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Saturday, February 4, 2023

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Chitika: Yahoo-Bing Gains For Real

Danny wrote about the latest comScore search share numbers and what they might mean. Have Yahoo and Bing genuinely gained share or has it been gamed or rigged with tricks? Has Google lost share? Danny argued that Google’s share might have slipped slightly but that overall query volume had risen so the share numbers don’t tell the whole story.

Ad network Chitika took a look at the question from the perspective of its network and came to the conclusion that the Yahoo and Bing share gains are not just the result of tricks or slide-show manipulation:

[W]e thought we’d take a look at our own data from April through the 13th of July, to see whether or not it appeared the slideshow trick really skewed the data.

As it turns out, comScore appears to be right about actual market share changes.  Between April and July, Yahoo! has picked up one percent of the market, Bing has picked up over two percent, and Google has seen a corresponding decline in traffic generated.

Yahoo and Bing April through July 14
Search market April through July 14

Here are the share numbers from Chitika’s network, which skew heavily in favor of Google:

Google Yahoo! Bing AOL Ask
April 88.9% 4.9% 4.4% 0.8% 1%
May 88.5% 5.2% 4.7% 0.8% 0.9%
June 86.8% 5.3% 6.1% 0.9% 1%
July (MTD) 85.8% 5.9% 6.6% 0.8% 0.9%

These figures generally confirm what comScore appears to be showing: Yahoo and Bing gains are real but Google, for the foreseeable future at least, has nothing to fear.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


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