The Short Answer
Google holds 94.1% of the Australian search market in 2026.
That figure combines desktop (93.2%) and mobile (94.8%). On mobile specifically, Google’s grip is slightly tighter — reflecting how thoroughly it has embedded itself into the default search behaviour of smartphone users across every age group.
It Hasn’t Moved Much
Google’s dominance in Australia has been functionally unchanged for the better part of a decade.
The arrival of AI search tools — ChatGPT, Perplexity, Gemini — generated significant media coverage about the future of search. In practice, none of it has materially dented Google’s volume in Australia. Search queries through Google have remained stable. AI tools are being used alongside traditional search, not instead of it.
What’s Actually Changing Inside Google
The bigger shift isn’t who’s using Google — it’s what happens after they search.
Zero-click results now account for approximately 58% of searches in Australia. AI Overviews, featured snippets and knowledge panels are answering more queries directly on the results page, reducing outbound clicks to websites. For businesses that built their digital strategy entirely around organic search traffic, this is the real disruption — not a competing search engine, but Google itself retaining more of the attention it used to pass on.
Branded vs Generic Queries
Branded searches continue to generate higher click-through rates than generic queries.
This matters strategically. If someone searches your business name, they’re likely to click through. If they search a generic category term, Google is increasingly likely to answer the question itself. Building brand recognition — so that people search for you specifically — is now a legitimate SEO strategy, not just a brand exercise.
How ROI Helps Businesses Win in Google’s Evolving Search Environment
ROI helps businesses adapt to the version of Google that actually exists in 2026, not the one from five years ago.
That means optimising for visibility in AI Overviews and featured snippets — not just traditional blue link rankings — and building content structured to answer the specific questions your audience is asking. It also means developing branded search volume as a strategic asset, so your business captures high-intent traffic that Google is less likely to intercept. For businesses currently losing organic clicks to zero-click results, ROI’s approach combines search, paid and content strategies to maintain traffic and lead volume despite the structural shift in how Google handles queries.
