- The Digital X
- Jul 15
- 5 min read
Updated: Sep 1
This article provides an up-to-date overview of the SEO landscape in South Korea.
As of May 2024, there has been a notable shift in search engine usage trends between Naver and Google. While Naver has long been dominant, Google’s market share is steadily increasing, raising the possibility that Google may become the primary SEO focus for South Korea in the near future.
In this article, we’ll explore:
The Current State of SEO in South Korea
As of January 2024, Google ranked as the second most visited website in South Korea, with Naver in third place. However, according to StatCounter Global Stats, there have been notable fluctuations in search engine market share:
Until February 2024, Google held over 60% share
By May 2024, Google’s share dropped to 41.9%, while Naver rose to 52.9%
By July 2024, Google once again overtook Naver in usage
This data suggests that market dynamics between Naver and Google are shifting — making it essential for businesses to monitor trends and remain flexible in their SEO strategies.
For a detailed breakdown of search engine usage by device type in South Korea, refer to the article below:
Next, let’s look at how consumers in South Korea discover brands. According to recent data, search engines rank as the number one channel for brand discovery.
However, it’s important to note that in South Korea, the typical purchase journey often involves Naver’s paid listings. Consumers tend to compare products and services within these sponsored sections before making a purchase decision.
Therefore, this behavior suggests that the data reflects not just organic SEO performance, but also the impact of Naver’s listing ads — highlighting the need for an integrated SEO and SEM approach in the Korean market.
Key Differences Between Naver and Google SEO Strategies
When comparing SEO strategies in South Korea, there are several important differences between Naver and Google:
1. Naver Blog Is Essential for Higher Rankings
Unlike Google, which does not limit rankings based on content platform, Naver gives preference to its own ecosystem. Content published on Naver Blog is far more likely to rank highly in search results.
In fact, Naver often categorizes and displays Naver Blog results separately from external blog content, which means relying solely on third-party blogging platforms can limit your reach.
2. Naver Has More Advertising Slots, Lowering Organic SEO Exposure
While Google typically limits sponsored listings to 3 ad positions, Naver can display up to 10 ads on a single search results page. This increased ad density significantly reduces organic click-through rates, making SEO alone less effective on Naver.
3. Community Engagement Impacts SEO on Naver
In addition to regular blog updates, Naver rewards brands that actively participate in its internal communities. This differs from Google, where social signals have less direct influence on SEO rankings.
Below are the main Naver communities that can contribute to improved visibility:
Naver Community | Description |
Naver Cafe | Active discussion forums organized around specific topics or interests |
Naver Knowledge iN | A Q&A-style platform for sharing expert and everyday knowledge |
Naver News | A content hub for reading, commenting on, and sharing news articles |
Due to these differences, SEO on Naver is generally more difficult and less scalable than on Google. As a result, brands targeting South Korea often rely on a hybrid approach, combining listing ads with content strategies within the Naver ecosystem to maximize reach.
Key Considerations for SEO in South Korea
Search results in South Korea can vary dramatically between Naver and Google, even for the same keyword.
Because of this, if there is a shift in search engine usage trends, your existing SEO investment — both in cost and effort — may become less effective.
To reduce risk and maintain reach, it’s advisable to complement SEO with other channels, such as listing ads and affiliate marketing, to ensure visibility among Korean search users regardless of platform fluctuations.
Frequently Asked Questions (FAQ)
Below are some of the most commonly asked questions about digital marketing and doing business in South Korea, along with helpful articles for deeper insights:
What should I know about the marketing landscape in South Korea?
South Korea is a mobile-first and digitally advanced market where localization, trend adaptation, and platform-specific strategies are key to success.
You can learn more in the article below:
[2024 Guide] South Korean Marketing Strategy: How It Differs from Japan and Effective Local Tactics
What is the market size of cross-border e-commerce in South Korea?
South Korea’s cross-border e-commerce market continues to expand, driven by strong consumer demand for global products in beauty, fashion, and lifestyle.
For more details, refer to the article below:
[2024 Report] Cross-Border E-Commerce in South Korea: Market Size, Consumer Trends, and Leading Platforms
What is the status of paid search advertising in South Korea?
Naver and Google both dominate the Korean search market, but their ad formats and SEO integration differ significantly. Paid search strategies must be tailored accordingly.
You can find a detailed breakdown in this article:
[2024 Edition] Paid Search in South Korea: Market Size by Ad Type
What are the latest digital marketing trends in South Korea?
Short-form video, KOL marketing, and omnichannel user experiences are shaping the Korean digital marketing landscape in 2024.
See the latest trends covered in this article:
[2024 Overview] Digital Marketing Trends in South Korea: A Data-Driven Analysis
What are the most popular video streaming services in South Korea?
Platforms like TVING, Wavve, Coupang Play, and Netflix dominate the OTT space in Korea and are essential for advertisers targeting video-first audiences.
For more, refer to this article:
Top 5 Video Streaming Platforms in Korea for Marketing: OTT Market Overview and Strategy Tips
What are the most popular social media platforms in South Korea?
Instagram and YouTube are popular, but local platforms like KakaoTalk and Naver’s ecosystem remain vital for brand engagement.
Details can be found in the following article:
[2024 Edition] Top 5 Social Media Platforms in Korea: How to Use Them for Marketing Success
What should I know before starting a business in South Korea?
Businesses should understand Korean consumer behavior, local regulations, and the importance of building trust through localized branding.
For key considerations, check this article:
How to Succeed in South Korea: Market Entry Strategy and Success Factors
What makes Japanese companies successful in Korea?
Japanese companies that localize content, build partnerships, and understand Korea’s fast-moving trends tend to succeed more consistently.
More insights are available in this article:
[2024 Guide] How Japanese Companies Win in Korea: Key Traits and Advantages
How can I build brand awareness in South Korea?
To boost brand awareness, brands often combine Naver SEO, influencer campaigns, and targeted ads across multiple digital channels.
See detailed strategies here:
[2024 Playbook] 3 Promotion Tactics to Boost Awareness in South Korea Using Real Data
How can I use Instagram hashtags to attract Korean tourists?
Using localized Korean hashtags tied to locations and trends is effective for inbound marketing. Hashtags should reflect current Korean interest.
Learn how to apply hashtags effectively in this guide:
Instagram Strategy for Korean Tourists: 10 Popular Hashtags + All 47 Prefectures in Korean
Planning an SEO Strategy for South Korea? Consult The Digital X
SEO in South Korea — especially on Naver — requires a unique approach that doesn’t align with conventional methods used in Japan. What works on Google may not deliver the same results on Naver.
That said, search engine usage in Korea is shifting, and there’s a growing possibility that Google may become the dominant platform. Monitoring these trends closely is essential for long-term SEO success.
At The Digital X, we bring over 18 years of experience in global digital marketing and collaborate with native Korean marketers to execute locally relevant SEO strategies.
If you’re looking to develop or optimize your SEO strategy for the Korean market, contact us today for a consultation.
