What Search Engines Exist — And Why Substack Isn’t One of Them
I heard the term 'Substack SEO' instead of 'SEO for Google' and want to write a brief summary for those who aren't interested in the technical side of things, which is okay
Hello, you,
I write this post because I know not everyone is an expert in “internet terms”, and not everything is always clear and easy to understand for everyone. I get that.
When people talk about being "found online," they often refer to SEO — Search Engine Optimization — and most immediately think of Google. However, the internet hosts many search engines beyond Google, and not all searchable platforms should be referred to as "search engines."
In this article, we’ll look at what qualifies as a search engine, introduce you to some of the major ones, and explain why Substack is not one — and why the term "Substack SEO" is misleading.
✅ What Is a Search Engine?
A search engine is a system designed to help users find specific information on the web by indexing and ranking websites based on relevance, keywords, and user behavior. You're using a search engine when you type a query into a search bar and receive a list of results from different websites.
🌐 Major Search Engines in Use Today
While Google dominates the global market with over 90% of the share, there are several other search engines in active use — some general-purpose, some privacy-focused, and others regionally popular:
Google – Google is the undisputed leader in search and is used by billions worldwide.
Bing – Microsoft's search engine, integrated into Windows and Office tools.
Yahoo – Still active, though it relies on Bing’s search technology.
DuckDuckGo – A privacy-first search engine that doesn’t track user data.
Ecosia – A search engine that plants trees with its ad revenue.
Yandex – Popular in Russia and Eastern Europe.
Baidu – The dominant search engine in China.
Startpage – Another privacy-focused engine that fetches results from Google but removes tracking.
These search engines crawl the web, index content, and serve ranked results based on algorithms. That’s what defines them.
❌ Is Substack a Search Engine?
No, Substack is not a search engine.
Substack is a publishing platform designed explicitly for email newsletters and blogs. It allows writers to share long-form content, build subscriber lists, and monetize their audience. Substack does have a basic internal search feature, but this does not qualify it as a search engine.
Here’s the key difference:
A search engine indexes content across the entire internet (or large portions of it).
A platform like Substack only hosts and makes searchable its internal content.
So while readers can search for writers or keywords within Substack, it doesn’t perform web-wide crawling, indexing, or competitive ranking.
🚫 Why "Substack SEO" Is a Misconception
"Substack SEO" can be misleading because SEO (Search Engine Optimization) traditionally refers to optimizing content for external search engines, such as Google. When someone types in a related keyword, you’re trying to get your article, blog, or product to appear on page one.
On Substack, the following applies:
Substack is not indexed as profoundly or broadly as blogs on standalone websites.
Substack’s internal search is limited, slow to update, and not algorithmically ranked in the same way Google works.
Discoverability on Substack relies more on recommendations, Restacks, social sharing, and direct subscriber relationships than on search.
While you can and should optimize your headlines, tags, and post URLs to improve visibility on Google or social platforms, labeling it “Substack SEO” is akin to saying “Instagram SEO.” It blurs the line between content visibility strategy and actual search engine optimization.
🔍 So, How Can You Be Found on Substack?
Instead of chasing internal “SEO,” focus on:
Clear headlines and strong keywords for Google indexing.
Readable post URLs and summaries.
Getting recommended by other writers (one of the biggest growth drivers).
Cross-post and share your work on platforms like X (Twitter), LinkedIn, Threads, or personal blogs.
Use Google Search Console to monitor how your Substack posts appear in search.
Final Thoughts
If you’re publishing on Substack, it’s great to think about discoverability — but let’s call things what they are. Substack is a platform, not a search engine. There’s no harm in using innovative keyword strategies, but actual SEO work happens on search engines like Google, Bing, or DuckDuckGo, not within Substack’s internal search bar.
So, optimize thoughtfully — don’t expect Substack to function like Google.
I will offer a masterclass on SEO & AI starting August/September 2025, so subscribe and stay tuned!
With warmth and creativity,
🌿 Silke Kristin Juelich
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