The online search landscape is undergoing an unprecedented transformation. According to the latest update of the report “How People Search Today: A Study on Evolving Search Behaviors in 2025”, published by the digital marketing agency HigherVisibility, U.S. users are adopting new tools — especially AI-based platforms like ChatGPT — at a faster pace than anticipated.

This study, whose second wave of data collection was carried out in August 2025, offers a comparative analysis with results from February of the same year, presenting data that shows a structural transformation in people’s digital habits, with direct implications for SEO, the role of Google, and the integration of AI into search environments.

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What is the direct impact on Google and traditional SEO?

One of the most revealing data points from the study is the drop in Google’s share of general information searches. In February, Google dominated with 73% preference for this type of search. However, by August, this figure had dropped to 66.9%, a decrease of more than six points in just six months.

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At the same time, the use of ChatGPT for obtaining general information tripled, rising from 4.1% to 12.5%. This growth positions artificial intelligence not just as a one-off assistant tool but as a real alternative to conventional search engines.

This presents a major challenge for current SEO strategies. It’s no longer enough to rank higher on Google; brands and content creators must now ask: Is my information optimized to appear in the responses of a language model like ChatGPT or Gemini? The answer to that question will be key in determining future visibility.

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Why are users changing their search preferences?

Participants in the study pointed out several reasons why they are choosing AI tools to conduct their searches. The most prominent include:

• Response speed: AI provides precise information in seconds, without the need to navigate multiple websites.
• Conversational experience: Models like ChatGPT allow users to ask complex questions in natural language and receive clear, organized, and context-aware answers.
• Less ad saturation: Unlike traditional search engines, AI environments are not crowded with paid ads or irrelevant links.

This behavioral shift is translating into a growing perception that AI is more efficient, personal, and useful than traditional search engines, at least for certain types of informational needs.

How does this affect content design and marketing strategies?

The fragmentation of the search ecosystem forces marketing professionals to rethink their SEO strategies. Previously, the top priority was clear: appear on Google’s first page. Today, that goal remains important but must be complemented with new actions:

• Optimization for language models: Content should be structured so that it can be interpreted, summarized, and cited by AI tools. This includes using natural language, well-crafted sentences, and verifiable data.
• Conversational SEO: Strategies must incorporate frequently asked questions, featured snippets, and clear answers, anticipating how a user might interact with a chatbot.
• Multichannel visibility: Digital presence must extend to platforms like TikTok, Pinterest, and even Amazon, which now form part of the modern consumer’s search journey.

In what type of searches does Google still dominate?

Although the preference for AI tools is growing rapidly, Google still leads in local searches (such as finding nearby restaurants or checking store hours) and in retrieving quick facts or simple definitions.

This suggests that the search engine remains relevant in contexts of immediacy or geographical needs. However, when it comes to deep analysis, recommendations, or explanations, users tend to prefer the more personalized experience offered by AI platforms.

Which demographic segments are driving this digital transformation?

This change is not limited to younger generations. While it’s true that Gen Z (ages 18–26) leads in AI use, the report shows that growth is also expanding to millennials, Gen X, and even baby boomers.

This dismantles the idea that tools like ChatGPT are solely a youth phenomenon. The cross-generational adoption highlights that this is not a matter of style or trend but a functional evolution in digital behavior.

How should companies prepare for this new scenario?

Brands and businesses that want to remain competitive must implement deep changes in their digital strategies:

1. AI-focused content audits: Evaluate which pieces are optimized to be understood and reproduced by models like ChatGPT, Claude, or Bard.
2. Create useful and trustworthy content: AI systems prioritize highly authoritative sources with clear and well-structured information.
3. Monitor emerging platforms: Being present on Google alone is no longer enough. New discovery platforms — such as visual search engines and short-form video social networks — must also be strategically addressed.

Is SEO dead? Or is it just evolving?

Despite the changes, SEO is not dead, but it is going through a radical transformation. The core of SEO — making content accessible, useful, and discoverable — remains valid, but the rules of the game have changed:

• Ranking is no longer exclusive to Google.
• Questions are replacing keywords.
• Content is no longer just positioned; it must also converse, respond, and persuade.

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