Search engine optimization is evolving at a rapid pace. In 2025, the combination of artificial intelligence, mobile-first behavior, and new zero-click search experiences is reshaping how businesses attract and convert customers online. Below, we explore the latest SEO statistics that matter most for marketers this year.
Google continues to dominate the global search engine market with around 89–90% market share, leaving only small portions for competitors like Bing, Yandex, and DuckDuckGo. In total, Google processes more than 9.5 million searches per minute, adding up to over five trillion searches each year. Mobile devices play a central role in this behavior, driving more than 60% of global search traffic. Long-tail keywords are also critical, representing nearly 69% of all search traffic.
The introduction of Google’s AI Overviews has changed the way users interact with results. AI Overviews appear in roughly 13% of searches, and more than half of the sources cited in these summaries already rank in the top 10 organic results. At the same time, zero-click searches—where users find the answer directly on the search results page without clicking a link—are increasing. Features such as “People Also Ask” appear in more than 90% of relevant queries, further emphasizing the importance of structured, concise content.
With mobile-first indexing now the standard, search results can look different on desktop versus mobile. Globally, more than 60% of web visits come from mobile devices. Voice search is also becoming mainstream, with approximately one in five people worldwide using it regularly. For site owners, speed and usability remain crucial: if a page takes longer than 3 seconds to load, many visitors abandon it immediately.
Local intent is stronger than ever. Nearly 46% of all Google searches are looking for local businesses or services. In the U.S., more than 70% of consumers search for local business information at least once per week. Incorrect details, such as wrong opening hours or addresses, can cause users to avoid a business entirely—highlighting the importance of accurate Google Business Profiles and local SEO strategies.
Appearing on the first page of Google is still critical, as 75% of users never click past page one. The top organic position attracts around 25.8% CTR, while the second position drops to about 9.5%. Long-form, comprehensive content (over 3,000 words) continues to outperform shorter articles, gaining more backlinks and shares. Branded searches also matter: approximately one-third of all queries on Google are branded.
SEO remains one of the most profitable marketing channels in 2025. About 57% of B2B marketers report it as their top-performing channel. Interestingly, 70% of marketers say SEO drives more sales than pay-per-click campaigns. On average, SEO leads convert at 2.4%, though this varies widely by industry. Most businesses see a return on investment within 6–12 months. In some industries, ROI is extraordinary—over 1,300% in real estate and more than 1,000% in finance.
Marketers face new challenges as AI-generated results reduce the number of clicks to publisher websites. Success now means not only ranking high, but also being included as a trusted citation within AI Overviews. Google continues to emphasize E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), making content quality and credibility more critical than ever. Structured data, schema markup, and optimization for local and mobile search are non-negotiables in 2025.
As we look to the future, search will continue to evolve from “classic SEO” into optimization for generative and answer-driven engines. Structured data will become a necessity to gain visibility in AI Overviews. Core Web Vitals and user experience metrics will carry even more weight as ranking signals. Brands will need to measure visibility in new ways, focusing not just on keyword rankings but also on appearances in AI-driven results and zero-click interfaces. Meanwhile, platforms like TikTok and Instagram will grow as alternative search ecosystems, further diversifying the digital landscape.
SEO in 2025 is about more than ranking—it’s about visibility, credibility, and adaptability in an AI-powered, mobile-first world.
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