Key Takeaways
- Mobile-first indexing and mobile optimization are crucial for maintaining strong SEO rankings in Australia in 2026.
- Local SEO continues to grow in importance, with businesses needing to optimize for region-specific search behavior.
- AI-driven search algorithms and voice search are reshaping how users interact with search engines, requiring businesses to adapt their strategies.
In 2026, Australia continues to be one of the most dynamic markets in the world when it comes to Search Engine Optimization (SEO). With a rapidly evolving digital landscape, staying ahead of the curve in SEO has become essential for businesses, marketers, and website owners aiming to maintain visibility and relevance in search engine results. As the SEO industry grows and diversifies, businesses need to adapt to new trends, technologies, and consumer behaviors to remain competitive.
This blog presents the latest, most crucial SEO statistics, data, and trends in Australia for 2026, offering a comprehensive guide for anyone seeking to understand the current state of SEO in the region. Whether you’re a seasoned digital marketer, a business owner, or a marketing enthusiast, this detailed report will provide you with essential insights into the shifts in SEO strategies and the emerging technologies driving success in the Australian market.
From AI-powered search algorithms to the rise of voice search and mobile-first indexing, Australia’s SEO landscape is undergoing transformative changes. Marketers must now pay closer attention to the increasing importance of user experience, mobile optimization, and the growing influence of local SEO. As voice assistants, chatbots, and AI-driven tools shape search behavior, understanding these trends is no longer optional—it’s critical for ensuring long-term digital success.
Through an analysis of the most recent industry data and trends, this guide will dive into key topics, including SEO performance metrics, search engine market share, keyword trends, mobile SEO, local search optimization, and the role of artificial intelligence in reshaping SEO strategies. The statistics presented will offer both macro and micro insights, from national trends down to specific regional data, helping businesses tailor their SEO strategies to meet the needs of their target audiences.
Moreover, we will explore how Australian SEO strategies are evolving to reflect both global shifts and local preferences, highlighting the growing significance of understanding cultural nuances in search behavior. As we move through 2026, these insights will be indispensable in forming SEO strategies that align with both global and regional market needs, giving Australian businesses the competitive edge they need to dominate the search results.
Stay ahead of the game with this data-packed guide, designed to equip you with the knowledge to navigate the complexities of SEO in Australia today and into the future.
But, before we venture further, we like to share who we are and what we do.
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115 Latest SEO in Australia Statistics, Data & Trends in 2026
Market size and SEO investment
- Projected SEO spending in Australia reaches $1.5 billion in 2025, a 12% increase on 2024.
- The Australian SEO industry is expected to be valued at $2.5 billion by 2025, up from $2.1 billion in 2024.
- From 2025 to 2030, the Australian SEO market is projected to grow at a 16.8% CAGR, reaching about $5.2 billion by 2030.
- Retail and ecommerce are estimated to account for around 35% of overall SEO expenditure in Australia.
- Small Australian businesses commonly invest between $14,400 and $30,000 per year in SEO.
- Medium‑sized companies often spend $19,200 to $90,000 per year on SEO.
- Large Australian businesses typically invest $30,000 to $120,000+ annually in SEO.
- Enterprise‑level organisations in Australia usually invest $90,000+ per year in SEO.
- A study of 700 Australian SMEs found that 36% use or invest in SEO in some way.
- The same SME study found 64% of SME owners were not fully aware of SEO’s impact or how it works.
- Healthcare brands in Australia are projected to increase SEO and content investment by about 7%.
- Local SEO ROI for Australian businesses can reach 500% or more, according to aggregated industry data.
Search engine usage in Australia
- Google’s share of the Australian search engine market was 93.95% as of July 2024.
- Bing’s market share in Australia in July 2024 was 4.48%.
- Yahoo held 0.52% of Australia’s search engine market in July 2024.
- DuckDuckGo accounted for 0.43% of search engine usage in Australia.
- Other engines (Yandex, Baidu, etc.) together held under 0.62% of the Australian search market.
- From 2021 to 2024, Google maintained about 94% search engine market share in Australia.
- As of the latest figures cited, Google’s current Australian search share is 92.17%.
- In a separate July 2024 breakdown, Google’s share is again listed as 93.95%, confirming dominance.
- On mobile, Google controls about 96% of the Australian mobile search market.
- In one 2023 snapshot, Bing’s share of Australian mobile search was 11% (noting overlapping multi‑platform behaviour).
Organic vs paid and traffic mix
- In Australia, 68% of website visits come from organic search, with 32% from paid search.
- A client‑data study (Q1 2024) found 47.8% of all web traffic comes from organic search.
- The same study reports 10.2% of traffic from paid search.
- Organic social accounts for 8.8% of traffic in that dataset.
- Paid social contributes 7.7% of traffic.
- Global and Australian patterns suggest 85–90% of clicks go to organic results overall, with 10–15% to Google Ads.
- Within that, the top 3 organic results capture 50–60% of all clicks.
- For local search, 47% of business websites appear in Google’s first ten organic results.
CTR, rankings and SERP behaviour (Australia‑focused)
- In Australia, the first organic result on Google had a typical CTR of 39.8% in 2023.
- The second organic position in 2023 had a CTR of 18.7%.
- An analysis of over 13 million Australian keywords in 2024 found an average CTR of 29.5% for position 1.
- The same 2024 analysis found position 2 averaged 12.8% CTR.
- These figures imply the top spot in Australia attracts between 3 and 4 out of every 10 clicks.
- A 2025 report shows desktop organic CTR at 58.2%, down from 62.7% in 2016.
- Mobile CTR across SERPs in Australia was 27.1% in 2025, down from 40.1% in 2016.
- Average position‑1 organic CTR across devices in 2025 is 28.5%.
- Featured snippets capture approximately 8.6% of all clicks in Australian SERPs.
- Projections suggest CTR for top organic results could drop another 20–30% by 2027.
- Informational content sites may face 50–75% traffic losses by 2027 due to AI and zero‑click results.
Local intent and local SEO behaviour
- About 46% of Google searches in Australia have local intent.
- Around 30% of Google searches on mobile in Australia are location‑related.
- ReviewTrackers reports that 57% of local searches are conducted via mobile devices or tablets.
- Another study cited shows 89% of local searches happen in a web browser versus 11% in map apps.
- Roughly 28% of local searches lead to a purchase, online or offline.
- Approximately 88% of local searches result in a call or store visit within 24 hours.
- About 72% of users performing local searches visit a store within 5 miles.
- More than 50% of “near me” searches lead to an in‑store visit.
- Around 91% of Australian shoppers use Google Search before buying in‑store.
Google Business Profile, reviews and reputation
- Complete Google Business Profiles attract 7× more clicks than incomplete profiles.
- In a four‑country BrightLocal comparison, Australian brands with active GBP had the highest actions at 67 monthly interactions (clicks, directions, calls, etc.).
- In 2023, 55% of Australian local businesses had not claimed their Google Business Profile listing.
- In 2024, only 42% of local businesses had optimised for local search.
- Of the businesses that had not optimised, 31% wanted to improve local rankings but lacked action, and only 20% had an actual plan.
- Consumers are willing to pay 22% more for brands with a good online reputation.
- About 71% of people ignore businesses with review ratings below 3 stars.
- Around 88% of people prefer businesses that respond to both positive and negative reviews.
- Only 47% of surveyed consumers would still consider a business that does not respond to reviews at all.
- About 87% of consumers say service quality is the most important factor when reading reviews.
- Around 78% say cost is also an important factor when assessing reviews.
- Over 85% of Australians read online reviews before purchasing a product.
- 36% of local consumers check at least two review sites before choosing a local business.
- 66% of consumers use business information websites to discover new local businesses (falling to 61% by 2023).
Local search volume, “near me” and maps usage
- About 93% of Australians search online for local brands or businesses.
- Roughly 51% of consumers use Google Maps for local search, “one out of two” users.
- Another BrightLocal figure shows 45% use Google Maps when locating stores.
- “Open now near me” searches have increased by 400% in volume.
- “Near me” and “buy now” queries together grew by 500% over the last two years.
- “Near me” searches grew by 136% in 2023 alone.
- Mobile search accounts for 84% of “near me” searches.
- Globally, searches containing “store open” keywords increased by 400% year‑on‑year.
- Google reports that users visit about 1.5 billion physical locations each month from local business searches.
- Approximately 12% of respondents search for local businesses every day.
- About 54% check out local brands on Google at least once a month.
Mobile, devices and user behaviour
- Over two‑thirds of Australians own a smartphone, supporting mobile‑first SEO strategies.
- Due to mobile‑first indexing, 70% of websites in search results have adopted mobile‑friendly designs.
- Mobile search share in Australia is around 58%, with desktop at 40%.
- In Australia, mobile traffic rises to 71% during summer months, compared with a 68% winter average.
- About 57% of local search queries are performed via mobile device or tablet.
- Roughly 33% of Australians use voice search daily, mostly for local queries.
- Around 8% of local searches are phrased as explicit questions.
AI, ChatGPT and trust
- In 2024 there were over 38 million searches using ChatGPT and Gemini in Australia, equal to about 1.42 AI‑powered searches per person.
- ChatGPT local search shows 58% of business websites in its sources for local queries.
- Business mentions in ChatGPT local results are up by 27%, while directories are down 15% compared with Google.
- Roughly 86% of Australian consumers have low trust in local businesses that use AI for handling personal data.
- About 1 in 3 Australian digital shoppers (≈30%) are open to using AI tools to find good prices for products or services.
Consumer shopping and omnichannel impact of SEO
- About 63% of Australian consumers will not shop at or visit a store if they cannot find any online information about it.
- 61% of Australians consult Google for shopping decisions and in‑store related queries.
- Online behaviour and ecommerce in Australia recorded a 79% year‑on‑year growth, heavily influenced by local search.
- Local search influenced $9 out of every $10 spent on shopping in recent Australian data.
- Roughly 67% of shoppers research products even when they plan to buy in‑store (omnichannel behaviour).
- Consumers are 33% more likely to choose their second‑favourite brand if it is more visible online when they research.
- 61% of Australians feel that local shopping contributes positively to their community.
- About 35% of Australian customers are “early shoppers,” starting product and map searches well before major sales.
- About 43% of customers search for a product while they are physically in the store, checking reviews, stock or discounts.
- Around 30% of customers look for local stores online every week, even without an immediate purchase intent.
Industry and site‑level traffic datapoints
- The official tourism site australia.com records about 3.64 million monthly organic search visits as of late 2025.
- In the same period, paid search traffic to australia.com is about 1,320 visits per month (1.32k).
- Month‑on‑month, australia.com’s organic traffic recently increased by 4.5%.
- Over that same period, its paid search traffic decreased by 55.94%.
- In February 2025, google.com received about 2.13 billion visits from Australia, making it the most visited site.
- YouTube had roughly 1.01 billion Australian visits in the same ranking.
- Facebook attracted about 218.9 million visits from Australia.
- Reddit saw about 192.8 million visits from Australian users.
- Wikipedia received approximately 119.6 million visits from Australia.
- Instagram had about 108.4 million visits in Australia.
- Bing.com itself had approximately 107.8 million Australian visits.
- OzBargain received about 74.1 million visits from Australian users.
- Amazon.com.au recorded around 62.4 million Australian visits.
- Netflix.com saw about 60.4 million visits from Australia.
Time‑to‑results and performance of SEO in Australia
- For low‑competition local markets in Australia, noticeable SEO results typically appear in 3–6 months.
- For medium competition, Australian businesses generally need 6–12 months for visible SEO impact.
- In high‑competition urban markets, SEO results can take more than 12 months to materialise.
- SEO leads have a close rate of about 14.6%, compared with 1.7% for outbound methods like print or direct mail.
Conclusion
In conclusion, the landscape of SEO in Australia in 2026 is marked by continuous evolution, with businesses and digital marketers needing to stay informed and agile to leverage the latest statistics, data, and trends. As we have explored throughout this guide, staying ahead in SEO requires a deep understanding of the shifts in search engine algorithms, emerging technologies, and consumer behavior. With the rise of AI, voice search, and mobile-first indexing, Australian businesses must adopt a multi-faceted SEO approach that prioritizes user experience, local search optimization, and innovative content strategies.
The data we’ve presented highlights key insights, such as the growing significance of local SEO, the dominance of mobile devices in search traffic, and the shift towards voice and AI-assisted search. These trends are not merely passing fads—they represent the future of how search engines interact with users, and consequently, how businesses must approach their SEO strategies. As we move further into 2026, adapting to these changes will be crucial for staying competitive in a crowded digital space.
For businesses in Australia, this means revisiting SEO strategies to integrate the latest technologies, such as AI-driven content, chatbots, and personalized search experiences. Moreover, as Australian consumers increasingly turn to their mobile devices for search, ensuring that websites are optimized for mobile-first indexing and fast load speeds will be pivotal in maintaining strong search rankings.
One of the most important takeaways from the statistics and trends we’ve examined is the undeniable importance of local SEO. With Australia’s unique market dynamics, businesses need to focus on localized content, region-specific keywords, and Google My Business optimization to tap into the full potential of the Australian search ecosystem. The ever-growing reliance on localized search results has made it imperative for businesses to tailor their digital marketing strategies to meet the needs of their target audience within specific regions.
The role of AI in SEO is another area that businesses can’t afford to overlook. As search engines increasingly rely on machine learning and AI to understand and interpret search queries, businesses must ensure their content is optimized for these intelligent systems. This involves embracing natural language processing, creating contextually relevant content, and leveraging AI-driven tools to enhance both content creation and user experience.
Furthermore, as voice search continues to grow in popularity, optimizing for conversational queries will be essential for businesses looking to capture the attention of consumers using voice-activated devices. This shift towards more natural language in search queries calls for a reevaluation of keyword strategies, with a focus on long-tail, question-based phrases.
To remain at the forefront of SEO in Australia, businesses must also stay updated with the continuous changes to Google’s ranking factors and algorithm updates. By consistently monitoring these changes and adapting strategies accordingly, Australian businesses can ensure they are not left behind as competitors continue to evolve their digital strategies.
In essence, SEO in Australia in 2026 is a dynamic, multi-layered process that requires continuous learning, adaptation, and strategic foresight. By leveraging the latest SEO statistics, data, and trends, businesses can refine their approach to SEO and build a sustainable competitive advantage. Staying informed on the newest developments will empower digital marketers to create more targeted, efficient, and impactful SEO strategies that drive long-term success.
As we look ahead, it’s clear that SEO is no longer just about ranking higher in search results—it’s about creating an exceptional, personalized experience that resonates with users. By embracing these trends and incorporating them into your SEO strategy, you can ensure that your business remains visible, relevant, and well-positioned to capitalize on the future of SEO in Australia.
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People also ask
What are the key SEO trends in Australia for 2026?
In 2026, key SEO trends in Australia include mobile-first indexing, local SEO optimization, AI-driven algorithms, voice search growth, and the increasing importance of user experience in search rankings.
Why is mobile-first indexing important for SEO in Australia?
Mobile-first indexing is critical in Australia as search engines prioritize mobile-friendly websites. With more users accessing sites on mobile devices, optimizing for mobile ensures better rankings and improved user experience.
How does local SEO impact Australian businesses in 2026?
Local SEO plays a significant role in 2026 by helping Australian businesses target region-specific audiences. Optimizing for local search behavior and Google My Business increases visibility in local search results, driving more relevant traffic.
What role does AI play in SEO in Australia?
AI is transforming SEO in Australia by powering search engine algorithms that understand user intent. Businesses must optimize for AI-driven technologies such as machine learning and natural language processing to stay competitive.
How will voice search affect SEO in Australia in 2026?
Voice search is growing rapidly in Australia, with more users relying on smart devices. Businesses need to optimize for conversational keywords and long-tail phrases to capture voice search traffic effectively.
What are the key SEO performance metrics for Australian businesses in 2026?
Key SEO metrics in Australia include organic traffic, keyword rankings, click-through rates, bounce rates, and conversion rates. Monitoring these metrics helps businesses evaluate the effectiveness of their SEO strategies.
How can Australian businesses improve mobile SEO in 2026?
To improve mobile SEO, Australian businesses should focus on responsive design, fast loading times, mobile-friendly content, and optimized images to enhance the user experience and improve rankings on mobile-first search engines.
What is the significance of AI-powered search algorithms for Australian SEO?
AI-powered search algorithms enhance how search engines understand context and user intent. Australian businesses must focus on creating high-quality, relevant content optimized for AI to rank higher in search results.
How can Australian businesses optimize for AI in search engines?
Australian businesses can optimize for AI by focusing on semantic search, improving content relevance, using natural language processing, and ensuring their websites are structured for easy AI interpretation and indexing.
What are the top local SEO strategies for Australian businesses in 2026?
Top local SEO strategies for Australian businesses include optimizing Google My Business, using local keywords, creating location-specific content, and earning local backlinks to increase visibility in local search results.
Why is user experience important for SEO in Australia in 2026?
User experience is crucial for SEO in Australia as search engines prioritize websites with fast load times, mobile responsiveness, and easy navigation. A positive user experience leads to better engagement, lower bounce rates, and higher rankings.
How can Australian businesses benefit from the rise of voice search?
By optimizing for voice search, Australian businesses can capture traffic from users asking questions or making commands through voice assistants. Focusing on conversational keywords and local queries enhances visibility in voice search results.
What are the most effective SEO techniques for 2026 in Australia?
Effective SEO techniques in Australia for 2026 include mobile optimization, local SEO, content personalization, leveraging AI and machine learning, and optimizing for voice search to meet changing user behaviors.
How does AI influence search rankings in Australia?
AI influences search rankings in Australia by enabling search engines to better understand user intent and deliver more relevant results. Optimizing for AI-driven algorithms requires creating high-quality, contextually relevant content.
How can Australian businesses improve their SEO rankings in 2026?
Australian businesses can improve their SEO rankings by focusing on mobile-first optimization, local SEO, AI-driven content strategies, and optimizing for voice search. Consistently monitoring SEO metrics and adapting to trends is also essential.
What are the best tools for SEO in Australia in 2026?
Some of the best SEO tools in Australia for 2026 include Google Analytics, SEMrush, Ahrefs, Moz, and Screaming Frog. These tools help businesses track keywords, analyze competition, and optimize content for better rankings.
How does AI-driven content creation impact SEO in Australia?
AI-driven content creation impacts SEO by enhancing the relevance and quality of content. Australian businesses using AI tools to generate high-quality, contextually appropriate content can improve their rankings and user engagement.
What is the role of backlinks in Australian SEO in 2026?
Backlinks remain a critical factor for SEO in Australia in 2026. High-quality backlinks from reputable websites help boost domain authority and improve search rankings, driving more organic traffic to Australian websites.
How do search engine algorithms work in Australia in 2026?
Search engine algorithms in Australia in 2026 rely heavily on AI, machine learning, and user intent. They analyze content quality, relevance, site structure, and user experience to rank websites higher in search results.
Why is it important to monitor SEO performance regularly in Australia?
Regular monitoring of SEO performance helps Australian businesses identify strengths, weaknesses, and areas for improvement. It ensures that strategies remain effective, adjustments are made promptly, and SEO goals are met consistently.
What impact does page load speed have on SEO in Australia?
Page load speed significantly impacts SEO in Australia, as slow-loading websites result in higher bounce rates and lower user engagement. Optimizing page speed improves rankings and enhances the user experience, leading to better SEO performance.
How does content quality affect SEO in Australia?
Content quality is a top-ranking factor for SEO in Australia. Well-researched, engaging, and valuable content that satisfies user intent leads to higher rankings, increased traffic, and improved user satisfaction.
What are the common SEO mistakes to avoid in Australia in 2026?
Common SEO mistakes to avoid in Australia include ignoring mobile optimization, neglecting local SEO, keyword stuffing, failing to update content regularly, and not optimizing for AI-driven search algorithms.
How can Australian businesses optimize for AI-powered search engines?
Australian businesses can optimize for AI-powered search engines by focusing on high-quality, contextually relevant content, enhancing user experience, and ensuring their website’s structure is easily accessible for AI crawlers.
What are the future SEO trends for Australia beyond 2026?
Future SEO trends for Australia beyond 2026 include more advanced AI integrations, deeper personalization in search results, increased reliance on voice search, and an even greater focus on mobile-first, real-time search optimization.
What impact does voice search have on keyword strategy in Australia?
Voice search influences keyword strategy in Australia by encouraging the use of conversational, long-tail keywords. Optimizing for natural language and question-based queries improves visibility in voice search results.
How important is user-generated content for SEO in Australia in 2026?
User-generated content is increasingly important for SEO in Australia in 2026, as it provides fresh, authentic content that engages users. Positive reviews, testimonials, and user interactions boost SEO rankings and credibility.
How does social media affect SEO in Australia in 2026?
Social media influences SEO in Australia by driving traffic, generating backlinks, and increasing brand visibility. Engaging on social platforms boosts a website’s online presence, indirectly impacting search engine rankings.
What is the role of video content in Australian SEO strategies?
Video content plays a vital role in Australian SEO strategies by increasing user engagement and time spent on websites. Optimizing video content for search engines through proper titles, tags, and descriptions can improve rankings and visibility.
How can Australian businesses stay updated with SEO changes in 2026?
Australian businesses can stay updated with SEO changes by subscribing to industry blogs, attending SEO webinars, and using analytics tools. Staying informed about Google algorithm updates and emerging SEO trends is crucial for success.
Sources
- Red Search: Local SEO Statistics & Facts Australia (2025)
- Searchscope: Australian SEO and Content Marketing Statistics for 2025
- Blog.applabx: The State of SEO in Australia in 2025
- Searchscope: Search Engine Usage Statistics Australia 2025 [Full Report]
- SEMrush: australia.com November 2025 Traffic Stats
- WP Creative: Top 110 SEO Statistics You Need For 2025
- Karmic Artworks: Search Engine Stats 2024: Google Dominates Australia
- Oddball Marketing: What Percentage Of Traffic Comes From Organic Search?
- Local Digital: Australian SEO and Content Marketing Statistics for 2025
