By Felipe Morales, CEO of ESBUENISIMO LINKS
Who ranks on Google Chile: 2026 study of 100 commercial searches
Who ranks on Google Chile when people want to buy: a 2026 study of 100 searches across 10 industries. Brands hold 63% of the top 10, news media just 1.8%, and AI Overviews shows up in 82.
Who ranks on Google Chile when someone searches for something to buy, such as car insurance, a mobile plan or an apartment to rent? We reviewed the top 10 of 100 commercial searches across 10 industries on November 8, 2026 and classified every result by type of site. Together, the 100 searches add up to 1,728,360 searches a month in Chile, according to Google Ads.
The short answer: brands take 63.2% of the top 10 and 71 of the 100 first places. Comparison sites and portals hold another 20.6%. News media appear in just 1.8% of results.
View the data as a table
| of the top 10 are brand websites | 63.2% |
| of the top 10 are news media | 1.8% |
| first places won by brands, out of 100 | 71 |
| searches with AI Overviews, out of 100 | 82 |
Who ranks on Google Chile: brands, portals and almost no press
Of the 892 organic top-10 results (in 86 searches Google showed fewer than 10 classic results because of map, product or video modules), this is the split by type of site:
| Type of site | Top 10 | Top 3 | First places | Weighted by searches |
|---|---|---|---|---|
| Brand and company websites | 63.2% | 63.0% | 71 | 70.8% |
| Comparison sites, marketplaces and portals | 20.6% | 21.0% | 15 | 15.3% |
| Social networks and forums | 7.1% | 5.3% | 2 | 5.6% |
| Government, regulators and trade groups | 7.0% | 8.7% | 11 | 5.6% |
| News media | 1.8% | 1.7% | 1 | 1.6% |
| Wikipedia and reference | 0.3% | 0.3% | 0 | 1.0% |
Weighted by search volume, the brands' share rises to 70.8%, because the study's biggest searches (cyberday, soap, refrigerador, notebook) belong to brands and stores. The government wins more first places than its share suggests: 11, several of them from the Financial Market Commission (CMF) in banking searches.
Google's top 10 changes a lot by industry
The average hides very different markets. In business software, 88% of the top 10 are the vendors' own sites. Real estate is the opposite: 51.7% are portals such as Portal Inmobiliario, TocToc or Enlace Inmobiliario, and developers keep a third. In travel and automotive, portals and comparison sites exceed 30%.
| Industry | Brands | Portals and comparison sites | Media | Searches with AI Overviews |
|---|---|---|---|---|
| Business software | 88.0% | 4.8% | 0.0% | 9 of 10 |
| Retail and ecommerce | 82.8% | 10.8% | 2.2% | 7 of 10 |
| Insurance | 69.7% | 15.7% | 1.1% | 10 of 10 |
| Telecom | 68.5% | 10.1% | 0.0% | 10 of 10 |
| Banking and fintech | 65.9% | 10.2% | 0.0% | 10 of 10 |
| Health | 65.9% | 24.2% | 1.1% | 7 of 10 |
| Education | 59.6% | 7.9% | 5.6% | 9 of 10 |
| Automotive | 51.1% | 30.7% | 6.8% | 8 of 10 |
| Travel and tourism | 48.4% | 38.7% | 1.1% | 5 of 10 |
| Real estate | 33.7% | 51.7% | 0.0% | 7 of 10 |
View the data as a table
| Brand and company websites | Comparison sites, marketplaces and portals | Social networks and forums | Government, regulators and trade groups | News media | Wikipedia and reference | |
|---|---|---|---|---|---|---|
| Business software | 88 | 5 | 5 | 2 | 0 | 0 |
| Retail | 83 | 11 | 3 | 1 | 2 | 0 |
| Insurance | 70 | 16 | 3 | 9 | 1 | 1 |
| Telecom | 69 | 10 | 10 | 10 | 0 | 1 |
| Banking and fintech | 66 | 10 | 9 | 15 | 0 | 0 |
| Health | 66 | 24 | 4 | 4 | 1 | 0 |
| Education | 60 | 8 | 11 | 16 | 6 | 0 |
| Automotive | 51 | 31 | 10 | 0 | 7 | 1 |
| Travel and tourism | 48 | 39 | 7 | 5 | 1 | 0 |
| Real estate | 34 | 52 | 8 | 7 | 0 | 0 |
For a brand, this shapes the strategy. In industries dominated by portals, competing for the first organic spot is expensive, and being well listed on the portal is sometimes the better bet. In industries ruled by brands, such as software, retail, insurance or banking, the fight is between company websites. There, the page with the best content and the most authority, meaning more quality sites linking to it, usually wins.
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See plans and pricing →The domains that appear most in the top 10
Mercado Libre has the strongest presence: 22 appearances across 12 different searches. It is followed by three social networks (Facebook, Instagram and Reddit), which rank with brand posts or user threads, and the carriers Entel and Movistar. Mercado Libre and Entel also feature in our ranking of the most popular websites in Chile, which measures traffic rather than rankings.
| mercadolibre.cl | Portal or comparison site | 22 | 12 | 3 |
| facebook.com | Social network or forum | 19 | 15 | 0 |
| instagram.com | Social network or forum | 16 | 12 | 0 |
| entel.cl | Brand | 15 | 9 | 2 |
| movistar.cl | Brand | 15 | 11 | 0 |
| reddit.com | Social network or forum | 14 | 13 | 2 |
| queplan.cl | Portal or comparison site | 13 | 6 | 1 |
| portalinmobiliario.com | Portal or comparison site | 12 | 7 | 3 |
| youtube.com | Social network or forum | 12 | 11 | 0 |
| cmfchile.cl | Government | 10 | 7 | 4 |
| clarochile.cl | Brand | 10 | 6 | 3 |
| enlaceinmobiliario.cl | Portal or comparison site | 10 | 6 | 0 |
| ripley.cl | Brand | 10 | 7 | 0 |
| bancochile.cl | Brand | 9 | 6 | 1 |
| mapfre.cl | Brand | 9 | 6 | 0 |
| lider.cl | Brand | 8 | 7 | 2 |
| scotiabankchile.cl | Brand | 7 | 7 | 2 |
| wom.cl | Brand | 7 | 5 | 2 |
| consorcio.cl | Brand | 7 | 5 | 0 |
| sodimac.cl | Brand | 7 | 7 | 0 |
Reddit deserves attention. It appeared in 13 different searches, always with threads from Chilean communities such as r/chile, r/RepublicadeChile, r/chileIT or r/FinanzasChile, where users ask for and give recommendations. It ranked in 8 of the 10 searches containing "mejor" (best), from the best car insurance to the best private health plan. When a search asks for an opinion, Google makes room for conversations between users, and a brand absent from those threads is left out of part of the top 10.
Where news media do show up
Media appeared in only 12 of the 100 searches, and made the top 3 in 4 of them. Almost all are ranking-style or advice queries, not direct purchases. In the 10 searches containing "mejor" or "mejores" (best), there was press in 3; in the other 90, in 9. The only first place for a news outlet was La Tercera for "carreras mejor pagadas" (best-paid degrees).
| Outlet | Appearances | Search and position |
|---|---|---|
| La Tercera | 3 | seguro de mascotas (#9), mejores universidades de chile (#8), carreras mejor pagadas (#1) |
| Rutamotor | 2 | camionetas (#3), auto eléctrico (#4) |
| BioBioChile | 1 | mejores universidades de chile (#3) |
| ADN Radio | 1 | carreras mejor pagadas (#7) |
| CNN Chile | 1 | suv (#8) |
| El Desconcierto | 1 | torres del paine (#8) |
| Pauta | 1 | farmacia online (#9) |
On top of these, there were five appearances by niche or foreign news sites such as Mediabanco, Psicología y Mente or Coches.com. For which Chilean outlets carry the most authority, see our ranking of Chilean digital media with the highest DR.
AI Overviews: the AI summary that already shows up in 82 of 100 searches
Google showed an AI Overviews summary in 82 of the 100 searches. It appeared in all 10 banking, insurance and telecom searches, and in only 5 travel searches. In those 82 summaries we counted 504 linked sources, and their mix differs from the top 10: social networks weigh almost three times more (18.8%), with YouTube cited 51 times, while portals drop to 8.1%.
View the data as a table
| Brand and company websites | Comparison sites, marketplaces and portals | Social networks and forums | Government, regulators and trade groups | News media | Wikipedia and reference | Google (Maps and other) | |
|---|---|---|---|---|---|---|---|
| Organic top 10 | 63 | 21 | 7 | 7 | 2 | 0 | 0 |
| AI Overviews | 63 | 8 | 19 | 4 | 1 | 1 | 4 |
Ranking is not enough to appear there: you need to be the source Google picks to summarize. We explain how in our guide on how to appear in Google AI Overviews.
What it means for your brand
The study leaves a practical conclusion: in commercial searches, Google rewards the brand's own page, and media almost never compete for that spot. For SEO, the value of appearing in a news outlet is the link that article passes to your site. Links from authoritative sites remain one of the signals Google uses to rank results, and that is what a service to buy links in Chilean media delivers.
The second conclusion is for those selling in portal-driven industries: in real estate, travel or cars, the work is split between your own site and your presence on Portal Inmobiliario, Mercado Libre or comparison sites. And if the goal is to appear in the AI summary, add video and question-answering content, because AI Overviews cites YouTube far more than the top 10 does. If you need help with your whole site, see our web positioning service in Chile.
Study method
We picked 100 commercial searches, 10 per industry, and ran them on November 8, 2026 with DataForSEO's Google results API (Google Chile, Spanish, desktop). We counted organic results 1 to 10 and the AI Overviews sources. Because Google masks many URLs, we identified each domain from the result's visible path. We classified 466 domains by hand into six types and grouped subdomains. Volumes come from Google Ads via DataForSEO. This is a one-day desktop snapshot: on mobile and on other dates the order changes.
Frequently Asked Questions
Who shows up in Google's top results in Chile?+
In 100 commercial searches on November 8, 2026, 63.2% of the top 10 were brand and company websites, 20.6% comparison sites and portals, 7.1% social networks and forums, 7% government sites and only 1.8% news media.
Which site appears most on Google Chile?+
Mercado Libre: it appeared 22 times in the top 10 of 12 different searches, across used cars, phones and appliances. It is followed by Facebook (19), Instagram (16), and Entel and Movistar (15 each).
How many searches in Chile show AI Overviews?+
82 of the study's 100 commercial searches showed an AI Overviews summary. In banking, insurance and telecom it appeared in all 10 searches; in travel, only in 5.
Why do news media rarely rank on Google for purchase searches?+
Because Google fills those searches with product, category and comparison pages. Media appeared in only 12 of 100 searches, mainly in ranking-style queries such as best-paid degrees or best SUV.
Is appearing in the media worth it if media don't rank?+
Yes, through another route: an article in an authoritative outlet links to the brand's page, and those links help the brand win the top positions, which went to brands in 71 of 100 searches in the study.
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