The Edward Show New Data: 57% of Google Searches Are Zero-Click – How AI Is Changing User Behavior
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Nov 6, 2025 Belinda Conde, SVP of Marketing at Datos, shares insights on how 57% of Google searches result in zero-clicks. With her expertise in clickstream data, she discusses the shift towards AI Overviews and their implications for SEO. Despite the rise of AI tools, Google still commands 95% of search traffic. Belinda highlights the importance of problem-solving content, the changing dynamics of traffic from platforms like Reddit, and why authentic engagement is crucial. She also touches on the future of digital marketing in an AI-driven landscape.
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Search Still Dominates Despite AI
- Traditional search still accounts for about 94–95% of search traffic despite AI tools' growth.
- SEO best practices remain relevant and influence AI overviews because many cited sites were already in Google’s top 10.
Majority Of Searches Now Zero-Click
- 57% of Google searches result in no external click when including staying on Google, searching again, or ending sessions.
- AI overviews contributed materially to the rise in zero-click behavior since 2024.
Prioritize Problem-Solving Content
- Focus on solving users' problems and providing value before asking for conversions.
- Prioritize helpful, authoritative content over feature lists to win AI and traditional search visibility.