In the last few weeks, Google has been seeing some distance and resistance being put between them and their partners. Firefox changed their default search to Yahoo! and Europe has just voted to break up Google. Now, it looks like the next change may be coming from Apple.
Recently The Information revealed that another big change could be on the horizon, specifically with the search partnership between Google and Apple.
In 2010, Apple had partnered to make Google the default search engine for it’s Safari browser. With that contract expiring in 2015, there is some speculation that the partnership won’t be renewed moving forward.
Apple has been making strides to distance itself from Google in the last few years. Some of these changes include Siri using Bing as its default search engine, the Apple Watch using Siri (and thus, Bing) as its default search, and replacing Google Maps with Apple Maps on new Apple products.
With the changes, it isn’t too far fetched to think that a replacement could be coming. Especially since Google entered the mobile market with their Android phones, it seems to make sense that Apple would no longer want to support competitor products.
Why is this important
While Safari has only a small piece of the pie for desktop search, they hold a whopping 45% of the mobile search market, due to being the default browser on Apple products.
With mobile becoming more and more relevant for search, particularly local search, an opening like this could potentially dig into Google’s search dominance. While it won’t cripple Google, there is now a great opportunity for competitors to get some of the market share
Microsoft and Yahoo! are likely contenders to replace Google as the default search engine for Safari, but they are not the only options.
In fact, with the recent addition of Maps Connect (learn more here!), there is a possibility that Apple could be priming themselves to announce their own search engine to replace the competition.
Any of these changes means that getting your local listings and ads on competitor search engines should be a top priority for your marketing efforts. Having 45% mobile market share is nothing to scoff at, and if a big shift in mobile search happens, it would be wise to be prepared for that change.
Thoughts to consider
So what do you guys think about these revelations?
- Will Bing or Yahoo! replace Google as Safari’s default search engine?
- Is Apple working on their own search engine?
- What will the future of mobile search be like in 2015?
Tell us your thoughts and what you think could happen in the near future!
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