Trends in User Search Behavior

56% of marketing leaders believe marketing has changed more in the past 3 years than the previous 50. As an agency co-founder, here's what this means for your search strategy: The Shift We're Seeing at HigherVisibility: 1. Search Intent is More Dynamic Than Ever - Users are asking more complex questions - Search patterns shift rapidly with new tech adoption - The line between informational and commercial intent is blurring 2. AI is Reshaping Search Behavior - Voice search continues evolving - Visual search is gaining momentum - AI-powered search features are changing how people find information 3. What's Not Changing: This is crucial - amid all this transformation, some fundamentals remain rock solid: - Quality content still drives results - User experience is still paramount - Technical SEO excellence is non-negotiable The pace of change isn't slowing down. But success in SEO isn't about chasing every new trend - it's about building flexible strategies that can adapt while staying true to core principles.

How long will Google remain the default search engine? While Google still dominates, the way people search is evolving—and fast. Yes, Amazon has become a key player in product search. But beyond that, we’re witnessing a broader shift as LLMs and new platforms reshape how consumers discover, research, and decide. Especially for younger users, search is no longer a simple query—it’s a conversation, a scroll, or a visual journey. Products shaping the future of Search: • AI chat tools like ChatGPT, Claude, and Gemini are becoming trusted companions for everyday questions—reducing the need to “Google it.” • Perplexity offers fast, source-backed results—ideal for users who want clarity and credibility. • TikTok is now a leading discovery engine for Gen Z. From product recs to how-tos, it’s quick, visual, and trusted. • Reddit delivers unfiltered, community-driven insight—especially powerful for research and reviews. • Amazon is the first stop for product search—often skipping search engines entirely. • Pinterest continues to thrive as a high-intent visual discovery platform, especially in lifestyle categories. • You.com and similar tools offer personalized, privacy-first search experiences that appeal to savvy digital users.   The takeaway for marketers? Search is no longer a single destination. It’s a diverse, dynamic ecosystem—where trust, relevance, and context matter more than ever. Is your brand showing up in the places people actually search today? #searchtrends #marketingstrategy #digitalcommerce #consumerbehavior #searchevolution #retailmedia #brandvisibility

The future of search isn't about keywords anymore. It's about understanding human intention. I've been analyzing the latest AI search trends, and here's what's going to dramatically change for b2b companies (and every other company out there): Traditional SEO is obviously dying. The new wave of AI-powered search doesn't just match words - it comprehends context, predicts user needs, and delivers personalized results. Think about it: When was the last time you typed an exact-match keyword into Google? We're moving towards conversational queries, voice search, and even visual search capabilities that seemed like science fiction just a few years ago. For CMOs and marketing teams, this means: - Your content strategy needs to evolve. Focus on answering real user questions rather than stuffing keywords. - Your tech stack needs to adapt. No compromises here. AI-powered search tools aren't just nice-to-have anymore - they're essential for staying competitive. Do this now so that you aren't caught flat-footed in six months. - Your approach to analytics needs to shift. Traditional metrics like keyword rankings are becoming less relevant than engagement signals and user intent patterns. The companies that will thrive in this new era aren't those with the biggest keyword lists - they're the ones that truly understand and serve their users' needs. All this means the traditional approach to search optimization (and your content strategy) is dying. So, what's replacing it? A more holistic approach that focuses on: - Understanding and serving user intent - Creating comprehensive, authoritative content - Leveraging predictive analytics - Implementing machine learning for content optimization That first bullet is the most important. Personalization will become the norm. No two users see identical search results anymore. Semantic understanding has replaced keyword matching. The bottom line: Know your customers. Know how they talk. Know their pain points and how they talk about them.

Beyond Rankings: What AI Search Data Reveals About the Future of SEO The recent report from Datos, A Semrush Company ("The Year in Data: 2024 Review and Predictions for 2025") confirms what many of us have suspected: we've entered the zero-click world, and it's reshaping how we should approach digital marketing. What does "zero-click" mean? Users are increasingly getting answers directly in search results or AI interfaces without ever visiting a website. This fundamental shift is changing the SEO landscape. While Google still dominates (85.5% userbase), the way people seek information has fundamentally changed. AI platforms are transforming search behavior, with 89% of AI-related queries being navigational - users are bypassing traditional search to get direct answers. Looking at user engagement (see the chart below), the numbers tell a compelling story. ChatGPT leads with 9.25 monthly sessions per user, while Perplexity (8.32) and Claude (6.64) show strong repeat usage. People aren't just finding information - they're returning to platforms that deliver immediate value. Because AI is reducing clicks for information-based queries, this shift highlights a crucial truth: visibility is no longer the end goal. Historically, we've focused heavily on rankings. Yes, high positions are great, but ranking is not the result - it's just an indicator. What truly matters? Conversions and value. Businesses need not just impressions, but real actions. For brands to succeed in this evolving landscape, we need to: ✅ Optimize for informational keywords that cover broader topics ✅ Create content that addresses user needs directly, not just to attract clicks ✅ Measure success through engagement and conversions, not just visibility ✅ Develop new interaction models that deliver value immediately The data clearly suggests the real winners in 2025 will be those providing direct answers or immediate user value - not just those ranking highest in traditional search. AI isn't the enemy of SEO - it's simply forcing us to focus on what always mattered most: providing genuine value that drives meaningful actions. How is your strategy evolving to address this shift? Are you still measuring success by rankings, or have you moved to metrics that capture real business impact? #SEO #DigitalMarketing #AISearch #ConversionStrategy

𝐓𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐒𝐄𝐎: 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐟𝐨𝐫 𝐀𝐈-𝐏𝐨𝐰𝐞𝐫𝐞𝐝 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐲 With 70% of marketers expecting AI-driven search to reshape SEO in 2025, it’s clear that the future of content discovery is here-and it’s powered by artificial intelligence. The latest infographic from Social Media Today breaks down what you need to do to stay ahead. 𝐊𝐞𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 & 𝐀𝐜𝐭𝐢𝐨𝐧𝐚𝐛𝐥𝐞 𝐒𝐭𝐞𝐩𝐬 🔹𝐀𝐈 𝐢𝐬 𝐑𝐞𝐬𝐡𝐚𝐩𝐢𝐧𝐠 𝐇𝐨𝐰 𝐖𝐞 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 ▪65% of users now rely on AI-powered tools (like ChatGPT and Google’s Gemini) for information searches. ▪𝐀𝐜𝐭𝐢𝐨𝐧:    👉 Optimize for natural language and conversational queries to match how users interact with AI. 🔹𝐒𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞𝐝 𝐃𝐚𝐭𝐚 = 𝐁𝐞𝐭𝐭𝐞𝐫 𝐕𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 ▪Pages with schema markup are 25% more likely to appear in AI-driven results. ▪𝐀𝐜𝐭𝐢𝐨𝐧:   👉 Implement schema markup to help AI and search engines understand your content context.   👉 Use FAQ, How-To, and Product schema where relevant. 🔹𝐕𝐢𝐬𝐮𝐚𝐥 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐃𝐫𝐢𝐯𝐞𝐬 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 ▪Infographics and images can increase click-through rates by up to 30%. ▪𝐀𝐜𝐭𝐢𝐨𝐧:   👉 Incorporate high-quality visuals, charts, and infographics to make your content more engaging and shareable.   👉 Use descriptive alt text to ensure visuals are accessible and indexable. 🔹𝐂𝐨𝐦𝐩𝐫𝐞𝐡𝐞𝐧𝐬𝐢𝐯𝐞, 𝐔𝐬𝐞𝐫-𝐅𝐨𝐜𝐮𝐬𝐞𝐝 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐖𝐢𝐧𝐬 ▪Content that thoroughly answers user questions is favored by both AI and traditional search engines. ▪𝐀𝐜𝐭𝐢𝐨𝐧:   👉 Create in-depth articles that address multiple facets of a topic.   👉 Use clear headings, bullet points, and concise answers to improve scannability. 🔹𝐒𝐭𝐚𝐲 𝐀𝐠𝐢𝐥𝐞 𝐚𝐧𝐝 𝐌𝐨𝐧𝐢𝐭𝐨𝐫 𝐓𝐫𝐞𝐧𝐝𝐬 ▪The SEO landscape is evolving rapidly with AI advancements. ▪𝐀𝐜𝐭𝐢𝐨𝐧:   👉 Regularly review analytics and adapt your strategy to new user behaviors and algorithm updates.   👉 Invest in AI-powered SEO tools for smarter keyword research and content optimization. AI discovery is the new frontier for SEO. By embracing these best practices, you can ensure your content remains visible, relevant, and valuable in an AI-driven world. 𝐒𝐨𝐮𝐫𝐜𝐞: https://lnkd.in/giBwt63V #AI #DigitalTransformation #GenerativeAI #GenAI #Innovation  #ArtificialIntelligence #ML #ThoughtLeadership #NiteshRastogiInsights  ---------------------------------------------------------------------- • Please 𝐋𝐢𝐤𝐞, 𝐒𝐡𝐚𝐫𝐞, 𝐂𝐨𝐦𝐦𝐞𝐧𝐭, 𝐒𝐚𝐯𝐞, 𝐅𝐨𝐥𝐥𝐨𝐰 https://lnkd.in/gcy76JgE

🚨 BREAKING: Our latest BrightEdge Generative Parser insights reveals a significant discrepancy in AI desktop search behavior compared to mobile AI search behavior. Does Apple hold the key?   While everyone talks about mobile-first everything, over 90% of AI search referrals are coming from desktop—despite mobile devices dominating overall web usage.   This creates a massive opportunity, and Apple could hold the key to unlocking it.🔑   💡 The numbers from BrightEdge Generative Parser™ in May 2025 reveals some surprising detail:   ·        #Google: 43% desktop vs. 55% mobile (only AI engine with mobile lead) ·        #Bing: 95% desktop vs. 4% mobile ·        #ChatGPT: 94% desktop vs. 6% mobile ·        #Perplexity: 96% desktop vs. 3% mobile ·        Google #Gemini: 94% desktop vs. 5% mobile   This is a complete reversal of typical user behavior patterns. We are witnessing The Mobile Paradox where AI search engines make their biggest impact on desktops.   📝 Why this matters RIGHT NOW: With Apple's #WWDC on Monday, the mobile AI search landscape could shift overnight. Apple controls Safari defaults on nearly a billion devices, and 58% of Google's mobile traffic to brand websites comes from iPhones alone. A single change in #Safari default search could redistribute billions in AI-powered traffic.   🧠 The hidden behavior patterns we discovered: The gap isn't about capability—it's about user flow design. On ChatGPT's mobile app, the first click on a citation shows an in-app preview and only the second click leads to external sites. This creates referral bottlenecks that don't exist on desktops.   What this means for different stakeholders:   📈 Publishers: Desktop AI referrals are growing, but mobile—the dominant traffic source—remains untapped 🚀 Tech Companies: First-mover advantage in mobile AI search referrals could capture billions of users 📊 Advertisers: Understanding this desktop/mobile split is crucial for AI-era marketing strategies   This isn't a temporary gap—it's a fundamental ecosystem design issue. Most mobile AI search activity happens within apps where outbound referrals are deliberately limited, creating an underserved market for the company that can bridge this divide.   📎 View the full research findings: https://lnkd.in/gReiRNYR Read the full press release here: https://lnkd.in/gWtVGdQB   Would love your thoughts and input!   #AISearch #MobileFirst #DigitalMarketing #WWDC #SearchMarketing #AppleWWDC #BrightEdgeResearch

Last week, a company told us their organic search traffic has steadily declined over the last 6 months. While they're seeing some traffic from ChatGPT, Perplexity etc., it's not replacing what they've lost. Their Q was: "How do we replace this traffic or start rank in LLMs?" This isn't an isolated case. A recent survey shows search behavior shifting dramatically… While search engines dominated 100% of online searches in 2000, they now account for only 60%, with AI chatbots taking nearly 30% of the pie in 2024. Google knows this too, which is why they've launched AI Overview. It's not killing visibility anymore than Google was already doing with featured snippets and knowledge panels - it's just the latest evolution. Here's what we know so far about Google's AI Overview and how it's changing SEO: • AI answers are shown prominently on SERP, pushing traditional results down and reducing their visibility • About 10-30% of searches now trigger AI Overviews • Google is still prioritizing paid search - I've yet to see AI negatively impact shopping ads or transactional searches The big Q: How should marketers respond? Based on what we're seeing with our partners at AUX, here's my take: 1. Don't panic - this is just the latest evolution in search. Google has been pushing organic results further down for years with featured snippets, knowledge graphs, and "people also ask" boxes. 2. Focus on both SEO and GEO (Generative Engine Optimization) by: • Including citations, statistics, and quotes in your content • Making sure the content is easy for AI engines to crawl and index, including using bullets, short paragraphs, and easy-to-digest content formats • Covering topics thoroughly, addressing all related questions • Ensuring your content has a human touch, even when leveraging AI tools 3. Double down on your data collection now that third-party cookies are vanishing: • Implement user registration flows • Build email lists with valuable content • Create surveys and feedback mechanisms • Integrate social login options 4. Don't try and game the system. Sure, there might be temporary opportunities to hack into AEO rankings, but the market will eventually correct itself. If you try and work the system and cut corners, you could end up doing more permanent long term damage to your site health. Focus instead on fundamentals: • Building trust and authority signals with content and keyword strategy • Maintaining technical site health • Tracking performance using both standard analytics and AI-specific tools (ahrefs, semrush, ziptie, etc) View this as an opportunity, not a threat. The only difference is that now you need to make sure both humans AND AI can understand what makes your content valuable.

🚨 New Study from Semrush Reveals ChatGPT's Impact on Online Traffic and User Behavior A recent analysis of over 80 million clickstream records has unveiled significant shifts in how users discover and engage with online content through ChatGPT. Key findings include: ➡️ Traffic Distribution: ChatGPT directs substantial traffic to educational resources, academic publishers, and technical documentation, surpassing traditional search engines in these areas. ➡️ Unique Query Behavior: Approximately 70% of queries on ChatGPT are distinct from traditional search patterns, with users crafting longer, more detailed prompts—averaging 23 words without search enabled. ➡️ Demographic Insights: ChatGPT's user base skews younger and more male, with a significant portion being students, contrasting with the broader demographics of traditional search engine users. For marketers and content creators, these insights highlight the importance of adapting strategies to align with evolving user behaviors, focusing on content that supports learning, problem-solving, and creativity. Explore the full report to understand how AI-driven search is transforming digital engagement. https://lnkd.in/gkBk-j_e

After talking with over 50 users of our competitors, we noticed a common theme: their products are too static. Today's users are seeking experiences that adapt to their behaviors, providing tailored, dynamic interactions, particularly as AI technology advances. Everyone expects immediate value - they desire proactive solutions that anticipate their needs before they even ask. For instance, with Nevemind : - Who should I reach out to this week to close my sales quota? - Which important emails have I overlooked? - What key insights am I missing about my network today? Additionally, there's a growing preference for more defined, streamlined experiences over broad, vague ones. Users appreciate being guided consistently from the moment they onboard. This shift is evident in many apps like Delta (portfolio analytics), BeReal., Snap Inc., Duolingo, and Wordle, which not only meet these preferences but also guide users through their interactions. The trend towards personalized, anticipatory technology is apparent and seems set to continue shaping user expectations and product development. #AI #UserExperience #

From Bain & Company: Now, the rise of AI search engines and generative summaries has upended traditional search behavior, delivering answers directly on results pages and removing the need for users to click through to another site. Bain’s recent survey finds that about 80% of consumers now rely on “zero-click” results in at least 40% of their searches, reducing organic web traffic by an estimated 15% to 25% (see Figure 1). The speed of this upheaval leaves marketers with an urgent question: How do we engage consumers when clicks and site visits are disappearing? https://lnkd.in/gBCKSi6v?