Search engine optimization (SEO) remains one of the most essential and effective digital marketing channels.
SEO is the art of optimizing web pages, landing pages, and content to rank for relevant terms on search engine results pages (SERPs). A solid SEO strategy can help boost your brand’s visibility online and accelerate your growth.
But like any digital channel, the goalposts are always changing. The introduction of artificial intelligence (AI)-influenced algorithms like Google RankBrain and AI-powered search results like Google AI Overviews means that marketers must work harder to create content that cuts through the noise and offers value to consumers.
To help you navigate the ever-evolving search marketing landscape, here are 12 of the most important statistics you need to know.
1. Interest in the search term ‘ChatGPT’ on Google is on the rise
According to Statista, search interest for the term ‘ChatGPT’ rose last year, peaking at 100 index points in June 2024.
While interest dwindled slightly at the end of the year, Google still sees a consistently healthy volume of search queries for ‘ChatGPT’. This trend indicates a significant shift towards AI platforms for SEO as people use platforms like ChatGPT to find answers to their questions in a way that’s more conversational.
2. More users are using ChatGPTs ‘ChatGPT Search’ functionality
Analysis from SEMrush reveals that currently 54% of ChatGPT queries are handled with SearchGPT switched off.
While most people engage with ChatGPT without using the engine’s built-in search function, the split is fairly even. These numbers suggest a shift towards people using generative AI platforms for search purposes, meaning that SEO marketers must broaden their approach to remain relevant.
3. Search marketers use AI platforms to improve their SEO strategy
Studies show that 65% generate improved SEO results using AI tools. Plus. 67% of businesses state they see improvements in quality of the content when working with AI.
The likes of SEMrush and SEO Surfer have AI-powered features that analyze large datasets to streamline the keyword research or comparison process.
With the right prompts, search marketers are also using platforms like ChatGPT to discover keywords for their content and categorize them into relevant buckets or clusters. The take home here? If you’re not already using tools to complement your SEO marketing efforts, now may be a good time to start.
4. SEMrush, Ahrefs, and SEO Surfer are the most popular tools
There are countless SEO tools available to search marketers looking to level up their strategy.
According to a ChatGPT conversation we had, here are some of the most popular SEO tools used by search marketers at the moment:
- 1. SEMRush
- 2. Ahrefs
- 3. Surfer SEO
- 4. ChatGPT
- 5. MOZ Pro
- 6. Screaming Frog
- 7. Google Search Console
5. Google is still the most popular search engine by a long way
Despite the rising prevalence of AI-influenced search, Google still claims the lion’s share of the search market. According to Statista, Google has a current market share of 89.74%, with Bing coming a not so close second at 4.04%.
The likes of Yahoo! China’s Baidu, Russia’s Yandex, and DuckDuckGo—a tool that pulls queries from multiple search engines—are also used as search engines, albeit by a lot less people!
6. 50% of SEO professionals believe that social search engines will improve traffic
A study from HubSpot shows that 50% of SEO professionals believe that social media search engines will improve search in the not so distant future.
The same study also reveals that 48% of SEO marketers expect that Google’s AI overviews will enhance future search traffic. 44% of respondents also state that pending algorithm shifts and generative AI platforms will also have a positive impact in search.
7. Almost half of Google searches have are for local products or services
Research from Embryo Marketing shows that around 46% of Google searches have a local intent. That suggests that an increasing number of consumers are looking for content, offers, and recommendations based on a specific geographic region.
By focusing on geographically-focused keywords and creating SEO-optimized content for locations where you’re targeting consumers, you stand to expand your brand reach while earning droves of quality traffic this year.
8. 72.59% of Google’s visitors come from mobile devices
Studies show that over 70% of Google’s activity comes from mobile devices including smartphones, and this isn’t likely to change in 2025.
Invest in your mobile SEO practices, optimize your content for multiple devices, and you’ll increase your search visibility.
The lesson? Mobile device users are now the global majority, so focusing on your mobile SEO efforts should be a top priority.
9. Google launched four core updates in 2024
Google launched four core updates in 2024 and the one in March was the biggest in its history. One of the most significant aspects of this update was a significant drop in irrelevant, low quality content showing up in search results.
Scott Nelson, a member of Google’s Search Quality Team, confirmed the update resulted in a 45% reduction in unoriginal, poor quality content.
As a search marketer, it’s more important than ever to put your best foot forward. Now you need to experiment with marketing mediums, present original ideas to your audience, and go beyond the efforts of your competitors.
With a Google Pixel update currently in motion and more core updates expected annually keeping your striving to improve your SEO content is essential.
10. 75% of users never navigate past the first page of Google
HubSpot discovered that 75% of users never interact with the second page of Google or beyond. Also, 28.5% of Google users click in the first organic result on any given SERP.
Getting on page one or reaching the top spot is challenging. But with so few consumers willing to scroll past page one, pushing the envelope with your SEO strategy will get you where you need to be in 2025 (and beyond).
11. Around 20% of people use voice search worldwide
20% of people use voice search globally, according to Google, so it’s worth weaving into your strategy. As more consumers adopt smart speakers and voice assistants, voice search is likely to become a more dominant force.
Adopt these approaches to get ahead with your voice search strategy this year:
- Discover the most common voice search queries in your niche
- Optimize your content with conversational phrasing
- Hone in on natural language processing (NLP) techniques
12. Video SEO offers brand-boosting value
Featuring videos on your website has helped 88% of marketers generate leads, according to Wyzowl. Good quality video content can also increase dwell times and reduce bounce rates, which improves SEO success.
Video is also predicted to be the fastest-growing branch of digital advertising due its visually entertaining nature, reported Finances Online.
You can pack a lot of personality and value into a short piece of video content. Search engines reward content that is contextual, engaging, and offers true value. Coupled with the fact that YouTube is still the most popular video search engine on the planet, it’s clear that having a comprehensive video marketing strategy will boost your SEO success.