Ronnie05's Blog

Bing’s baby steps to No.2 in Search and Yahoo’s uncertain gamble.

Posted in Internet and Search by Manas Ganguly on March 11, 2010

In the battle of Search Engines, Yahoo! seems to slowly loose its steam even as Bing is beginning to take baby steps towards the No.2 Search Engine Position. The Bing strategy seems to get to a threshold level after which it would launch a frontal attack on Google. This is as per latest data from comScore on US markets. Bing’s gains are aided by the company’s aggressive marketing and there is a question mark on Bing’s ability to sustain traction. The Microsfot agenda however looks like they would keep buying out the share gains as long as Bing doesnot get a 20%+ figure consistently for a quarter or so. Then they would slowly scale down the marketing dollars.

Bing’s efforts at more relevant search results are catching attention of users globally. The sidebar feature alows the user to cut the chase down pretty quickly. However, Bing lacks in specialist products such as the Google Scholar. It appears to be the vertical searches–such as autos and health–helping Bing, which has been its strategy to differentiate itself from the Google juggernaut.

For Yahoo, which is almost voluntarily stepping down from the No 2 position, the gamble is still very unclear. In an earlier post, i had discussed Yahoo’s new strategy which was about re-positioning Yahoo to make it more relevant to users. Yahoo was in effect trying to re-create its 2000-2005 era of success, which looks pretty tough in an age where domains are getting neatly domained (Facebook for Social networking, Twitter for Micro-blogging, WordPress, Zynga on Facebook and more). I am doubtful of sustainability of Yahoo’s efforts in absence of a very clear positioning plank. It might have got the numbers with a big budghet marketing plan, but i am not sure if they can create stickiness (a la Facebook).

Here is the quick update on the Search Market results for February:

1.According to the data, total US core search volume increased 10.4% Y/Y in February, below the 12.4% growth in January. The total growth in the first two months of 1Q decelerated to 11.4% Y/Y from 4Q’s 15.8% Y/Y growth.
2.Google domestic core search market share was 65.5% in February, up slightly from 65.4% in January. Google grew February core search volume by 14.3% Y/Y, behind 16.7% growth in January. Google domestic core search volume growth of 15.5% Y/Y in the first 2 months of 1Q is below 4Q’s 19.9% Y/Y increase.
3.Yahoo! domestic core search market share dropped to 16.8% in February from 17.0% in January. Yahoo! February core search volume was down 9.8% Y/Y vs. an 8.9% Y/Y decline in January. Yahoo!’s first 2 months of 1Q domestic core search volume’s decline of 9.3% Y/Y underperforms 4Q’s 0.5% Y/Y decline.
4.Microsoft sites domestic core search market share increased to 11.5% in February from 11.3% in January. Microsoft sites grew February core search volume by 55.4% Y/Y, up from 49.6% Y/Y growth in January. Microsoft sites’ domestic core search volume was up 52.4% Y/Y in the first two months of 1Q, ahead of 41.9% Y/Y growth in 4Q.
5.Ask Network domestic core search market share dropped slightly, to 3.7% in February from 3.8% in January. Ask grew February core search volume by 0.7% Y/Y, down from 15.5% Y/Y growth in January. Ask Network domestic core search volume was up by 7.8% Y/Y in the first two months of 1Q vs. 8.8% Y/Y growth in 4Q.
AOL February domestic core search market share stayed flat at 2.5% in February. AOL February core search volume declined by 29.3% Y/Y vs. a 27.8% Y/Y decline in January. AOL domestic core search volume was down 28.5%

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  1. […] Bing's baby steps to No.2 in Search and Yahoo's u… […]

  2. […] there are some results in terms of 14% of search market share in US, it isn’t as encouraging as Microsoft would have […]


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