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Editor’s Note: This blog post was originally published in 2018. As of August 2021, it’s been updated and republished to reflect current information. The article was cleaned up, recommendations were reassessed, and references refreshed.

Search engines are changing all the time, but it’s not just the algorithms we need to consider. We also need to think about how people use search engines, and how their behavior has changed over the years.

These facts and stats provide a brief look into the current state of search engine affairs, ranging from internet usage to how people are combining content, social, and paid strategies with their online marketing campaigns. 

1. The number of searches performed each year = Atleast 2 trillion but less than a quadrillion.

This number continues to grow as things like voice search and mobile search continue to impact online behavior.

2. The number of searches per day continues to significantly favor Google.

The breakdown of searches by search engine looks like this:

Search Engine Searches per day
Goolge 4,464,000,000
Bing 873,964,000
Baidu 583,520,803
Yahoo! 563,101,505
Other (AOL, Ask, etc) 128,427,264

3. Mobile is the medium of choice for search.

Around 55% of Google searches worldwide take place on mobile devices.

4. Search engine traffic is huge, but social is growing.

While traffic can come from a wide range of sources, social media is working alongside search more than ever before. 

5. Google still maintains an unbelievably lopsided market share.

This probably doesn’t come as a surprise to anyone. But the current market share distribution looks something like this:

6. The total number of search engine users is growing steadily on mobile and desktop.

7. Google also dominates the mobile search market share.

The mobile search share can be divided up thusly:

  • Google: 95%
  • Baidu: 1.7%
  • Yahoo:88%

8. Phones and tablets produce a lot of clicks for businesses.

As of July 2020, 67% of people used a shopping app on a phone/tablet, and 52% used a phone to make a purchase.

9. Spending on Google Shopping Ads is increasing.

Shopping ads drive over 75% of retail search ad spend and generate 85% of all clicks on Google Ads/Google Shopping.

10. Search Engines Rule

More than 90% of online experiences still start with a search engine.

11. Social media might contribute less than you think.

As of 2020, Google still drives 8 times more traffic than all social media combined.

12. Google My Business is playing a huge role in SEM.

49% of companies garner 1,000 views off their Google My Business listing each month. One-third of businesses receive over 1,000 views on Google Maps.

13. Local search equal purchases

78% of online searches for products or services “near me” result in purchases.

14. Organic search is the place to be for B2B

B2B companies generate 2x more revenue from organic search than any other channel.

15. The 2nd page is the first loser

75% of users never scroll passed the first page of search results.

16. Clickers love to shop organic

70-80% of people ignore paid search results, choosing to only click on organic search results.

17. Voice search is natural on mobile devices.

41% of adults use voice search at least once per day.

18. Voice search is becoming more important overall

27% of the global online population is using voice search on mobile, according to Google.

19. People see PPC ads as trustworthy

26% of people click on paid ads for dependable brands they are already familiar with.

20. Backlinks are still critical

Pages with many backlinks still rank higher than those without. The number one result has on overage 2.8 x more backlinks than positions 2-10.

21. Video is legit

A video is 52 times more likely to appear on the first page of Google SERP than a text-based page. 

22. Title tags may be less important.

Most title tags in Google exactly or partially match the keyword they rank for, but Backlinko recently found “essentially zero correlation between using a keyword in your title tag and higher rankings …”

23. Time Matters

Websites with above average time on site tend to rank higher in google, which is likely due to deep, engaging content.

What Does It All Mean to You?

There are some important statistics in here that exemplify how things are constantly changing and growing online, but does that really impact your everyday online marketing activities?

It’s true that the total number of people using Google, or the number of searches performed each day, may not really impact your marketing campaign, but they do offer new trends and insight into the future of SEO and how people use the search engines.

What statistics do you think are the most important? What would you have added to this list? (We will add any good suggestions (that have properly cited the source).