Google debates Apple's search data dominance
In the ever-evolving digital world, search trends are undergoing a significant transformation in 2025 and beyond, as AI and app-based information discovery reshape user behaviour and SEO dynamics. This shift is evident in the increasing use of mobile devices for Google searches, with more than 63 percent of activity now occurring on smartphones, according to Q3 2023 metrics.
This paradigm shift has sparked a response from tech giants like Google, who have emphasised that search activity is not declining but rather shifting in form due to the wider array of platforms and devices being utilised. The uncertainty around what constitutes a "decline in general search" has led analysts to suggest it could represent fragmentation rather than a reduction in searches.
Google's response to this fragmentation is apparent in their continued or increasing usage across desktop, mobile, and voice-enabled interfaces. Search volumes related to travel, e-commerce, and healthcare are rising year-over-year, indicating a growing reliance on search engines for various purposes.
However, the landscape is not exclusive to traditional search engines. Industry experts classify this as "search decentralization," meaning that discovery is no longer limited to major search engines. AI assistants such as Siri and ChatGPT, and app-based searching on platforms like TikTok and Instagram, are increasingly popular, with the latter nearly doubling among users aged 18 to 24 in the last two years.
This decentralization is causing a dual landscape where businesses must optimize for both traditional search and AI-powered platforms like ChatGPT, which is now the 5th most visited website globally with nearly 5 billion monthly visits. Google's AI Overviews, which provide concise AI-generated answers directly in search results, now appear in about 15-20% of queries and are growing rapidly. This immediate access to information is causing a significant drop in organic click-through rates, as users get answers without needing to visit websites.
The implications for businesses and digital strategists are clear. Traditional SEO must incorporate AI optimization techniques, including generating high-quality AI content and optimizing for AI Overviews and voice search. Brands should also maintain strong visibility on both traditional search engines and AI platforms like ChatGPT, expanding their reach.
In addition, measuring success requires focusing on conversions and engagement rather than only organic visits, as fewer clicks are occurring. AI can help drive more targeted referral and direct traffic. Content quality and authority remain crucial, with human-authored content less likely to face penalties.
Lastly, adopting AI chatbots and tools to improve user interactions can increase revenue and loyalty. By 2027, a quarter of organisations are expected to use AI chatbots as primary customer service channels.
In summary, the rise of AI and app-based information discovery is reshaping search from a click-driven model to an immediate-answer, multi-platform ecosystem. Digital strategists must embrace AI to create quality content, optimize for new AI-powered search features, and rethink metrics to thrive in this evolving landscape.
Artificial intelligence is increasingly being utilized in finance and business sectors, with tech giants like Google optimizing their services across desktop, mobile, and voice-enabled interfaces to cater to the growing reliance on search engines for various purposes. Moreover, the decentralization of search has led to the emergence of AI platforms like ChatGPT, which is now the 5th most visited website globally, necessitating businesses to optimize their digital strategies for AI-powered platforms as well as traditional search engines.
