New Data: 57% of Google Searches Are Zero-Click – How AI Is Changing User Behavior
The Edward Show
Datos and Clickstream Data Explained
Belinda describes Datos, their global clickstream panel, and how the State of Search reports are produced.
E855: New data reveals that 57% of all Google searches are zero-click.
SVP of Marketing at Datos, Belinda Conde, joins the show to reveal that more than half of users now get the information they need directly from Google - whether through AI Overviews, featured snippets, or other Google-owned properties - instead of clicking through to a website.
We explore what this means for SEO, AI search, and the future of user behavior. Using large-scale clickstream data from the State of Search Q3 2025 Report, we break down how AI results, zero-click behavior, and platforms like Reddit are reshaping the search landscape.
Despite the rise of AI tools like ChatGPT and Gemini, the data shows that Google still dominates 95% of all search traffic. Traditional search and SEO remain critical - but how people interact with search results is changing fast.
In this episode: - Why 57% of Google searches result in zero external clicks - How AI Overviews are changing search behavior - Why Google still controls 95% of global search traffic - The slowdown in AI tool growth and usage trends - Reddit as a top traffic source from Google - What zero-click behavior means for SEO strategy - How marketers can adapt to AI-driven search results - Why solving problems beats feature selling in modern marketing
⭐️ Belinda Conde on LinkedIn - https://www.linkedin.com/in/belinda-conde/ ⭐️ State of Search Q3 2025: Behaviors, Trends, and Clicks Across the US & Europe - https://datos.live/report/state-of-search-q3-2025/ ⭐️ Receive Datos reports 24 hours before public releases - https://datos.live/newsletter/
💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/
00:00 Introduction to Search Behavior 01:01 Guest Introduction: Belinda Conde 08:22 Understanding Clickstream Data 12:35 Regional Differences in Search Behavior 17:31 Zero-Click Search Strategy 19:11 Feature Selling vs. Problem Solving 28:44 Reddit's Rise in Search Traffic 31:43 Navigating Reddit for Marketers 32:23 The Importance of Customer Experience 34:15 Social Listening and Brand Mentions 36:39 Google's Dominance in Search 38:43 The Future of AI in Search 45:05 Adapting to Changing Traffic Sources 49:46 The Power of Optimism in Marketing 53:51 Upcoming Reports and Insights 56:24 Conclusion and Final Thoughts
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #chiefmarketingofficer #digitalmarketing #marketingstrategy
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