Search and Chrome that are available in the Play Store.

And since this year, when a user launches a new Android smartphone in Europe, the operating system also offers users to choose its default search engine. In addition to Google’s search engine, the screen that appears at first start-up offers three alternatives: Google, Bing, or Qwant. That proposition can change regularly.

Let’s talk about Amazon! 📦

On the one hand, Google is the main tool to get quick access to tons of knowledge about consumers’ needs & psychology. On the other hand, Amazon is the first marketplace in the world and the 6th most visited website worldwide. All the queries on Amazon give precious clues about purchase behavior and consumers’ desires.

Amazon has a 54% of market share considering products searches, the first ahead of Google. In other words, Amazon is the most popular eCommerce marketplace platform.

Amazon uses its search engine: A9. Given Amazon’s traffic saturation and the millions of references, it might appear impossible to stand over the crowd. To stay competitive on Amazon, it is key to understand precisely how the A9 engine’s algorithms work. A9 is mainly based on two key numbers: the number of consumer reviews and the number of sales on results pages.

Internal searches refer to all the queries made from a private website. These queries highlight all the questions visitors experienced while browsing a website. They can be very helpful to determine and appreciate more precisely customer types and persona.

There are companies in backstage powering internal search capabilities. We’ve already talked about the A9 Amazon solution. More precisely, Algolia and Elasticsearch are two famous competitors providing their search bar to many websites.

Elasticsearch, global leader 🏆

Elasticsearch is the most popular internal search engine company. Their software can search among millions of documents at the speed of light from a single text query. Developed as an open-source solution, Elasticsearch has opened up a multitude of use cases. 

Algolia, French unicorn 🦄

Algolia is a French startup company since 2012, offering a search engine through a search as a service model. Algolia’s main advantage is its speed of response, also their solution is smarter than a simple web text scrapper search. By using semantic content, Algoria offers more relevant results to your queries.



Results for ‘polo’ provided by Algolia for Lacoste

Into a New World of Search Engines?

We might think reviewing those statistics that the search engine market is a close sector blocked by the massive monopole of the Californian firm. Nevertheless, new technologies are emerging and could shake many conventions with their innovations.

The main reasons that could push people to choose an alternative to Google are the privacy issues and the data collection proceeded by the Californian firm. Some substitutes are differing from Google by offering specific features or by presenting better moral policies.

Let’s have an overlook over your possibilities and discover the emerging actors in the search engine sector!


Ecosia has already a good implementation on the market, this ecological engine trusted 1% of the market share in France and 0,1% in the US. This technology founded in Germany in 2009 redirect 80% of its benefits to a nonprofitable organization that focuses on reforestation. The company claims to be CO2 negative and protects the privacy of its users. Today Ecosia counts more than 15.000.000 users.


DuckDuckGo is a search engine that emphasizes the privacy of its users. Also, the firm is struggling to avoid the effect of bubble filters and personalized searches. The bubble filter is a phenomenon provoked by the algorithms that enclose people on the internet in intellectual isolation. This effect consisted of showing to users only content that agrees with their ideologies, their viewpoint, and their culture.


Neeva is a new search engine on the market, founded by ex-Google employees. Its objectives are to offer a truly free service without any advertising, without taking advantage of your private data. Its business model is based on the freemium system, if you want to have the total experience and have unlimited access to the service you can subscribe to a 5$ monthly fee.

Apple Search, future global contender?

Apple is developing a new technology to compete with Google. When iOS 15 was launched, Apple users could discover this new device very promising. The first impressive feature is that Spotlight doesn’t need any browser to work. Users just need to swipe down on the middle of the screen to make it appear. The technology finds very relevant images and results, truly close to google ones. The natural and the efficiency of Apple’s solution could shake the industry and force Google to change its strategy. 

Search listening has never been so right 💡

The search engine market is complex and unequal, given the complexity of search engines. That’s why search data aggregators are now necessary to get the full picture of what consumers want.


We designed Trajaan to help you see clearer among those search engines while providing market research features:

  • Understand what consumers want to buy or learn online
  • Detect emerging segments in your category
  • Assess the eCommerce potential of your brand & products

That, at least, is what our customers love to learn before engaging resources to expand their market shares.


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