UK search trends shift

Are you concerned about losing website traffic as UK search behaviour changes? With declining trust in AI-powered results and shifts in search engine preference, now is the time to adapt your digital strategy. Forget what you thought you knew about UK search trends. Google's market share has dropped, Bing is making moves, and AI is causing a stir. Let's dive into the latest stats and see what it means for your business.

Google's grip loosens

For years, Google has been the undisputed champion of search in the UK. But recent data from Ofcom's Online Nation report shows that Google's market share has dipped to 83%, down from 86% last year. While that might not seem like a huge drop, every percentage point matters.

What's behind this shift? Well, it's not just one thing. Alternative search engines, like DuckDuckGo, are playing a role. However, they still hold a relatively small slice of the pie (around 3%). More importantly, the way people are using search – and what they expect from it – is evolving.

AI's role

One of the biggest factors shaking up the search is artificial intelligence (AI). Bing, for example, saw a surge in popularity after integrating ChatGPT into its platform. But the initial excitement seems to be fading.

Why? Because when it comes to AI search reliability, UK users are still feeling pretty cautious. Only 18% of users in the UK trust the accuracy of AI-generated search results. This "trust gap" presents a real challenge for search engines and marketers alike.

Bing's Boost (and Blip?)

It's not all doom and gloom for AI in search. Bing's adoption of AI features initially saw its UK reach jump to a whopping 46% back in April 2023. Although it's since settled down to 39%, that's still higher than its pre-AI levels. This shows that AI does have the potential to disrupt the search, but winning user trust is crucial.

Interestingly, Bing seems to be more popular with older users (43% of those aged 65+ use Bing, compared to 36% of 25-34 year olds). This highlights the importance of understanding your target audience and their search behaviours.

Mobile takes the lead

No surprises here – mobile search dominates in the UK. Google still holds the lion's share of mobile searches (84%), but this reinforces the need for a mobile-first approach to your website and content.

Interestingly, while mobile search rules overall, desktop usage remains strong for traditional search engines like Bing and Yahoo. This suggests that different devices may be used for different search needs.

What this means for your strategy

So, how can you navigate these shifting sands and improve search engine ranking? Here are a few key takeaways:

• Don't ditch traditional SEO just yet. While AI is changing the game, solid SEO fundamentals are still essential.

• Build trust with quality content. Address the AI trust gap by focusing on accuracy and reliability.

• Optimise for AI where it makes sense. Think of AI search as an enhancement, not a replacement for your existing SEO efforts.

• Understand your audience. Different age groups and demographics have varying levels of trust in AI. Tailor your approach accordingly.

• Go mobile! Ensure your website is fully optimised for mobile users.

Taking action

You need to adapt to these changes and focus on providing a great user experience if you want to stay ahead. You can ensure your content reaches the right audience and drives results by combining traditional SEO with a smart approach to AI.

Envigo is a full-service digital marketing, design, and development agency specialising in helping businesses like yours thrive online. Contact Envigo today for a free consultation and let our experts help you.