There have been two major changes introduced by Google over the last month or so, but how have they affected its overall search market? Back in October Google rolled out an update which meant that those users who were logged in to their Google accounts already would be redirected to a secure version of Google (HTTPS). This was in response to a growing concern by many people that their searches were not secure and that with searches becoming increasingly personalised it was important that such data be protected much more securely from prying eyes.

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More recently Google rolled out another major update which is helping to freshen up the search results people see. Clearly if you’re looking for information on Henry VIII it’s relatively unimportant whether the results include websites with information a day old or five years old. But if you’re searching for information about the UK economy then it’s more likely you’ll want results which are as fresh and recent as possible.

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So with these two updates how has Google’s market share changed? Following a summer when Google’s share slumped to 64.8%, which was the lowest for two years, it has recently grown again to 65.6%, from 65.3% last month. At the same time Bing has gained on its partner company Yahoo, with Yahoo dipping to 15.2%, leaving Bing very close behind now at 14.8%, up from 14.7% last month.

Although these statistics show relatively little movement, when you consider the vast swathes of traffic represented by even 0.01% even a relatively small loss or gain can make a huge difference. It’s also interesting to see Bing continuing to climb and Yahoo, powered of course by Bing these days, dropping.

What does this mean for marketers? Well in the first instance fresh content has never been more important if you want to get ahead and be found on current topics, but it’s still very important to make sure that the focus of your SEO marketing does not remain wholly dominated by Google. With Yahoo and Bing still accounting for 35% of the market search it makes sense to keep your SEO marketing as finely balanced as the statistics.