These may well consistently

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There is a fairly hard cap on the market share of a search engine that is only superior on high-end devices, and not only that, but ones from a specific brand. So could Apple take a big chunk out of Google? Yes, it may already quietly have done so with various iOS changes pushing the prevalence of Apple’s own search results. But totally replace Google? Very unlikely. You can say the same for regional competitors like Baidu, Yandex, or Naver.


beat out Google in their own backyards, and uk mobile phone database perhaps even spread to nearby countries and regions, but it’s hard to see them beating Google in its own backyard(s). Revolution, not evolution So what about competitors that replace Google by doing something totally different, to solve the same problems? The reality is that a lot of the problems we solve right now with web search, are not actually well suited to web search. The fact that something like a Google Home will often answer your questions by essentially reading out a featured snippet is a symptom of Google’s dominance, not a symptom of web search being well suited to that use case.


Even Google themselves recognize this, and betray that in tools like Google Translate, clocks, calculators, and so on, embedded in SERPs. So who might the more disruptive threats be? One name that came up a lot in 2022 is TikTok, and I’d point you to this excellent post by Lidia Infante on this very blog. To sum up her argument, TikTok can take market share from Google, but it can’t replace Google entirely. TikTok is too specialized (in video format and certain topic areas), and the quality assurance is too weak.