Apple on the other hand

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The truth is that the present reality blurs these use cases to the point of it not being useful to separate them. But for Google to be replaced by something that maintains this close alignment, it’d have to be a close peer competitor. The obvious pretenders There are two that come to mind, as similarly resourced companies trying similar things via a similar method (a web index): Bing and Apple. I don’t want to be dismissive of Bing, or of the value of someone — anyone — else maintaining a similar enough competitor to keep Google somewhat honest.


Although it’s often mocked in SEO circles, Bing in reality is not so many years email lists uk behind Google at any given point. But, really, it’s hard to see the events that could lead to Bing supplanting Google at its own game. It’s just too similar for people to make the switch. One possibility based on recent news is for Bing to become less similar, pursuing one of the precise alternatives I’ll cover below - but more on that when we get to it.



, is doing something similar, but with some unique advantages. I must credit my former colleague (and 2023 Mozcon speaker) Tom Anthony who has been very prescient around Apple’s moves in this space, going so far as to backward-engineer Apple search results that weren’t supposed to be publicly available. Apple can do things that Bing can’t, leveraging Apple’s app ecosystem and device integration to provide search results that skip certain steps of a user journey in ways that Google cannot, or will not.