28/02/2019


DuckDuckGo on the rise

DuckDuckGo is on the rise. Nearly every Google Analytics account shows more and more people are using this new search engine every day, but why are people using DuckDuckGo? Can we advertise on DuckDuckGo? What’s in it for my business?

What is DuckDuckGo?

Let’s start with a short introduction of this fast-growing search engine. DuckDuckGo is a search engine that allows you to surf the internet anonymously. Contrary to Google, this search engine doesn’t collect any data of its users. As many of you know, Google collects user data and creates profiles of users. This allows Google to show us personalised ads that are more relevant to us.

The DuckDuckGo search engine uses APIs of other search engines. The search results are collections of sources like Yahoo, Wikipedia and Wolfram Alpha. DuckDuckGo also has its own spider, The DuckDuckBot, which crawls websites to see what content is on there.

In short, DuckDuckGo is a search engine that wants to stand out to the rest, by making anonymous search possible. In a nutshell, unlink other search engines DuckDuckGo does not make data profiles of its users however, does show the same search results to everyone.

Is DuckDuckGo really as safe and private as it claims to be?

How do you know if your data is treated safely?

Google Chrome, Safari, Firefox and Edge all have their own incognito mode. Surfing the internet in incognito mode, keeps all the websites you’ve visited out of your browser history and allows you to surf the internet anonymously.

A recent publication of DuckDuckGo suggests that an incognito mode does not protect you from Google’s algorithms. This means you would still be seeing personalized search results. Obviously, this battle was to be expected. Recently Google did release the Duck.com domain to their competing search engine, which seems a bit odd.

So, how DO you know if your data is treated safely? At this moment, this question cannot be answered accurately, because the right information has not yet been released. However, we are expecting to learn more about this soon as more people are transitioning to DuckDuckGo as their search engine of choice.

DuckDuckGo search results are growing

DuckDuckGo Tweeted to have passed the 30 million queries/day mark on their own statistics page (Google handles nearly 4 billion queries a day!). Thanks to this quick growth in the past 3 years, several popular browsers offer DuckDuckGo as their standard search engine. The market share of DuckDuckGo has also been seen to grow in South Africa.

DuckDuckGo and advertising

Since the number of DuckDuckGo users is growing, it gets more interesting for businesses to focus on the new search engine as well. The growth of the results is clearly visible as some websites have reported growth of more than 300% compared to 3 years ago.

DuckDuckGo offers ads that are comparable with Google’s ads. They are shown above organic search results and on the right side of the page.

Besides that, DuckDuckGo is affiliated to the ‘Yahoo-Microsoft Search Alliance’ and uses Microsoft’s software for its ads.

Until now, DuckDuckGo does not host its own ad-platform. To place ads in the new search engine, you need to use a Bing Ads account. DuckDuckGo is registered as a syndicated search partner and therefore makes it impossible to target ads on the DuckDuckGo search engine only. The created ads will also be shown in other partner search engines.

Want to find out how much traffic you're receiving?

In the past couple of months, we have seen DuckDuckGo returning in our client’s Google Analytics accounts as a growing source. Recently Google Analytics started to recognize DuckDuckGo-traffic as organic traffic as well. You can easily check this out for yourself in Google Analytics. Just login to your account, go to ‘Acquisition’, click ‘Source/medium’ and you’ll see it for yourself!

Want to know more about DuckDuckGo?

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