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/
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