What Are Australia’s Major Search Engines and Directories?
While search engines are undoubtedly the most common method of information discovery, the market is not controlled by Google alone. Search engines rank websites using a variety of algorithms and feature sets that distinguish them from one another. As a result, they may be used in a variety of ways to market your company.
Directories, which categorize and connect to various types of websites, are also critical in terms of assisting a company in establishing an online presence.
As predicted, Google is the world's most popular search engine and eventually controls the search market. It presently controls more than 94 percent of the Australian market. As with Facebook, the firm began as a university project before evolving into one of the world's most recognizable brand names.
Prior to Google, early search engines such as AltaVista and others ranked sites based on the number of times a given term occurred on the page. Stanford University PhD students Larry Page and Sergey Brin hypothesized that it would be more beneficial for users if sites were sorted according to their authority.
Earlier search engines were easily tricked into ranking websites with keyword-stuffed material that was of little use to the user.
Google's PageRank system pioneered the concept of determining a website's quality or relevance based on the number of sites that link to it and the value of those pages. Backlinks continue to be a critical component of the Google search algorithm, which is updated on a regular basis to optimise the user experience.
Google has released a variety of different products that are closely related to search since its inception in 1997. Google Ads, Google Analytics, Google Search Console, and Google My Business are just a few examples.
Bing, Microsoft's search engine, was debuted formally in 2009, albeit it was previously known as MSN Search and Live Search. Since rebranding, the search engine has continued to expand its market share, although it remains far behind Google. At the start of 2019, Bing had little more than a 3.5 percent market share in Australia, with MSN Australia accounting for an extra 0.72 percent of search traffic.
Bing is also the engine that drives Yahoo Search. Though Yahoo is not widely used as a search engine in Australia, this relationship has aided Bing's growth in other nations, particularly the United States. On the other side, Bing has been displaced as Apple's default search engine by Google, a significant setback for the company.
DuckDuckGo, launched 10 years ago, is a relative newcomer among the top search engines. It presently has a 0.54 percent market share in Australia, surpassing Yahoo's (0.52%) and Baidu's (0.50%) market shares (0.08%).
DuckDuckGo is popular among privacy-conscious users due to the fact that it does not record or trace user behaviour. It's perfectly enough for routine searches but falls short of challenging Google or Bing's popularity.
Yahoo was founded in 1994 and was once regarded the industry leader in terms of online search market share. While it is Australia's fourth most popular search engine, its relevancy has dwindled and it has lost significant ground to Google. Since 2009, Yahoo's search has been mostly driven by Bing. It now has a market share of 0.52 percent in Australia.
Yahoo initially did not crawl or index web sites, preferring to route searches via Inktomi and Google. It branded the search results with the Yahoo logo but really used results from other sources. In 2004, Yahoo developed their own proprietary web crawler technology, integrating the capabilities of numerous search engines bought earlier. Prior to March 2018, Seven West Media had a 50% stake in Yahoo Australia.
While there is some controversy about the efficiency of using directories to boost a website's rankings, there is little doubt that they remain an integral aspect of any internet marketing plan.
Over time, search engine algorithms have shifted their attention away from low-quality backlinks, which may include entries in several directories. Additionally, their usage has reduced somewhat since search engines have gotten much more user-friendly and provide superior results.
The ordinary customer, perhaps, is more likely to do a service search on Google than in a directory. This is significant because the less traffic a directory gets, the less important it is from a search engine optimization standpoint. However, some specialist directories may be very beneficial to users who are unsure of what to enter into a search engine to get the desired result.
Yelp Australia is one of the country's largest directories, with over 1.5 million monthly visits. A large part of Yelp's success stems from its review function, which may be quite beneficial to prospective customers. It may be used to search for and get information on everything, from restaurants and nightclubs to physicians, since the Australian version was established in 2011.
TrueLocal, which is comparable to Yelp in terms of functionality, is utilized by a large number of Australians and gets 1.1 million monthly searches. It allows customers to search for local companies and prides itself on being 'Australia's biggest collection of reputable local businesses'. Sensis-owned, companies may also advertise on the website to get further visibility.
Despite declining use rates for both print and electronic media, Yellow Pages still receives more than 9 million monthly queries. Businesses may post information for free on the website, and consumers can read evaluations left by others.
StartLocal, which launched in 2006, gets over a million monthly visitors from Australians seeking for trustworthy local companies.
White Pages is one of Australia's most reputable business directories, listing not just companies but also individuals and other government agencies.
Hot Frog is headquartered in Sydney and operates in 32 countries. It is one of Australia's best free business listing sites. Hotfrog Australia generates over 2.7 million monthly visitors.
AussieWeb is a well-known directory of local businesses. It's easy to create a free listing for your company here. They check each listing request before to posting it to the site. You may also include up to nine photos and videos.
Womo, or Word of Mouth, claims to be Australia's most popular business review site. They offer an attractive design and an intuitive review mechanism that makes it simple to flag spam.
Search Frog is a high-quality company directory that is distinguished by a number of distinctive characteristics. To begin, they have an onsite blog designed to entice early purchasers, which is unusual for company listing sites. They monitor calls and referrals, integrate Google reviews, and manually verify listings to provide the greatest customer experience.
For almost two decades, Local.com.au has been an active business directory. They were one of Australia's earliest online-focused business directories.