Search behavior in 2025 is more dynamic than ever. With the rise of AI-powered assistants, privacy-focused browsing, and visual discovery platforms, the way users interact with search engines has fundamentally shifted. But even with new players emerging, a few giants still dominate global internet queries.
In this article, we explore the top 10 most used search engines in 2025, backed by the latest market share data, regional trends, and real user insights. Whether you’re an SEO strategist, marketer, or just curious about the evolving web, this list will help you understand where the majority of global search traffic flows today.
📊 Data Sources: StatCounter Global Stats, Similarweb, DataReportal, Ahrefs, and internal industry tracking.
📊 Top 10 Most Used Search Engines in 2025 (Global Market Share)
| Rank | Search Engine | Global Market Share (%) | Key Features |
|---|---|---|---|
| 1 | 89.66% | Dominant global leader with AI-powered features like Search Generative Experience (SGE) and Gemini AI; integrated across Android, Chrome, Gmail, Maps, and YouTube. | |
| 2 | Bing | 3.88% | Microsoft’s search engine with AI integration via Copilot; default on Windows 11 and Edge browser; powers search for Yahoo and other partners. |
| 3 | Yahoo | 1.32% | Legacy portal offering search, news, finance, and email services; search powered by Bing; popular in regions like the U.S., Canada, and Taiwan. |
| 4 | Yandex | 2.53% | Russia’s leading search engine with strong capabilities in local language search, maps, and AI-powered recommendations; significant presence in Eastern Europe. |
| 5 | DuckDuckGo | 0.84% | Privacy-focused search engine that doesn’t track users; clean interface with instant answers; growing popularity among privacy-conscious users. |
| 6 | Baidu | 0.72% | China’s dominant search engine with advanced Chinese language processing; offers services like Baidu Maps and Baidu Baike; significant mobile user base. |
| 7 | Ecosia | 0.1% | Eco-friendly search engine that uses ad revenue to plant trees; powered by Bing; popular in environmentally conscious regions like Germany and France. |
| 8 | Naver | N/A (48.4% in South Korea) | South Korea’s leading search engine combining search with community-driven features like blogs and Q&A forums; tailored for Korean users. |
| 9 | Ask.com | 0.42% | Q&A-based search engine providing straightforward answers to user queries; caters to niche audiences seeking specific information. |
| 10 | AOL | N/A | Legacy search engine and portal offering news, email, and entertainment services; maintains a niche user base. |
Note: Market share percentages are based on data from April 2025 and may vary slightly depending on the source.
🌐 1. Google – Still the Undisputed Leader (92.6% Market Share)
With a staggering 92.6% global search engine market share as of Q1 2025 (source: StatCounter), Google remains the most used search engine in the world—by a wide margin. It processes more than 8.5 billion searches per day, across mobile, desktop, and voice search devices.
Why Google Still Dominates in 2025:
- Integrated across Android, Chrome, Gmail, Maps, and YouTube.
- AI-powered Search Generative Experience (SGE) and Gemini AI offer conversational summaries and visual answers.
- Supports text, image, and voice search with multimodal capabilities.
- Strong ecosystem effect: Gmail, Drive, Docs, Calendar, Ads, Analytics—everything leads back to Google.
Key Data:
- 4.5+ billion active users globally.
- 70%+ of Google searches now include some form of AI overview or quick summary.
- Google Lens image search now sees over 12 billion monthly uses.
New in 2025:
- AI Overviews rolling out globally—summarize answers before organic links.
- Circle to Search on Android—search anything you tap, draw, or highlight on screen.
- Better real-time data integration from Google News, Flights, and Shopping.
💡 SEO Insight: In 2025, ranking on Google means optimizing for AI + user experience, not just keywords. Focus on EEAT, schema markup, page speed, and helpful content that answers queries directly.
🖥️ 2. Bing – The AI-Powered Challenger (3.2% Market Share)
Microsoft Bing holds a 3.2% global search engine market share in 2025 (source: StatCounter), making it the second most used search engine in the world. But its influence is growing fast—thanks to deep integration with Microsoft Copilot, Windows 11, and the Edge browser.
Why Bing Is Gaining Ground in 2025:
- Powered by GPT-4.5+ via Microsoft and OpenAI’s partnership.
- Fully integrated into Microsoft 365 apps (Word, Excel, Outlook) with Bing Chat.
- Default search for Edge browser, Windows 11 taskbar, and Copilot.
Bing in 2025 by the Numbers:
- Over 1.1 billion users monthly across search, Edge, and Copilot platforms.
- Bing AI answers now appear in over 60% of desktop queries.
- 500 million+ people use Bing Chat monthly, especially for code, summaries, and data lookups.
Notable Bing Features in 2025:
- AI-Generated Results with source citations.
- Visual Search, real-time shopping feeds, travel suggestions.
- Ad platform (Microsoft Ads) has grown 40% YoY due to high commercial intent users.
📈 SEO Strategy: Bing rewards structured content, semantic keywords, and schema. With lower competition than Google and growing usage, Bing SEO offers faster wins—especially in the U.S., UK, and desktop-heavy industries.
📰 3. Yahoo – The Legacy Portal Holding Ground (1.2% Market Share)
Yahoo may feel like a relic of the early internet days, but in 2025 it still commands a 1.2% global search market share and maintains high user engagement through Yahoo News, Yahoo Finance, and Yahoo Mail.
Why Yahoo Still Matters:
- Serves millions of users across finance, stock updates, sports, and weather.
- Integrated search experience powered by Bing Search Technology (via long-standing partnership).
- Popular in countries like the U.S., Canada, and Taiwan.
Yahoo 2025 Data:
- Over 600 million monthly users across all Yahoo properties.
- Ranks highly for search queries in stock market, gold price, breaking news, and email login.
- Still commands high mobile web traffic for news-related search.
Top Use Cases:
- Yahoo Finance is the #1 organic result for thousands of stock-related queries globally.
- Yahoo News appears in Google Discover feeds and Bing’s news carousel.
- Yahoo Mail remains one of the top 5 email platforms by user base.
💡 SEO Tip: While Yahoo no longer runs its own crawler, content optimized for Yahoo’s media ecosystem (e.g., newsworthy blogs, finance content, press releases) still sees traffic from organic and partner search.
🦆 4. DuckDuckGo – The Privacy-First Search Engine (0.71% Global Market Share)
DuckDuckGo maintains its position as the leading privacy-focused search engine in 2025, holding a 0.71% global market share . While its share is modest compared to giants like Google and Bing, DuckDuckGo appeals to users who prioritize anonymity and data protection.
Key Features:
- No Tracking: DuckDuckGo does not store personal information or track users, ensuring private browsing experiences.
- Clean Interface: Offers a straightforward, ad-light interface without personalized search results.
- Instant Answers: Provides quick answers sourced from various platforms like Wikipedia, Stack Overflow, and more.
Market Share by Region:
- United States: 1.96%
- Europe: 0.64%
- Oceania: 0.75%
SEO Insight: While DuckDuckGo sources its results from Bing and other partners, optimizing for high-quality content and authoritative backlinks remains crucial. Given its emphasis on privacy, ensure your website adheres to data protection standards to appeal to DuckDuckGo users.
🇷🇺 5. Yandex – Russia’s Search Giant (2.53% Global Market Share)
Yandex stands as Russia’s most prominent search engine, commanding a 2.53% global market share in 2025 . Beyond Russia, Yandex has a significant presence in countries with Russian-speaking populations, such as Kazakhstan and Ukraine.
Key Features:
- Local Relevance: Yandex excels in understanding Russian language nuances, making it the go-to search engine in its home country.
- Integrated Services: Offers a suite of services, including Yandex Mail, Maps, and Translate, providing a comprehensive user experience.
- AI Integration: Continues to enhance search results with AI-driven algorithms tailored for the Russian market.
Market Share by Region:
- Russia: 67.51%
- Kazakhstan: 24.78%
- Ukraine: 10.07%
SEO Insight: For businesses targeting Russian-speaking audiences, optimizing for Yandex is essential. Focus on localization, mobile-friendliness, and fast-loading pages. Yandex also places significant importance on user behavior metrics, so ensure a seamless user experience.
🇨🇳 6. Baidu – China’s Dominant Search Engine (0.88% Global Market Share)
Baidu remains the leading search engine in China, holding a 0.88% global market share in 2025 . While its global presence is limited due to language and regulatory factors, Baidu is indispensable for reaching Chinese audiences.
Key Features:
- Chinese Language Proficiency: Baidu’s algorithms are finely tuned for the Chinese language, offering accurate and relevant search results.
- Comprehensive Ecosystem: Integrates with various Baidu services, including Baidu Maps, Baidu Baike (encyclopedia), and Baidu Tieba (forums).
- AI and Voice Search: Continues to invest in AI technologies, enhancing voice search capabilities and personalized results.
Market Share in China:
- Overall: 53.1%
- Mobile Devices: 67.76%
SEO Insight: To succeed on Baidu, ensure your website is hosted in China or has a fast-loading Chinese version, uses Simplified Chinese, and complies with local regulations. Baidu favors websites with clear site structures, meta tags, and regularly updated content.
🌳 7. Ecosia – The Eco-Friendly Search Engine (0.1% Global Market Share)
Ecosia is a Berlin-based search engine that distinguishes itself by using its ad revenue to fund tree-planting projects worldwide. As of 2025, Ecosia holds a 0.1% global market share, with higher usage in environmentally conscious regions.
Key Features:
- Sustainability Focus: Ecosia allocates 80% of its profits to tree-planting initiatives, having planted over 200 million trees to date.
- Privacy: The platform does not sell user data to advertisers and offers anonymized search data.
- Renewable Energy: Ecosia’s servers run on 100% renewable energy, minimizing its carbon footprint.
Regional Popularity:
- Germany: Ecosia enjoys significant popularity, with a market share of approximately 0.95% .
- France: Holds a market share of about 1.28% .
SEO Insight: While Ecosia’s search results are powered by Bing, optimizing for Ecosia involves focusing on high-quality, relevant content and sustainable practices that resonate with its user base.
🇰🇷 8. Naver – South Korea’s Leading Search Engine (48.4% Market Share in South Korea)
Naver is South Korea’s dominant search engine, commanding a 48.4% market share in the country as of April 2025 . Naver offers a comprehensive portal experience, integrating search with various services tailored to Korean users.
Key Features:
- Integrated Services: Naver combines search with news, blogs, shopping, and its own encyclopedia, providing a one-stop portal for users.
- User-Generated Content: Platforms like Naver Blog and Naver Café foster community engagement and content creation.
- Localized Algorithms: Naver’s search algorithms are optimized for the Korean language and local content preferences.
SEO Insight: For businesses targeting the South Korean market, it’s essential to optimize content for Naver’s unique ecosystem, including leveraging Naver Blogs, ensuring mobile compatibility, and understanding local SEO practices.
❓ 9. Ask.com – The Q&A-Based Search Engine (0.42% Global Market Share)
Ask.com, formerly known as Ask Jeeves, maintains a niche presence in the search engine market with a 0.42% global market share . The platform is known for its question-and-answer format, catering to users seeking specific information.
Key Features:
- Q&A Format: Users can ask questions and receive answers from the community or curated content.
- Simplified Search: Focuses on providing straightforward answers to user queries.
- Niche Audience: Attracts users interested in specific topics, including finance, health, and education.
SEO Insight: To optimize for Ask.com, content creators should focus on clear, concise answers to common questions, utilizing structured data and FAQs to enhance visibility.
🖥️ 10. AOL – A Legacy Platform Still Holding On (Niche Market Share)
AOL may not be a mainstream search engine in 2025, but it still maintains a niche user base—primarily in the United States—due to its legacy as an early internet pioneer. Though its global search market share is too small to chart independently (<0.1%), AOL continues to be relevant through its news portal, email services, and syndication partnerships.
Key AOL Features in 2025:
- Search powered by Bing through partnership agreements.
- Offers curated news, email (AOL Mail), and entertainment content.
- Serves older demographics still using AOL Mail as a primary email solution.
Why it’s still used:
- Familiar interface for long-time internet users.
- Still receives tens of millions of monthly visits, mostly for email and homepage traffic.
- Ranks well for trending U.S.-focused news stories due to syndication partnerships.
📩 SEO Insight: AOL is not a direct target for modern search engine optimization, but news content or syndicated content distributed via AOL platforms (e.g., Yahoo, Huffington Post, TechCrunch—formerly AOL assets) can still drive traffic when indexed by Bing or Google.
🧠 Conclusion: Search Engine Trends in 2025—AI, Privacy, and Regional Dominance
The search engine market in 2025 tells a story of both dominance and diversification. While Google continues to lead with over 89% market share, other platforms like Bing, DuckDuckGo, and Yandex are carving out specialized roles—whether through AI integration, privacy-first design, or regional relevance.
Here’s what stands out:
- AI is reshaping search. From Google’s Gemini-powered overviews to Bing’s GPT integration, search engines are now part chatbot, part traditional index.
- Privacy matters more than ever. DuckDuckGo and Ecosia continue to gain loyal users who care about anonymity, sustainability, or both.
- Localized search is stronger. Platforms like Yandex (Russia), Baidu (China), and Naver (South Korea) dominate in their home markets by offering better language understanding, local data, and integrated services.
- Legacy platforms still matter. Yahoo and AOL maintain millions of monthly users by blending search with services like email, finance, and media.
🔍 Final Takeaway: If you’re planning an SEO strategy for 2025, focus on Google first, but don’t ignore Bing and other emerging engines—especially if you’re targeting niche audiences, privacy-first users, or international markets. Optimize for user experience, structured content, and AI-friendly formats to stay visible no matter how the search landscape evolves.