What Are The Dominant Search Engines In Singapore?

What Are The Dominant Search Engines In Singapore_

Where Singaporean do usually search?

Whenever someone talks about search engines, the first thing that comes to mind is Google. That’s because since the inception of search engines, Google has been the most dominant search engine in most parts of the world.

But now other search engines are stepping out and pulling an all-out to disrupt the trend.

Marketers are still playing catch up though. Every time they’re vying for online traffic, rest assured all their effort will be directed towards Google. After all, Google controls an upward of 90% of the online traffic in most regions, with the other search engines taking only a small cut of what the internet has to offer.

Assuming you attend an SEO meetings – then we’re willing to bet that majority of what will be discussed in the meeting will about Google, with topics that swing along the lines of “How’s our Organic search?” “How can we get our landing page on the first page of Google or “how can we write a winning featured snipped for Google.”

During the discussion, we can also bet that there will be no one offering a different perspective from what is being discussed. Definitely none of the co-workers will be suggesting you pivot and consider capturing the traffic from a different search engine, such as Bing or Yahoo.

Goes to show that Google is the most popular search engine that people almost forget that other search engines do exist as well. Powering an upward of 70% of the global search market share, its popularity also makes it one of the most challenging search engines to rank on.

Meaning, you might be missing a critical opportunity to generate an insane amount of traffic should you choose to turn a blind eye on the other search engines, particularly here in Singapore. Top ranking websites in Singapore focus on optimising content for all search engines. 

The Dominant Search Engines in Singapore

Evaluating your SEO efforts will sometimes demand that you step out of the Google bubble and consider checking out what the other search engines have to offer. In this post, we try to share the percentage market penetration of individual search engines in Singapore.

The methodology used is pretty simple and straight to the point. Basically, a list of 15 nations with the highest nominal GDP was compiled. StatCounter then proceeded to calculate each search engine’s penetration in every single one of these nations.

The resulting percentages were then rounded to the nearest tenth, with a top 6 list of dominant search engines on each one of these nations released.

In Singapore, Google takes the lion share of the search engine market. That hasn’t been the case, considering there was a time when people who used Google and other search engines could easily be divided.

But now we’re operating at a time when if you’re NOT cashing in on Google, then there’s a stronger possibility that you’re misapplying the internet.

And, there’s nothing more vexing than the accelerated pace at which search engines are evolving. Their algorithms are always mutating, starting with the accelerated mobile pages, and now we’ve the looming index divide tagging along with a lot of uncertainty.

That being said, here are the 5 dominant search engines in Singapore that you should be using them to make necessary adjustments to your marketing strategy for even better traffic and lead generation results:


About 95 percent of the population in Singapore don’t even think about which search engine to use, they simply ‘Google it’, that’s according to the Stat Counter report released in the recent past.

Google still stands as the most popular search engine in Singapore, and it’s all for a good reason.

search engines

With over 95% of Singapore’s search market share, Google has been found to capture 85% of the mobile traffic. For this reason, Google is considered a viable option if you’re looking to capture paid search or organic traffic – with the only downside being, every marketer in Singapore will be competing for the same traffic.

In addition, Google made some serious changes to their algorithm, like coming up with featured snippet, all of which are meant to add to their users’ experience and fulfil their needs. This, coupled with its popularity, makes it a bit hard for you to capture the kind of traffic you’re interested in. 

It’s also been established that businesses in Singapore, whether large or small, have an in-depth understanding of what SEO really is and what it can do their business and overall growth.

But even with this, SEO is still in expansion. Which is to say, we’re in the adoption phase where its real value is NOT yet realized is some parts of Singapore. It’s also been reported that majority of Singaporean users have a strong preference for heavy-content sites with a strong authority. Meaning, there’s a whole lot you’ll be missing in terms of organic traffic if you’re NOT leveraging SEO and specifically targeting the most dominant search engine in the country, and that is Google.


Yahoo is the second most popular search engine in Singapore, holding 2.05% of the Singaporean search market share.

Though powered by Bing, a good chunk of users in Singapore prefer using the search engine over any other option the market has to offer and it’s because of its sleek interface. Also, as expected, the bulk of those using the search engine access it via mobile.

And while the number of people using Google has been on an inconsequential decline in Singapore, those using yahoo on the other hand have been on an upward trajectory since July. Before this, Bing was the second most dominant search engine in the country.

This makes it an important search engine in its own right – and like we’ve mentioned already, this is partly due to the sleek nature of its interface.

Suffice it to say that the number of Singaporeans using Yahoo almost doubles the number of those using Bing.


Holding the third position of the search market share in Singapore is Bing. Commanding 1.04% of the search market in Singapore, there are so many reasons anyone would to turn to this search engine over any other option on the list.

get google ranking ad

The core one being the search engine is credited for offering the best video search, even better than Google. First it’s the interface design which allows videos to be displayed in larger thumbnails that online users can click through or preview them by simply hovering over them.

Again, the use of Bing in Singapore has been on a slight drop since July 2018, a decline that saw to it that it would be overtaken by Yahoo for the second position.

Yandex RU

Yandex is the most dominant search engine in Russia, Ukraine, Turkey, Belarus, and Kazakhstan and the fourth most popular in Singapore.

Holding about 0.25% of the search market share in Singapore, the search engine is offered in two languages – Cyrillic and English. It also comes with cloud storage, with an option for users to search for their own files via the Yandex search bar. This accounts for one of the reasons it’s among the five most dominant search engines in the country.


Baidu is one of the newest search engines to come to play, and one of the fastest growing search engines worldwide. Holding 0.25% of the market share in Singapore, Baidu has grown to be the most popular search engine in China, and the fifth most popular one in Singapore.

Its market share has been increasing steadily, according to the latest Wikipedia report and it’s just a matter of time before it becomes a force to reckon with, particularly here in Singapore.


0.2 % of internet users use DuckDuckGo to search for online content. As one of the search engines that has made tremendous strides integrating artificial intelligence to their search system, DuckDuckGo is favored for NOT retaining any form of data. You’re however advised to be more careful when using this search engine to market your products because the analysis it provides are mostly gathered from the searches people make on it.

What Are Differences Between Google and Bing

Majority of people think about Google when they need to use a search engine. However, you may be missing a  business opportunity by skipping Bing. Since 2010, both Yahoo and Bing have managed to secure about thirty-three-point six percent of the search engine market share.

The percentage of the market share differs in different industries. For instance, in searches related to telecommunications, education and automotive, Bing and Yahoo get approximately eighty percent of all the quests.

Some Singapore marketers  have noted that the conversion rate of Bing traffic is higher than that of google traffic. This is related to Bing audience having more cash to spend and being more mature. Bing and Google have much in common regarding ranking signals. However, they also have some main differences.

This article goes through the difference between Bing and Google and will help you customise your Singapore digital marketing campaign accordingly. 


Trust is one of the things that are given priority by both Bing and Google. Backlinks act as a signal that your website visitors found the content to be relevant, useful and valuable. They want to share it with other people because they trust your content information. This is the reason why both Google and Bing value backlinks. Google measures your website trust by monitoring the PageRank domains that link to your content.

High page ranks are more valued and have a heavier weight than the low-rank page links. A few of these top PageRank links are worthier than hundreds of low PageRank spammy links. Though Bing values high-quality backlinks, it puts more importance on domain age and other specific domain extensions. Bing highly values websites with many organic backlinks and correctly created domains especially those that end with .edu, .org, and .gov extensions.

These are the factors Bing considers as their trust signals. To some extent, Bing also considers the number of backlinks. However, avoid low quality and spammy links as with Google. Put more effort on quality over quantity. Create about twenty backlinks monthly.


Keywords present the most significant differences between Google and Bing. Google is intensifying its work of improving the user’s search accuracy by trying to understand more the intention of the searcher and interpreting the different contents from websites. This is in other words referred to as semantic search that depends on the artificial intelligence of the machine as they try to understand the content of web pages.

According to the Google ranking algorithm, the third most important ranking factor is the RankBrain. This involves merely ranking of websites according to the comprehensibility of the webpage topics and articles but not by exact match keywords. Contrary to Google, Bing emphasizes more on the use of targeted keywords according to its webmaster guidelines.

You will rank better on Bing search engine by using exact match keywords including your Metadescription, domain, and H1 and H2 title tags. Another difference between these two search engines is that Google uses the contextual query clues to give the results that you are searching for.

In contrast, Bing gives the available local results the priority. Bing also offers other options if your query has numerous meaning in an attempt to understand what the user wants.

Meta Keywords

Still, in the keyword subject, meta keyword is an elephant that we have to address. For Google, they are no longer concerned about meta keywords. They started discounting meta tag keywords since 2009, and there are many articles about why you should avoid meta keywords.

Nevertheless, for Bing, meta keywords are functional and alive. A website, may hence rank high on google but rank poorly on Bing and Yahoo due to the absence of meta keywords and descriptions. The fact that meta keywords have a massive impact on Bing doesn’t mean you should stuff your meta tag with irrelevant keywords.

Multimedia Content

Bing has one of the most advertised features referred to entity understanding and has been pushing for visual search. Bing has been able to develop its technology to accurately understand and crawl multimedia content including audio, video, and images.

More so, Bing has been able to crawl and comprehend flash websites successfully. For Google, it still depends highly on textual content. High-quality videos and images are still considered but are not weighed as heavily as text-based content. Flash websites are all but non-existent to them. Well, I won’t advise you to build a flash website. However, putting more videos, images and audio files in your content may give you a step above others in Bing rankings.

Social Signals

Google has for a long time refused to come clear whether social signals play a role in ranking website pages. This is despite continuous conjectures that it has some particular small roles. It considers twitter and Facebooks like the rest of the indexed pages. However, Bing has come clear and opened up about the significance of social signals.

According to Bing, if you have social media influence, your followers share your content widely which acts as a positive signal to Bing. This will help you to rank higher in the search engine results page. This means that you will have to improve your social media platforms for marketing and advertising strategies.

This is in a bid to maintain higher interactions and engagements regarding many shares, tweets, likes, and comments. Even though incorporating social media in your search engine optimization strategy consumes much time, it is worth your time if you want to optimise for Bing. A social media listening tool is useful to help you get into all conversations concerning your business industry on social media platforms.

Other Search Engines

The rest of the search engines only cover a tiny fraction, almost negligible, of search engines users in Singapore. They include search engines that are a bit narrowed in nature such as dogpile, Quora, and Vimeo.

Of the remaining search engines, DogPile is the most popular of the bunch. As a search engine that works by pulling content off other search engines, DogPile is the ideal search engine for searching complex results. It’s even better because it allows you to filter out ads while at it.

It’s the search engine majority of advanced internet users in Singapore use when trying to scour the net without any form of interference from flashing ads.

Overall Internet Usage in Singapore

Singapore has about 5.3 million active internet users as of the time of writing this, with the percentage expected to shoot up to 5.9 million users by 2023.

Speaking of which, an impressive count of internet users in Singapore have admitted to using search engines to discover new products, services, and brands. It’s what they use to dig out for more info regarding a product or service they’re interested in buying or hiring.

Google use has been on a minor decline since July 2018, with Yahoo taking an upward trajectory from there and emerging as the second most used search engines in the country – after beating Bing.

It’s clear that search engines are here to stay. The industry might be disrupted a little, more so with the introduction of mobile, but you can only expect search engines to get better at what they do.

It’s also worth noting that we’re living at a time when people are beginning to note that other search engines do exist. So instead of hearing the whole world heckle ‘let’s Google’, you can expect to hear them talking about ‘searching for it’ online at least once in a while.

Number of Users

Of the total count of all internet users in Singapore, 5 million of them have a strong preference for using Google to search for different items online.

Yahoo search on the other hand boasts about 100, 000 active users — a whopping 2.05% of the total number of active internet users in Singapore. They’re closely followed by Bing, with about 50 000 active users, with the rest going to the remaining search engines.

What’s Common Among these Search Engines?

All these search engines have been found to value fresh content. Which is to say regularly publishing fresh posts on your blog or website will most likely boost your online reputation and success.

To rank for Baidu though, it’s recommended that you make an effort of submitting the posts you publish to their News Feed, which happens to be their main attraction point for new readers.

For businesses that want to expand to Singapore, it’s crucial that they start by understanding that the local search engine market is constantly changing and evolving. This information is particularly critical when coming up a fully functional marketing strategy for securing a prime ranking in local searches. 

For business that wish to expand globally, by stretching outside the Singaporean market, it’s recommended that they try optimizing their sites and blogs for the key regions – such as Naver for South Korea, and Yandex for Russia to name a few.

Bing and Yahoo are the two most popular search traffic leaders in Singapore. 

Yahoo comes next after Google as one of the most dominant search engines in Singapore. It’s closely followed by Bing, with other search engines come after.

It’s also the fastest growing search engine in the country, and it’s just a matter of time before it attracts an even bigger share of internet users in Singapore.

Optimizing for the Two Search Engines

Optimizing for the two search engine isn’t very much different from the regular SEO strategy people use to optimize their sites for Google.

It bears repeating that Bing has been powering Yahoo since 2009. Meaning, they both operate on an almost similar SEO strategy.

The search engine is owned by Microsoft, and it’s the default search engine for Internet explorer.

Firefox on the other hand defaults to Yahoo, with other search engines being offered as options.

All this information is meant to make a difference on the SEO strategy you decide to come up with.

One difference being, while Google operates with latent Semantic indexing that allows them to pull different keyword variations and establish a connection, Bing and Yahoo are a bit old school and will as such require the keyword you optimize to exactly match a particular phrasing.

Also, while Google puts a lot of emphasis on tags and metatags, Bing and Yahoo tend to value titles a little bit more, and it’s for this reason that you’re advised to make good use of SEO tool such as YOAST if you’re looking to rank in them as well.

Let’s wrap it up

It’s quite impossible to walk away from Google, but it’s important to factor in other search engine as well while you’re working on a solid SEO strategy. The process can be stressful, but at a time when everyone is so focused on Google that they forget other search engines exists, you simply have so much to gain when you choose to focus the same amount of effort and energy on other search engines as well.

We are known for providing the most comprehensive and results-oriented SEO services in Singapore. Get in touch with us for expert tips on how to optimise your website content for all these search engines. 



What are the top search engine in singapore

– Google
– Baidu

What is the Number 1 search engine in Singapore?


Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

Leave a Reply

Your email address will not be published. Required fields are marked *

Get FREE Website & Digital Marketing Quote Today!

    Go top