Microsoft’s push to step up and fill in after Google threatened Australia’s government that it would pull out of the country should remind marketers there are other ways consumers want to search and find products and services online. Some seem more than ready to move on.

Ekoru — a search engine that raises funds to keep oceans and marine life healthy — has experienced a 500% increase in user traffic primarily in Australia, but also in the U.S., the UK, Germany, and France since Google’s threat to withdraw from Australia.

Those searching for information are seeking an alternative search engine to find information online.

Growth in traffic has skyrocketed since Google threatened to withdraw from Australia. Since then, the company has expanded its infrastructure to handle the increase in traffic. All of its servers are powered by hydroelectricity, so each search is as environmentally friendly.

People who have an interest in protecting the environment also will appreciate the focus on protecting the sea. Created by founder Ati Bakush, an Australian software developer, Ekoru supports Australian conservation. One beneficiary is Operation Posidonia run by UNSW, which replants Posidonia Australia sea grass. The wildlife captures carbon up 40 times faster than tropical rainforests.

Big Blue Ocean cleanup is another beneficiary that organizes cleanup teams worldwide. The company partners with another 11 affiliate ocean conservation organizations worldwide.

Ekoru recently introduced support for what3words, a technology used to find locations for ecommerce and delivery, navigation, emergencies and more. Every 3-square meter of the world has been given a unique combination of three words.

What3words is backed by companies such as Mercedes-Benz, Intel, Subaru, and Sony Innovation Fund, among others.

The search engine claims it is the only one to support address searches. Users can enter any what3words address and immediately see the position on a map. For example. before.brought.palms takes the searcher to Clerkenwell, London.

Ekoru also recently went beyond dark mode to introduce color in search queries. Desktop users can choose from 11 ocean-inspired color schemes to customize their search experience and reflect their mood and personality.

Available for desktop browsers, users can customize their search engine based on colors such as Arctic White, Dark Abyss, Trinidad Turquoise, Octopus Orange, Starfish Pink, Coral Yellow, Jamaican Sands, Seagrass Green, and Dolphin Grey.

A monochromatic mode called Optical Orca is entirely devoid of color, even for images. The color changes are applied to the Ekoru search page as well as the browser extension apps available for Chrome, Firefox, Brave, and Edge.