NAVER vs Google: Top 4 Search Engines in South Korea and How to Maximize Local SEO

While Google and Yahoo! are well-known as the primary search engines in Japan, NAVER, a platform that has grown independently in South Korea, holds a dominant market share there.

In this article, we'll highlight four major search engines with high market share in South Korea.

Among them, we focus primarily on the two most influential platforms: NAVER and Google, addressing key questions such as:

"How can businesses implement effective SEO and advertising strategies on NAVER?"

"What are the concrete differences between NAVER and Google?"

By gaining a solid understanding of the unique structure and features of South Korea’s search engines, you can strengthen your inbound strategies and enhance your web marketing performance in the Korean market.

If you’re looking to strengthen your inbound marketing strategy or stay up to date on the latest digital marketing trends in South Korea, be sure to check out the following articles:

Instagram Marketing with Korean Hashtags: How to Attract Korean Visitors Through Social Media

South Korea Digital Marketing Trends 2024: Data-Driven Strategies for Business Success

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Top 4 Most Popular Search Engines in South Korea

Let’s begin by introducing the top 4 most popular search engines in South Korea. The data below reflects market share as of May 30, 2024.

According to the latest figures, NAVER remains the dominant player, capturing an impressive 56.97% of the search engine market in South Korea.

Following NAVER, Google holds a 34.64% share, and has been gradually increasing its presence in the Korean market.

Although their user bases are much smaller, DAUM — a Korean-born search engine — maintains a 3.64% share, while Bing, the world’s second-largest search engine globally, holds 3.41% in South Korea.

Next, we’ll take a closer look at the unique features and positioning of each of these four search engines.

1. NAVER

   
   

NAVER is the most widely used and consistently dominant search engine in South Korea, holding the top market share nationwide.

Launched in 1999 by NAVER Corporation—the parent company of the popular messaging app LINE — NAVER quickly established itself as the country’s go-to search platform.

In 2003, the introduction of NAVER Blog further accelerated its growth by riding the wave of the blogging boom, solidifying its presence in the Korean digital ecosystem.

Today, NAVER boasts over 42 million registered users, with approximately 16 million daily active users accessing the platform.

2. Google

   
   

Google is the world’s leading search engine by market share and also holds the top position in Japan.

Originally launched in 1997 by Google Inc., it introduced a minimalist, search-focused interface that stood in stark contrast to the content-heavy portal sites that dominated at the time.

In South Korea, Google’s market share remained in the single digits for many years. However, in recent years, it has steadily gained traction — rising to approximately 35% as of 2024.

3. DAUM

   
   

DAUM is a South Korean–origin search engine operated by Kakao Corporation, the company behind the popular messaging app KakaoTalk.

DAUM initially gained popularity through services like Hanmail, Korea’s first web-based email platform, and its Café community forums, which helped boost its market share for a time.

However, its presence has since declined. As of 2024, DAUM holds a 3.64% market share, making it a minor player among South Korean search engines today.

4. Bing

   
   

   

Bing is a search engine developed by Microsoft.

While it ranks among the top three search engines in Japan, its market share in South Korea remains relatively low at 3.41% as of 2024.

As the default search engine pre-installed on Windows devices, Bing is often used for business-related searches by professionals and enterprise users.

One of its key differentiators is its search technology, which differs from Google’s. In 2023, Bing further enhanced its capabilities by integrating AI-powered chat functionality.

Key Features of NAVER and How It Differs from Google

Both NAVER and Google are search engines that generate revenue primarily through advertising.

However, their operating models and business strategies differ significantly, which leads to major differences in how their search systems, SEO practices, and advertising platforms function.

Below are some of the key features and functions of NAVER that marketers should understand when considering web marketing in South Korea.

• NAVER’s interface and the way it displays search results differ significantly from other global search engines.

  
  

• Conventional SEO tactics used for Google are often ineffective on NAVER due to its distinct algorithm and content priorities.

Let’s take a closer look at how the two platforms differ.

Unique Interface and Search Result Structure

NAVER and Google differ significantly in their content delivery philosophy and interface design.

While Google features a clean, minimalist interface with a single search bar, NAVER uses a portal-style layout, similar to Yahoo!, where information is divided into multiple content categories.

This category-based structure is particularly popular among Korean users, with NAVER offering around 50 different content categories, such as blogs, news, shopping, and Q&A.

When it comes to ranking, Google displays results based on a unified set of algorithmic evaluations. NAVER, however, uses a two-step process to determine visibility:

1. It first selects the order of content categories relevant to the search keyword.

2. Then, it ranks the content displayed within each category.

For example, if you search for the term “internet” on NAVER, the results are divided and displayed by category — such as news, blogs, videos, and shopping — each arranged based on NAVER’s internal logic.

Why Google SEO Strategies Don’t Work on NAVER

SEO strategies designed for Google often don’t apply effectively on NAVER.

This is because NAVER’s algorithm is fundamentally different from Google’s. While Google ranks content based on external authority signals and organic performance, NAVER prioritizes content hosted within its own platform.

Content from NAVER Blog, NAVER Café, and NAVER Ads is given preferential placement in search results. As a result, it is significantly harder for traditional websites — especially external corporate sites — to achieve top rankings through organic SEO alone.

Moreover, each category within NAVER’s search results typically displays only 3 to 5 top-ranking entries, and these are mostly filled with NAVER-hosted content. This makes it especially challenging for off-platform websites to compete in NAVER’s SERPs without leveraging its internal tools and content channels.

Tips for Effectively Leveraging NAVER for Marketing

When using NAVER for web marketing in South Korea, it’s essential to understand the platform’s unique structure and ecosystem, as previously outlined.

Since traditional SEO is challenging on NAVER, marketers should take a more platform-specific approach. Below are four effective strategies to get the most out of NAVER:

1. Understand Ranking Placement and Impression Share

2. Utilize NAVER’s Listing Ads

3. Leverage NAVER Blog

4. Take Advantage of NAVER’s Ad Extensions

Understanding Ranking Placement and Impression Share

On NAVER, search result rankings are visually indicated using medal icons — gold, silver, and bronze — displayed below the page title. While Google once displayed ranking positions, this is no longer the case.

However, unlike Google Ads, NAVER does not provide “impression share” metrics. Impression share refers to the ratio of actual ad impressions to the total number of possible impressions.

The formula is as follows:

Because NAVER doesn’t offer this metric, advertisers must instead closely monitor listing positions and impression counts manually, making ongoing analysis and optimization critical.

Utilizing NAVER Listing Ads

If you’re considering marketing on NAVER, it’s highly recommended to incorporate listing ads into your strategy.

As mentioned earlier, traditional websites struggle to achieve high organic rankings on NAVER, which is why many Korean companies rely on paid listing ads to drive traffic and visibility.

NAVER’s listing ads appear at the top of the search results in a blue-highlighted section, making them highly visible to users.

Additionally, NAVER allows up to 20 ad placements per keyword, increasing the chances of exposure compared to other content categories — making it an effective channel for paid visibility.

Leveraging NAVER Blog for Marketing

Another highly recommended strategy for NAVER marketing is to actively use NAVER Blog.

In South Korea, blogging remains a deeply rooted and popular digital culture, and NAVER Blog is one of the platform’s most heavily used content categories.

Importantly, NAVER Blog is one of the few areas where SEO practices are actually effective, making it a valuable tool for organic reach and brand building.

The platform offers ready-made templates similar to WordPress, making setup and management relatively easy even for beginners.

To manage your NAVER Blog effectively, keep the following best practices in mind:

• Update posts regularly to keep your blog content fresh

• Include relevant keywords throughout your posts strategically

• Use plenty of original images to enhance visual engagement

Just like in Japan or other markets, it’s crucial to create consistent, keyword-optimized content that aligns with user intent and search trends.

Utilizing NAVER Ad Extensions

When running ads on NAVER, it’s also highly recommended to take advantage of optional features known as “ad extensions”.

NAVER offers several types of ad display extensions that can enhance visibility and user engagement. These include:

The Power Link Image extension allows you to display a product- or service-related image alongside your ad title, helping to deliver a more specific and visually engaging message.

The Image-Type Sub-Link is another image-based option, but this one enables you to embed a clickable link within the image itself, driving users directly to a targeted page.

The Blog Review extension lets you turn user-generated blog reviews from NAVER Blog into ads, leveraging real customer feedback to boost brand credibility and encourage conversions.

Frequently Asked Questions (FAQ)

Here are some of the most common questions we receive about marketing and business in South Korea:

What are the most popular social media platforms in South Korea?

For a detailed ranking and practical tips on how to run successful social media campaigns, check out this article:

Top 5 Most Popular SNS Platforms in Korea (2024 Edition) – How to Succeed in Korean Social Media Marketing

What should I know before starting a business in South Korea?

For strategies and key considerations when entering the Korean market, we recommend reading the following guide:

How to Succeed in Korean Business – Insights from a Digital Marketing Consulting Firm

What are the traits of successful Japanese companies doing business in Korea?

For real-world examples and best practices from successful Japanese businesses, see this article:

Korean Business Tips for 2024 – Characteristics of Successful Japanese Companies and Market Entry Benefits

I want to increase brand awareness in Korea. What’s the best promotional approach?

Explore three proven promotional strategies and important points to consider in this article:

2024 Strategies for Building Brand Awareness in Korea – Data-Backed Promotional Tactics

Which video streaming platforms are popular for advertising in South Korea?

For an overview of Korea’s top OTT platforms and advertising opportunities, refer to this resource:

Top 5 Video Streaming Platforms in Korea – Insights into the Korean OTT Market for Marketers

Conclusion

In South Korea, NAVER maintains a dominant market share as a search engine with a unique structure and ecosystem.

For businesses considering search engine–based marketing strategies in Korea, it’s essential to first understand how NAVER differs from global platforms like Google — both in functionality and content priorities.

As one of the world’s most digitally advanced countries, Korea’s marketing methods continue to evolve rapidly.

To succeed, businesses must go beyond conventional approaches and adapt to local trends and platform-specific strategies.

Staying informed and keeping up with the latest developments is key to running effective and competitive web marketing campaigns in the Korean market.