Top 5 Search Engines in Australia (2024): SEO Trends and Strategies for Market Entry

Australia is widely recognized as a nation of immigrants, and its population growth and economic outlook remain highly promising in the years ahead.

Due to its historical ties with the United Kingdom, Australia is part of the English-speaking world — making it an ideal market for global business expansion.

For any company looking to enter the Australian market, digital marketing is essential. In particular, leveraging search engine optimization (SEO) and paid search advertising (SEM) can significantly enhance visibility and drive business growth.

To craft an effective content marketing strategy in Australia, it’s crucial to understand the following key elements:

• Most used search engines

• Primary devices for online searches

• Dominant browsers among users

• Frequently visited websites

• Commonly searched keywords

In this article, we’ll explore these core components from the perspective of digital marketing professionals with global expertise — helping you build a scalable strategy tailored to the Australian digital landscape.

▼ WATCH RELATED VIDEOS HERE (JAPANESE AUDIO, ENGLISH SUBTITLES AVAILABLE)

Top 5 Search Engines in Australia

To understand SEO strategy in Australia, it’s essential to first look at the market share of search engines. Below is a comparison between Australia and Japan:

Search Engine Market Share in Australia (June 2024)

Source: Statcounter

Search Engine Market Share in Japan (June 2024)

Source: Statcounter

As the data shows, Google dominates the Australian market with a 94.38% share — clearly positioning it as the only significant search engine in the region.

In comparison, Japan appears more diversified, with Google at 77.98% and Yahoo! at 12.54%. However, it’s important to note that Yahoo! Japan also uses Google’s search algorithm. This means Google’s effective dominance in Japan is also well above 90%.

Conclusion: Whether in Japan or Australia, optimizing your SEO and content marketing for Google is a must. The strategies that work for Google in Japan will also be highly effective for the Australian market.

Device Usage in Australia: Mobile Still Leads, But PC Remains Strong

According to SimilarWeb data as of June 2024, here is the breakdown of device usage for internet access in Australia compared to Japan:

Australia's Device Usage Share (June 2024)

Source: SimilarWeb

Japan's Device Usage Share (June 2024)

Source: SimilarWeb

While both markets show a dominant preference for smartphones, Australia has a notably higher PC usage rate compared to Japan. Still, the smartphone-first trend is clear, making mobile responsiveness essential for content and site optimization.

Most Popular Browsers in Australia

Browser preferences in Australia largely mirror those in Japan, with Google Chrome and Apple Safari dominating.

Australia's Browser Market Share (June 2024)

Source: StatCounter

Japan's Browser Market Share (June 2024)

Source: StatCounter

When it comes to browsers, both Japan and Australia show nearly identical trends, with Google Chrome and Apple Safari dominating the market.

As both countries are heavily influenced by the U.S. tech ecosystem, it’s no surprise that these two browsers lead in usage share.

Therefore, browser optimization strategies that work in Japan can be effectively applied to the Australian market as well.

Most Visited Websites in Australia (2024)

When it comes to online destinations, Australian user behavior is heavily aligned with global trends.

Source: SEMRUSH

These platforms are consistently dominant across the Asia-Pacific region, reflecting the strong influence of the U.S. digital ecosystem. By contrast, Japan’s third most-visited site is Yahoo!, with X (formerly Twitter) leading its social media rankings — Facebook only ranks 19th.

Takeaway: Social media marketing strategies in Australia should prioritize platforms like Facebook and YouTube, rather than following Japan’s more Twitter-centric approach.

Top Trending Keywords in Australia

Understanding which keywords are most frequently searched is essential for successful content marketing and SEO strategy.

In the following section, we’ll explore the trending search terms in Australia in 2023, using insights from Google Trends to help guide your marketing focus.

Top Trending Keywords in Australia (2023)

Source: Google Trends

The most searched news keyword in Australia for 2023 was “Optus outage.” Optus, a major Australian telecommunications company, experienced a sudden nationwide service disruption on November 8, 2023. This affected critical operations across both the public and private sectors — including government agencies, hospitals, banks, and railway systems — causing widespread chaos.

This incident highlights the importance of stable digital infrastructure in Australia and places it on par with nations like Japan, where major network outages have also triggered national concern.

Coming in third was “Referendum results”, referring to a national vote on whether to give Indigenous Australians — such as the Aboriginal peoples — a greater voice in government. The referendum was ultimately defeated by a wide margin, with less than 40% voting in favor. However, the issue remains a deeply rooted social and political challenge for Australia and should be considered a potential risk factor when entering the market.

Top Trending People Keywords in Australia (2023)

The most searched individuals in Australia in 2023 were Sam Kerr and Mary Fowler, both star players on the national women’s soccer team. Their popularity reflects the strong public interest in women’s sports in Australia—a trend that contrasts with the slower growth of female athletics in Japan.

The third most searched name was Michael Clarke, a former professional cricketer. His inclusion highlights cricket’s cultural significance in Australia, a sport that remains relatively niche in the Japanese market.

Businesses entering the Australian market should be aware of these sports-related preferences and evolving gender dynamics. Failing to recognize the importance of women’s empowerment could lead to backlash in a market that places high value on political correctness and gender equity.

Top "How to..." Searches in Australia (2023)

The top “How to” search in 2023 was “How to watch the Women’s World Cup,” once again showing the popularity of women’s soccer in Australia.

This was followed by “How to lock Facebook profile,” reflecting concerns around social media privacy. Third was “How to vote referendum,” which indicates widespread interest in civic engagement related to the aforementioned referendum.

While social media is a powerful marketing tool, it is important to recognize the growing concerns over privacy and misinformation. Effective digital marketing in Australia should therefore balance SEO and content strategies with responsible social media engagement to maintain user trust and relevance.

Key Strategies for Successful SEO Marketing in Australia

These are the core principles for succeeding in SEO marketing in the Australian market.

While Australia shares the English language with countries like the U.S., U.K., and Canada, its consumer values and market expectations are distinct. A successful SEO strategy must reflect these cultural nuances.

One key advantage of targeting Australia is that producing content in English naturally opens up opportunities in other English-speaking markets. However, Australia’s total population of approximately 25 million is relatively small compared to other emerging markets, which may limit business scale depending on your offering.

Additionally, as a nation built on immigration, Australia can face political and social challenges that carry reputational risk. It’s important to monitor these dynamics closely when developing marketing and business strategies.

If your goal is to expand within the English-speaking world, Australia remains a valuable market — but consider complementary opportunities in countries such as Canada, the Philippines, or Indonesia. These markets offer higher growth rates and diverse entry paths, making them worth evaluating alongside your Australian SEO strategy.

Recommended Reading: [2024 Business Opportunities in the Philippines: Top Sectors to Watch]

Frequently Asked Questions (FAQ)

To wrap up, here are some of the most frequently asked questions we receive regarding SEO marketing in Australia:

• How should SEO content be created for the Australian market?

• Can we manage Australian SEO marketing in-house?

• What should I know about social media marketing in Australia?

• How does the cost of digital marketing in Australia compare to Japan?

• What types of business opportunities are expected to grow in Australia?

At The Digital X, we specialize in supporting global marketing expansion, and these questions are among the most common from clients preparing to enter the Australian market.

From SEO strategy to content creation and budget planning, these are areas that often require local expertise and hands-on experience. Attempting to execute a global strategy without the right insights can carry significant risk.

If you’re considering entering the Australian market with cross-border digital marketing, we encourage you to explore our service catalog for more details.

Need Support with SEO Marketing in Australia? The Digital X Is Here to Help

Australia is a growing economy with increasing population, making it an ideal market for businesses looking to expand globally.

While Google dominates as the primary search engine—similar to Japan—the language, cultural context, and geographic dynamics differ significantly. This means that a localized, strategic approach is essential.

If you’re planning to launch or scale your marketing efforts in Australia and have questions or uncertainties, we’re here to support you.

As a global digital marketing consultancy, The Digital X provides end-to-end support tailored to the unique challenges and opportunities of the Australian market.

Please feel free to contact us with any inquiries. We’re happy to help.