TL;DR
The Q2 2025 search data from Datos and SparkToro shows that while Google still holds about 95% of U.S. desktop search share, user behavior is shifting in meaningful ways. Zero-click searches are on the rise due to features like AI Overviews and snippets, ChatGPT is now a top 10 Google search destination with nearly 30% of U.S. desktop users visiting it, and most search intent remains top or mid-funnel, with only 1–2% of queries showing purchase intent. This means brands must prioritize visibility over clicks, create content optimized for both Google and AI tools, and develop full-funnel strategies that guide users from research to conversion.
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The search landscape is evolving… again. After analyzing Q1’s trends in a podcast last month, I was excited to dive into the fresh Q2 2025 data from Datos and SparkToro. And what I found is clear: while Google is still the dominant force, AI search is gaining ground, and the way people interact with search results is shifting.
If you’re a brand owner, CMO, or in-house marketer trying to grow your ecommerce business, here’s what’s changing and what you should be doing to help you stay visible in a rapidly changing search ecosystem.
Google Is Still the Giant – But It’s Not Untouchable
In the U.S., Google continues to own about 95% of all desktop search traffic. So yes, your SEO and Google Ads campaigns still matter a lot. But the landscape around Google’s search monopoly is showing early signs of subtle erosion. While no competitor is meaningfully taking market share, the number of searches per user is beginning to decline, and the ways users engage with search results are changing.
We’re seeing a rise in zero-click behavior, users are finding what they need right on the search engine results page (SERP), thanks to features like AI Overviews, Featured Snippets, and People Also Ask boxes. These changes don’t mean search is dying, but they do mean that brands must fight harder for visibility and recognition, even if it doesn’t always translate into a click.
What you should be doing about it:
- Shifting SEO focus toward visibility-first optimization – Featured Snippets, People Also Ask, and AI Overviews.
- Including visibility metrics in reporting, not just traffic and rankings.
- Reinforcing branded paid search campaigns to protect visibility and traffic when organic clicks drop.
ChatGPT Is No Longer a Sideshow – It’s a Real Channel
One of the biggest takeaways from the report? ChatGPT.com is now a top 10 destination from Google searches. That means users are searching on Google, then clicking over to ChatGPT, indicating real trust in AI tools to answer follow-up questions, give second opinions, or complete research tasks. This was pretty crazy to me.
Here’s what the data showed:
- U.S. AI tool usage nearly tripled in the past year (from 0.24% to 0.64% of all desktop activity). Still not huge, but enough to make you start rethinking your strategy.
- Roughly 30% of U.S. desktop users visited ChatGPT in May 2025.
- AI tools are now being used for everything from product comparisons to how-to guides and informational searches.
What you should be doing about it:
- Structure your content for extraction by AI models
- Writing content that answers common queries directly
- Using FAQs and schema markup to help “train” AI on your brand
The Rise of Zero-Click Searches Means Less Traffic – But More Impressions
Zero-click searches aren’t new, but they’re accelerating. In Q2 2025, there was a clear uptick in zero-click behavior across the U.S., largely fueled by Google’s continued rollout of AI Overviews. These search features answer queries directly within the search result, often leaving users with no need to visit a website at all.
This creates a new challenge for brands: your content may still be doing its job (answering questions, building trust, guiding intent), but it’s happening without the traditional “click” that gets measured in your analytics dashboard. Visibility in the SERP is still powerful, but you need to treat it as an impression, not just a source of traffic.
Why this matters:
- You might be showing up in search more than ever, but getting fewer clicks.
- Brand exposure is still happening, just without the visit to your website.
What you should be doing about it:
- Building content to win the snippet, even when users don’t click.
- Helping clients measure “search visibility footprint” as a leading indicator of brand strength.
- Adjusting attribution models to account for post-view, multi-touch influence.
Most Search Intent Is Informational – Not “Buy Now”
This one was a head scratcher for me.
While we all want traffic that converts immediately, the reality is that most search behavior is top or mid-funnel. The Q2 report confirmed that only around 1–2% of desktop searches in the U.S. show purchase intent. That means the overwhelming majority of queries are informational, meaning users are trying to learn, compare, or validate, not necessarily buy.
This isn’t a bad thing; it just means you need a strategy that aligns with how people are actually using search. Trying to turn every SEO page into a conversion page might not be the best path forward anymore. Instead, think about educating, building trust, and guiding the journey, and then supporting conversions with retargeting, email, and paid search.
This means:
- Most users are asking questions, researching, comparing, or browsing
- Only a small share are ready to “add to cart” on the first click
What you should be doing about it:
- Creating full-funnel content strategies that attract users early and nurture them toward conversion
- Aligning SEO and Google Ads to cover both sides of the funnel
- Using remarketing and email capture strategies to bring early-stage searchers back later
What This Means for Your Brand… Right Now
The bottom line? Search is still incredibly important, but it’s no longer limited to blue links on a Google results page. It’s happening in snippets, in AI chat responses, and on platforms like YouTube, Reddit, and Pinterest. That fragmentation is the biggest shift we’ve seen, and it’s changing how and where you need to be visible.
Here’s what your marketing team should prioritize in the second half of 2025:
- Stay dominant on Google with strategic SEO and paid search
- Optimize for visibility, not just clicks, especially in zero-click environments
- Start investing in AI search visibility, even if it feels early
- Build helpful content that earns your brand a place in AI answers and snippets
- Think full-funnel: most users aren’t ready to buy on the first search
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
