There are few bigger monopolies in the world than the one that exists in the search engine market. Google has dominated since its inception and is believed to have a share greater than 90% for the worldwide market, making it essential for search engine optimisation. It’s once great rival Yahoo’s value has halved in four years, while other competitors like Ask or AOL are considered irrelevant.Search engine optimisation companies barely have to bother with these search engines now.
Of course Microsoft launched Bing to compete, but there is little reason to switch other than the convenience of having Bing as the default search in Internet Explorer browsers, though this is enough to be considered important in search engine optimisation. Even the IE browser is challenged by Google though, as they have caught up on IE with their Google Chrome internet browser facilitating more Google searches and making Google even more relevant for search engine optimisation.
However Googles dominance does not appear to put off other smaller challengers. Bitly, who provide shortened links that prove useful for microblogging sites such as Twitter, want to challenge Google by providing a search engine which searches based on what is relevant and trending now, allowing it to make use of the data it receives from users shortening their links on their site. This promises to give a more relevant search with links from the previous 3 days given priority. However a different algorithm for search means a different approach to search engine optimisation.
Siri on iPhone 4S is another that may disrupt the search engine’s status quo and methods of search engine optimisation. Currently if Siri can find the answers it takes the user to the site avoiding Google’s ads, and using voice and searching databases provides a new way to find answers via the internet. Should new methods of search become popular, it will also mean changes and challenges for search engine optimisationand online marketing.
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