When Google sneezes, the internet catches a cold. But what if Google is now dealing with a slow, creeping flu?
Google and “search” used to be synonyms. Literally.
We didn’t say “Look it up.”
We said: “Google it, yaar.”
But here we are in 2025, and for the first time since Dil Dhadakne Do was trending, Google’s global market share has dipped below 90% in six of the last seven months.
A blip? Maybe.
A signal? Absolutely.
Wait, Is Google Actually in Trouble?
Let’s not cry for Google just yet — it still handles 5 trillion searches a year (that’s trillion with a “t,” or roughly how many times we check if it’s a dry day on Swiggy).
But here’s the twist: younger, AI-hungry, privacy-conscious users are starting to ask:
“Is there something smarter, faster, or just… less ad-y?”
And guess what? The market is finally offering answers.
The Cracks in the Kingdom
- Statcounter Data (April 2025):
- Google: Still dominant, but slipping
- Bing (yes, Bing): 4% and growing, thanks to its AI tag team with OpenAI
- Yandex: 2.49%
- Yahoo: 1.33% (because nostalgia sells?)
- DuckDuckGo: 0.79% — slow but steady, and definitely not tracking you
So what’s changing?
Enter the AI-native challengers:
- Perplexity
- ChatGPT Search
- And all the smart tools that make Google’s interface feel like it’s still stuck in 2017
AI Overview: Helpful, or Just Helping Itself?
Google rolled out AI Overview last year — a tool that answers your question before you even click a link.
Sounds great, right?
Well… publishers aren’t thrilled.
Imagine you wrote a blog titled “Best Laptops for College Students in India”, and Google just serves up your key points without anyone clicking through.
Thanks for the visibility, but… where’s the traffic?
Meanwhile, ChatGPT and Perplexity are now doing revenue-sharing deals with publishers. Google? Not yet.
A little “AI karma” catching up? We’ll see.
Antitrust, Ad Fatigue & Algorithm Drama
Let’s not forget:
- Google is still in court over monopoly claims
- Users are complaining about ads overwhelming search results
- And competitors are learning:
- Don’t build a search engine
- Build a better experience
When even Microsoft starts looking cool, you know the game is changing.
What This Means for You (Especially If You’re in Digital Marketing)
- Don’t bet the house on SEO alone.
Diversify — think platforms, communities, curated content, owned channels. - AI isn’t replacing search. It’s remixing it.
The next generation isn’t googling first — they’re checking Reddit, YouTube, or even WhatsApp groups (yes, aunty is a content channel now). - Brands need to optimise for AI engines too.
Tools like Perplexity are pulling summaries from sources with citations.
If you’re not part of the top 3 answers, you’re invisible.
Final Word: Google’s Not Going Anywhere… But Neither Are Its Competitors
This isn’t a takedown. It’s a transition.
Google is still the Goliath. But Goliath now shares space with a dozen Davids — most of whom come bearing LLMs, shiny UX, and no creepy ad tracking.
So the next time your search traffic dips, don’t just blame the algorithm.
Blame the future.
And maybe, start adapting to it.
Sources:
- Ostwal, Trishla & Hiebert, Paul. “Google’s Vulnerability In Search Is Growing,”
ADWEEK, April 2025
https://www.adweek.com - Statcounter Global Stats, April 2025
- Google’s Ads & Commerce Blog, March 2025
- Gartner Insights via Noam Dorros