What’s the best search engine?

The Great Digital Debate: What’s the Best Search Engine? (A British Perspective)

In the bustling digital landscape of 2025, the question “What’s the best search engine?” remains as pertinent as ever. While Google has long held an almost unassailable dominance, particularly here in the UK, a closer look reveals a diverse ecosystem of search engines, each offering unique strengths and catering to different user priorities. To truly determine “the best,” one must consider individual needs, ethical stances, and the specific nature of the information being sought.

The Reigning Monarch: Google

Let’s not beat about the bush: Google is the undisputed king of search, globally and across the United Kingdom. With a market share consistently hovering above 90% in the UK, it’s the go-to for most Brits, becoming so ingrained in our language that “to Google” is synonymous with searching online.

Google’s Strengths:

• Unparalleled Index Size and Breadth: Google has the largest index of web pages by far, meaning it’s most likely to have an answer for almost any query you throw at it, no matter how obscure.
• Sophisticated Algorithms: Its advanced algorithms, constantly refined with AI and machine learning, excel at understanding natural language and delivering highly relevant results, often anticipating user intent before the full query is typed.
• Feature-Rich SERP: Google’s Search Engine Results Pages (SERPs) are incredibly dynamic, offering a wealth of features beyond simple blue links: Featured Snippets, Knowledge Panels, map packs, shopping results, video carousels, and now, increasingly, AI-generated summaries and conversational AI modes like Google AI Overviews.
• Ecosystem Integration: For users embedded in the Google ecosystem (Gmail, Maps, YouTube, Android), the seamless integration makes for a highly convenient experience.
• Local Search Dominance: For finding businesses, services, and directions in the UK, Google Maps and Google Local Search are practically indispensable.

Google’s Weaknesses (and why alternatives exist):

• Privacy Concerns: This is arguably Google’s most significant drawback. Its business model relies heavily on collecting vast amounts of user data for targeted advertising, leading to legitimate privacy worries for many.
• Ad-Heavy Results: SERPs can sometimes feel cluttered with advertisements, pushing organic results further down the page.
• Filter Bubbles: Personalised results, while convenient, can inadvertently create “filter bubbles,” potentially limiting exposure to diverse viewpoints or information outside of your perceived interests.
• Dominance Concerns: Its near-monopoly raises questions about competition, innovation, and potentially stifling smaller players in the search market.

The Contenders: Worthy Alternatives for the Discerning Brit

While Google holds the lion’s share, a growing number of users in the UK are exploring alternatives for various reasons.

1. Microsoft Bing:

As Google’s closest competitor, Bing holds a respectable, albeit significantly smaller, share of the UK market (around 4-5%). It’s the default search engine for Microsoft Edge and is deeply integrated with Windows and Microsoft 365.

• Strengths:
  • Visual Search: Bing often boasts superior image and video search capabilities, with a more visually appealing interface.
  • Microsoft Rewards: Users can earn points for searching with Bing, redeemable for gift cards and other perks.
  • Less Advertisements: Generally, Bing’s SERPs tend to be less inundated with ads compared to Google.
  • AI Integration (Copilot): Bing has been at the forefront of integrating AI chatbots (Copilot) directly into the search experience, offering conversational answers and cited sources.
• Weaknesses:
  • Smaller Index: While substantial, its index is not as comprehensive as Google’s.
  • Less Refined Algorithms: In some instances, search results might not feel as precisely relevant as Google’s, particularly for highly nuanced queries.

2. DuckDuckGo:

For those prioritising privacy above all else, DuckDuckGo is the go-to choice. It explicitly states that it doesn’t track users, collect personal data, or filter search results based on your history.

• Strengths:
  • Unwavering Privacy: This is its core selling point. No tracking, no personalised ads, no filter bubbles.
  • Clean Interface: Its results page is clean, minimalist, and free from intrusive advertising.
  • “Bang” Commands: A unique feature allowing users to quickly search specific websites (e.g., !wiki British Rail to search Wikipedia directly).
• Weaknesses:
  • Metasearch Engine: DuckDuckGo primarily aggregates results from other sources (including Bing, Yahoo, and its own crawler), meaning its independent index is smaller. This can occasionally lead to less comprehensive results for very niche queries.
  • No Personalisation: While a strength for privacy, it means results won’t be tailored to your past searches, which some users might miss for certain types of queries.

3. Ecosia:

A search engine with a noble mission, Ecosia uses its ad revenue to plant trees worldwide. It’s a fantastic choice for environmentally conscious users.

• Strengths:
  • Environmental Impact: Every search contributes to reforestation efforts, with transparent financial reports showing how revenue is used.
  • Privacy-Focused (Generally): While it uses Bing’s search index, it takes steps to protect user privacy.
  • Green Leaf Icon: Identifies eco-friendly websites in search results.
• Weaknesses:
  • Results Powered by Others: Its results are primarily powered by Bing and Google’s data, so the core search experience isn’t entirely unique.

4. Yahoo! Search:

A veteran of the internet, Yahoo! Search still has a presence, often as part of a broader portal experience. It now primarily uses Bing’s search algorithm and index.

• Strengths:
  • Integrated Portal: Often bundled with news, email, and other Yahoo! services for a comprehensive web experience.
• Weaknesses:
  • Relies on Bing: Its search results aren’t independently generated, so it doesn’t offer a truly distinct search algorithm.
  • Less Advanced Features: Generally lacks the cutting-edge AI and advanced features of Google or even Bing.

5. Brave Search:

From the creators of the privacy-focused Brave Browser, Brave Search aims to be an independent search engine with its own web-crawling index.

• Strengths:
  • Independent Index: A key differentiator, reducing reliance on Google or Bing’s results.
  • Privacy-Focused: A strong emphasis on user data security and transparency, with options to disable personalisation.
  • Ad-Free (Currently): A significant draw for those weary of sponsored content.
• Weaknesses:
  • Smaller Index (Growing): As a newer player building its own index, it may not yet be as comprehensive as the giants.
  • Still Developing: Features and result quality are continually improving.

6. Mojeek:

A British-born and based search engine, Mojeek is particularly notable for building its entirely independent search index.

• Strengths:
  • True Independence: It doesn’t rely on any other major search engine’s results, offering a genuinely alternative view of the web.
  • Privacy at its Core: Designed from the ground up with user privacy in mind.
  • Support for UK Innovation: For those who wish to support British tech.
• Weaknesses:
  • Smaller Index: Its independent index is considerably smaller than Google’s or Bing’s, meaning some niche queries might yield fewer results.
  • Developing Features: May not have the breadth of advanced features seen in the larger players.

7. AI-Powered Search Engines (e.g., ChatGPT Search, Perplexity.ai):

The rise of generative AI has introduced a new breed of “answer engines” that aim to provide direct, summarised answers rather than a list of links.

• Strengths:
  • Conversational Interface: Allows for natural language queries and follow-up questions.
  • Direct Answers: Often provides synthesized information, saving users from clicking through multiple links.
  • Citations: Many AI search engines provide sources for their answers, allowing for verification.
• Weaknesses:
  • Hallucinations/Inaccuracies: AI models can sometimes generate incorrect or nonsensical information.
  • Not Ideal for Discovery: Less suited for Browse and discovering new content or exploring a wide range of perspectives.
  • Dependency on Training Data: Their answers are limited by the data they were trained on, which might not always be up-to-date or comprehensive for real-time events.

The Verdict: There’s No Single “Best”

Ultimately, the “best” search engine is subjective and depends entirely on your priorities:

• For sheer comprehensive results, advanced features, and local search dominance, Google remains the undisputed champion. If you value convenience and don’t mind the data collection, it’s hard to beat.
• For a strong blend of solid search results with a more visually appealing experience and compelling AI integration, Bing is a formidable second choice.
• For uncompromising privacy, DuckDuckGo is the clear winner. It’s perfect for those who want to avoid tracking and personalised results.
• For ethical searching that contributes to a good cause, Ecosia is an excellent option.
• For those seeking a truly independent search experience and wanting to support British innovation, Mojeek is a promising contender.
• For direct answers to complex questions and conversational information retrieval, the new wave of AI-powered search engines offers a fascinating alternative, albeit with caveats.

Many users in the UK now employ a mix-and-match approach, utilising different search engines for different needs. Google might be for general queries, DuckDuckGo for sensitive topics, and Bing for image searches or when leveraging its AI chatbot. The key is to be aware of the choices available and to select the tool that best aligns with your personal values and the demands of your particular search. The digital landscape is evolving, and with it, the very definition of what constitutes the “best search engine.”