When it comes to a digital marketing plan, choosing your platforms to target is essential on all levels. You want to be where your audience is and where your effort is going to give the most return on investment. In order to help, we’ve profiled a list of ten of the most popular Australian websites, using data from SimilarWeb. 

Note that to target a specific Australian audience better, this list specifically focuses on websites with Australian owners that saw the highest amount of success last year. This means that sites like YouTube, Facebook, or Google aren’t on the list, even though their web traffic may technically be higher than all of these. 

1. News.Com.Au

This is Australia’s largest news site, covering national and international topics, as well as business, sports, and entertainment news. There is also an accompanying app for those who want to keep track of topics on their smartphones.

2. RealEstate.Com.Au

This site is specifically designed for the needs of those looking for real estate.This includes buying and renting. The site has search tools to help find properties for those looking for a place to live or to get in contact with real estate agents.

3. GumTree.Com.Au

GumTree markets itself as a place for people to “list their pre-loved items.” In practice, this serves as a marketplace to sell used items like cars, home equipment, and valuables, but also real estate and services for various jobs.

4. ABC.Net.Au

ABC.net is a prominent news site for national news across Australia. The homepage recently underwent a major redesign in order to make more articles more easily accessible to visitors.

5. Bom.Gov.Au

The official site of Australia’s Bureau of Meteorology, this serves as the primary method people use to keep track of their local weather. Rain radars, weather maps, and satellite images prove real-time predictions and more.

6. CommBank.Com.Au

This is the online banking portal for Australia’s most popular bank.

7. NSW.Gov.Au

This is the official website of the government of New South Wales.

8. Seek.Com.Au

This is the largest job site in Australia, where job seekers can put up their resumes and profiles and employers can set up postings for open positions.

9. Woolworths.Com.Au

Woolworth’s is one of the largest grocery chains in Australia, and many users go online to keep track of what’s in stock and what sales are going on. In addition, people can look at recipes and other info, or even put in their orders for pickup or delivery.

10. Nine.Com.Au

Nine is a major news site for Australia, providing coverage of national and local news, as well as sports and entertainment. Games and weather info make it a popular home page for many.

Insights

Concentrating your efforts on one or multiple sites here is a good way to help make sure that you are taking advantage of all relevant channels for your digital marketing plans. However, you may be curious about trends with general categories as we move beyond the top 10 here. Here are some of the categories that have the most traction.

• News While some people may prefer different sources for their news, news sites are among the most popular options for Australians.
• Finance Online banking, financial advice, and investment management all saw lots of traffic.
• Real Estate As Australia’s real estate market evolves, so does interest in sites for both rentals and permanent property purchases.
• E-commerce While a sizable chunk of this traffic is dedicated to platforms not under Australian ownership, there are other sites dedicated to Australian shoppers that see a lot of traffic.

Be sure to invest in a full SEO audit to get a foothold on some of these sites with backlinks or paid ads online.