Key figures
| Metric | Value | Note |
|---|---|---|
| Search Ad Spend | €7.6 billion | |
| Organic Traffic Share | 62.1% | of website traffic |
| Local Search Usage | 73.8% | of internet users |
| SEO Spend | €3.1 billion | |
| Search Engine Market Share | Google 95.5% |
Overview
Search engines are a primary resource for Dutch consumers seeking information and products. Both paid search and organic search optimization are critical strategies for businesses to capture consumer intent online.
Breakdown
- Search Ad Spend by Device (2026): Mobile €4.9B, Desktop €2.7B
- Top Search Queries: Product information, Local services, Price comparisons, Reviews
- Local Search Impact: 83% of local searches lead to a visit or call
Outlook
Search ad spend in the Netherlands is projected to grow, reflecting the channel's effectiveness in driving conversions. Continued investment in SEO will be essential for businesses to maintain visibility in a competitive search environment, particularly for local searches.
Sources: industry surveys, platform filings, and modeled estimates for 2026