Key figures
| Metric | Value | Note |
|---|---|---|
| Search Ad Spend | $6.0 billion | Up 9% year-over-year |
| Organic Traffic Share | 57% | Of total website traffic |
| Local Search Usage | 83% | Of mobile searches have local intent |
| SEO Investment | $3.0 billion | Estimated spend on SEO services |
| Voice Search Adoption | 37% | Of internet users use voice search |
Search engines are a critical channel for Australian consumers, driving significant digital ad investment and organic traffic. Local search queries, especially on mobile, are increasingly important for businesses.
Overview
Search advertising remains a core strategy for Australian businesses aiming to reach consumers actively searching for products and services. Simultaneously, SEO efforts are crucial for maintaining organic visibility and capturing valuable search intent.
Breakdown
- Search Ad Market: Dominated by Google, with increasing use of performance-focused ad formats.
- SEO Focus Areas: Mobile optimization, high-quality content, and user experience are paramount.
- Local Search Strategy: Optimization of Google Business Profiles and local directory listings.
Outlook
Search and SEO spend in Australia is expected to grow in 2026, influenced by AI advancements in search and the continuous demand for relevant, personalized results. Local search optimization will remain a key priority for many businesses.
Sources: industry surveys, platform filings, and modeled estimates for 2026