For years, Google has been the dominant force in search, generating the majority of organic traffic worldwide. However, 2024 saw a shift in the search landscape with the rise of AI-powered search engines like Perplexity and ChatGPT according to a new research. These emerging platforms introduced new ways for users to find information, generating traffic for websites in the process.
SE Ranking Survey
According to the SE Ranking survey analysis involving collecting and analyzing Google Analytics data from 2024 across a sample of 13,700 websites, the study focused on organic traffic sources, including traditional search engines (Google, Bing, Yahoo, DuckDuckGo, etc.) and emerging AI-powered search engines like Perplexity and ChatGPT. The analysis used aggregated and anonymized data to identify broader trends in search engine traffic. The findings were based on historical data and covered six countries: the US, UK, France, Germany, Spain, and the Netherlands.
Key Takeaways
- Google remained the leading search engine, generating 94.80% of global organic traffic per month on average. However, its market share declined by 0.91% over the year.
- Bing, the second-largest search engine, saw a slight increase in traffic share, growing by 0.17% to reach 3.51%.
- Other search engines—including DuckDuckGo, Yahoo, Ecosia, and Baidu—each generated less than 1% of global organic traffic.
- AI-powered search engines like ChatGPT and Perplexity began contributing referral traffic in the latter half of 2024, though they still accounted for less than 1% overall. However, their traffic shares grew throughout the year, indicating rising adoption.
- The US and UK markets remained dominated by Google, with over 90% of organic search traffic coming from the platform.
- AI search engines saw the most notable adoption in select markets, with Perplexity’s traffic growing steadily across multiple countries.
The Impact of AI on Search Trends
While Google continues to lead, 2024 marked a turning point in search behavior. AI-powered engines introduced new ways to discover content, challenging traditional search models. These platforms offer direct answers and interactive experiences, reducing the need for users to click through multiple search results.
Despite these changes, Google maintained a stronghold due to its algorithm updates, AI-powered Overviews, and the release of Gemini 2.0. Bing also stayed competitive by expanding its AI-driven search capabilities.
What This Means for Businesses
With shifts in search trends, businesses must adapt their SEO strategies to stay ahead. This includes optimizing for multiple search engines, understanding AI-driven search behaviors, and leveraging emerging platforms for visibility. Keeping track of these trends is essential for maintaining online presence and search rankings.
Stay Ahead with DRO Digital
The search landscape is evolving, and staying informed is crucial for businesses looking to maintain visibility online. At DRO Digital, we specialize in search insights, digital trends, and SEO strategies to help businesses navigate these changes.
Need expert guidance on search trends and optimization? Consult with us today to stay ahead of the digital curve.
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