The world of search is shifting once again. According to fresh Q2 2025 data from Datos and SparkToro, Google still dominates the U.S. desktop search market with a 95% share. However, user behavior is evolving in ways that brands cannot ignore. Zero-click searches are rising, AI platforms like ChatGPT are gaining traction, and most queries remain informational rather than transactional.
This changing landscape means businesses must adapt their strategies, focusing not only on clicks, but also on visibility, trust-building, and full-funnel engagement.
Google Remains the Leader, But Not Untouchable
Google’s dominance is still clear. With 95% of desktop search share, it continues to be the go-to platform for users.
U.S. Desktop Search Share – Q2 2025
Yet, subtle shifts are happening. Searches per user are slowly declining, and zero-click searches are increasing due to AI Overviews, Featured Snippets, and People Also Ask boxes. This means users often find their answers directly on the results page, without clicking through to a website.
What brands should do:
- Optimize for visibility-first SEO (snippets, overviews, PAA boxes).
- Track visibility metrics, not just traffic.
- Protect branded searches with paid ads.
ChatGPT Emerges as a True Search Channel
The most notable development is the rise of ChatGPT as a destination for Google users. In Q2 2025, ChatGPT.com became a top 10 Google search destination, with nearly 30% of U.S. desktop users visiting the site.
AI tools are increasingly used for product comparisons, how-to guides, and research queries.
What brands should do:
- Structure content for AI extraction.
- Use FAQs and schema markup.
- Create content that directly answers user questions.
Zero-Click Searches: More Impressions, Fewer Clicks
The growth of AI Overviews means that zero-click searches are accelerating. While this reduces traffic, it still boosts brand impressions and authority.
Key implications:
Brands gain exposure without traditional clicks.
Search visibility must be measured as brand strength.
Attribution models need to evolve to account for impressions.
What brands should do:
Build snippet-worthy content.
Treat impressions as valuable exposure.
Redefine attribution beyond last-click.
Search Intent Is Still Mostly Informational
The Q2 2025 report confirmed that only 1–2% of U.S. desktop searches show purchase intent. Most searches remain top or mid-funnel, users are researching, comparing, or validating information before buying.
What brands should do:
- Build full-funnel content strategies.
- Align SEO and Google Ads for different intent stages.
- Capture early-stage leads with remarketing and email.
What This Means for Brands in 2025
The data is clear: search is no longer confined to blue links on a results page. It’s happening across Google snippets, AI chat responses, YouTube, Reddit, and more.
To stay competitive, brands must:
- Stay visible on Google with SEO + paid search.
- Optimize for AI and zero-click search environments.
- Build content that earns placements in snippets and AI responses.
- Focus on long-term visibility and trust, not just conversions.
The takeaway? Google still rules, but the rise of AI-powered search is reshaping how users interact with brands. Businesses that adapt now will stay ahead in an evolving search ecosystem.