SME Business News

New research reveals the most challenging products and services to sell in the Australian market

  • Written by Media Release

With more businesses placing greater emphasis on their websites for attracting and converting leads, the competition has never been fiercer in online marketing. Some businesses are more costly and challenging to market online than others – and a digital marketing agency has crunched the numbers to find out exactly who these are.


SEO Shark (seoshark.com.au) has researched and compiled the average cost of an ad to appear at the top of Google (called ‘top of page’ bids) for popular, relevant keyword searches across 21 business categories, from home loans and travel to medical centres and real estate agencies. SEO Shark compiled around 15 popular terms for each business category and then averaged the top-of-page bid across each group of terms. SEO Shark then ranked the 21 business categories – from the highest cost to lowest cost – according to their average top of page bid.


The findings reveal that IT services are the most costly business to market. While searches for IT services are relatively low – at 7,780 searches per month – the average cost of a top-of-page bid across its most popular keyword search terms – such as ‘IT support’, ‘IT consulting firms’ and ‘managed IT services’ – is $107.60.


Insurance products are the second most costly business category to market online – at $88.15 per top-of-page bid across this category’s most popular keyword search terms, such as ‘health insurance’, ‘compare car insurance’ and ‘home insurance quotes’. This category also attracts a high volume of daily searches, at an average of 389,920.


Legal services came in as the third most costly business category to market, with an average top-of-page bid cost of $84.90. This category attracts an average of 45,080 monthly searches from its most popular keyword search terms, which include ‘family law’, ‘Sydney criminal lawyer’ and ‘estate lawyers’.


On the other hand, retail is the cheapest business category to market – even though this category attracts a relatively modest online demand, at 54,180 searches per month. Retail averages $1.90 per top-of-page bid across its most popular keyword search terms, such as ‘online shopping’, ‘clothes online’ and ‘cheap online shopping’.


Fitness is the second cheapest business category to market online – at $7.45 per top-of-page bid across this category’s most popular keyword search terms, such as ‘gym’, ‘personal trainer’ and ‘cheap gyms near me’. This category also attracts a high volume of daily searches, at an average of 128,390.


Gifts and flowers came in at the third cheapest business category to market, with an average top-of-page bid cost of $8. This category attracts an average of 190,350 monthly searches from its most popular keyword search terms, such as ‘florist’, ‘flower delivery’ and ‘anniversary gifts’.


Lucas Bikowski, Managing Director and Senior SEO Strategist at SEO Shark says: “With more consumers relying on search engines to find what they need, the online landscape now makes up the majority of marketing and sales budgets for many businesses. The cost of an ad is an indicator of how challenging it will be to market that product or service. Many businesses are investing in creating a website that ticks all the SEO boxes, including keyword strategy to make sure their site appears at the top of a user’s search page.


“High search volumes don’t guarantee a lower top of page bid. At the end of the day, it's all to do with return on investment on any particular keyword. For example, an IT company that is bidding on the keyphrase ‘managed IT services’ knows that an IT service contract will last for about year or so. If you compare this to someone searching for ‘travel insurance’, which people often purchase at a one-off basis, you can begin to understand why there is a fluctuation in the numbers and why some industries are harder to market.”


Industries and its average top page of bid and monthly search volumes
*keywords available upon request




Average top of page bid


Average monthly search volumes


























Real Estate












Wellness & Allied Health






Home Loan












Accounting & Advisory


















Food & Dining












Aged care


















Medical centre






Gifts & Flowers


















About SEO Shark

Established in 2007, SEO Shark is a highly reputable digital marketing agency which has achieved SEO results across its portfolio of multinational clients, ASX-listed companies, and SMEs. It boasts a 4.9/5 Google rating, a 4.9/5 Facebook rating, and an 8.8/10 Trustpilot rating. For more information, visit www.seoshark.com.au.


Digital Agency

Business Daily Media Business Development

Accor and Visa form global partnership

Accor, a world-leading hospitality group, and Visa (V: NYSE), the global leader in digital payments, yesterday (the 18th of February) announced a global partnership to bring new payment expe...

Media Release - avatar Media Release

Cruise Guru Celebrates CLIA Award Win with Offer for Australian Travellers

Leading Australian cruise agency, Cruise Guru, has been named ‘2019 Online Cruise Agency of the Year’ at the 19th Annual Cruise Industry Awards hosted by Cruise Lines International Associati...

Rhea D'souza - avatar Rhea D'souza

Exciting Things About Sydney

Sydney is one of Australia’s largest cities that boasts a population of over 4 million people. It is a city that is famous for its picturesque views, multicultural people, superb weather, ...

News Company - avatar News Company

Accor announces new partnership with Grab to help members Live Limitless

Accor has announced a new strategic partnership between its new lifestyle loyalty programme, ALL - Accor Live Limitless and South East Asia’s leading super app, Grab. The deal brings toget...

Accor Pacific - avatar Accor Pacific

Upgrading to Deep Pocket Sheets

So, you have this amazingly comfortable bed that has a built-in topper and you are struggling to find the right bedding. You need to look for a sheet called deep pocket sheets or mega fi...

News Company - avatar News Company

Food you need to try in Beijing

Beijing is a beautiful and interesting destination for any kind of traveler. However, foodies will find a new heaven and will be able to try out tasty, flavorful and sometimes very special...

News Company - avatar News Company

Business Daily Media Business Reports

Di Jones real estate recognises high achievers

Di Jones celebrated its outstanding performers on Saturday (24 February 2018) evening at the Di Jones Real Estate Annual Awards.                               The bla...

Helen Hull - avatar Helen Hull

Eclipse Travel Expands Operations to New Zealand

Eclipse Travel, specialists in key adventure destinations such as Antarctica, the Arctic, Africa and Latin America, have announced today their expansion of operations to ...

Yvonne Kong - avatar Yvonne Kong

How medical professionals can benefit from an overall wealth management solution

As a health care professional, you have made it your life's work to focus on the care and health of the general public. While this kind of work can be extremely rewarding...

News Feature Team - avatar News Feature Team

Why Pinterest Should Be Part of Your Marketing Strategy

Pinterest is a growing social media platform that can deliver significant traffic to your website and new followers to your brand. With it’s steady growth and outrageous ...

Greg Nunan - avatar Greg Nunan

The top reasons why gyms fail

Steve Grant is a Business Coach and Founder of GymHub.com.au   Every month thousands of new trainers walk out of their 6-month course with the qualifications needed ...

Steve Grant - avatar Steve Grant

WHITE LABEL NOBA’s Winter 2016 season: Earth + Country

Taking cues from the warm winter colours of tobacco and caramel, and combining them with the strength of navy and the embracing lightness of whites and creams; and then...

Kath Rose - avatar Kath Rose

Former Etihad boss brings substantial event insight to PMY Group Board

Paul Sergeant PMY Group, the architects of the digital insurgency occurring at major venues across Australia and New Zealand, are delighted to welcome 35 year even...

Annie Konieczny - avatar Annie Konieczny

More training for coffee making than property sales: REINSW

Sydney 9 May 2016. An overhaul of education and training standards for the real estate profession must take place to help prevent illegal activities, according to the Rea...

Helen Hull - avatar Helen Hull