Google for quick info, ChatGPT for depth: This is how we really search in 2025
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Published on: August 16, 2025 / Updated on: August 16, 2025 – Author: Konrad Wolfenstein
Google for quick info, ChatGPT for depth: This is how we will really search in 2025 – Image: Xpert.Digital
Fewer clicks despite good rankings: This is the real reason – and the new solution – Basic findings of the SEMrush study
### Is ChatGPT killing Google? New study shows the surprising opposite ### Are Google's AI answers eating up your traffic? What you need to do now ### Is SEO dead? Why everyone's talking about GEO now – and what that means for your website ### Gen Z is turning its back on Google: How AI is changing search forever ###
ChatGPT vs. Google: How AI is changing search behavior and what this means for digital strategies
The discussion about ChatGPT as a potential threat to Google has taken a new turn. A comprehensive study by SEMrush, which analyzed 260 billion rows of clickstream data between January 2024 and June 2025, paints a surprising picture of the interaction between ChatGPT usage and traditional Google search behavior.
The study examined two specific groups: a test group consisting of US users who first used ChatGPT in the first quarter of 2025 but had no prior experience with the platform, and a control group of users who never used ChatGPT. The researchers focused on desktop usage within the US and measured Google search sessions 90 days before and after initial ChatGPT use.
The result contradicts the widespread substitution hypothesis: ChatGPT usage does not lead to a decline in Google search. Instead, the data support the expansion hypothesis – ChatGPT expands overall information-seeking behavior without replacing traditional search habits. In fact, there was even a slight increase in average Google Search usage after ChatGPT adoption.
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Different usage patterns and search behavior
The analysis of usage habits reveals interesting patterns. In ChatGPT, 54 percent of all queries are made in Standard Mode, while 46 percent use the integrated Search Mode. The differences in prompt length are particularly revealing: In Standard Mode, ChatGPT queries average 23 words, while in Search Mode, only 4.2 words are used – an indicator that users revert to traditional Google-like search strategies in Search Mode.
These findings demonstrate that different tools are optimized for different needs. Google continues to dominate in current information, local searches, and navigational queries. When someone searches for "Amazon," they want to navigate to the website, not get a description of the company. ChatGPT, on the other hand, excels in complex research, analytical tasks, and creative projects, where its conversational capabilities and contextual retention offer decisive advantages.
Current market position and demographic developments
The bare numbers still demonstrate Google's dominant market position. Google processes approximately 14 billion search queries daily, while ChatGPT handles an estimated 37.5 million search-like queries – a ratio of 373:1 in favor of Google. Nevertheless, Google recorded growth of approximately 20 percent in 2024, demonstrating that even the established market leader continues to expand.
However, the demographic analysis reveals a significant generational shift: 54.85 percent of ChatGPT users are between 18 and 34 years old, while only 13.25 percent are older than 55. These digital natives are using AI tools not only for homework or creative projects, but increasingly for research that they would previously have conducted exclusively via Google. A Yext study from Germany shows that 70 percent of respondents use AI search solutions at least several times a week, with Generation Z appearing to have almost completely turned away from traditional search engines.
Impact on website traffic and user behavior
Google's introduction of AI overviews is bringing measurable changes for website operators. Studies from German-speaking countries show an average decline in clicks of 17.8 percent since the introduction of AI overviews, with some websites even experiencing losses of up to 40 percent. Particularly alarming: While the visibility of websites in search results has barely been affected (impressions fell by only 1.2 percent), the click-through rate fell by 14 percent.
This trend is leading to an increase in so-called "zero-click searches" – search queries where users get the answer directly in the search results without clicking on a website. Even before the introduction of AI overviews, this rate was around 59 percent in Europe, and with AI overviews, this figure continues to rise. The prominent placement of AI overviews amplifies this effect, as they appear at the top of the search results page and can occupy up to 90 percent of the screen on mobile devices.
Generative Engine Optimization as a new discipline
In response to these developments, Generative Engine Optimization (GEO) is emerging as a complement to traditional search engine optimization. GEO aims to design content so that it is optimally processed by AI-powered search engines and generative models and integrated into their responses.
The difference between SEO and GEO lies in their objectives: While SEO aims to rank in traditional search results and generate clicks, GEO focuses on being cited as a trusted source in AI-generated answers. This requires a different approach to content creation: Content must be structured, concise, and easily accessible to AI systems. Factors such as EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) become even more important.
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Diversify traffic: Protect against algorithm-related shocks
Strategic implications for companies
The findings of the SEMrush study have far-reaching strategic implications. Companies need to expand, not replace, their digital marketing strategies. SEO remains a key component of online visibility, as Google remains the dominant search platform. At the same time, optimization for AI searches is gaining importance as user behavior and search patterns evolve.
A successful strategy for 2025 combines traditional SEO measures with geo-targeting approaches. In concrete terms, this means: Keywords remain important, but thematic relevance and semantic context gain in importance. Backlinks and domain authority are still crucial, but factors such as structured data, authority, and citability will become more important for visibility in AI responses.
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Traffic channel diversification and monitoring
The distribution of traffic channels should be analyzed regularly to identify changes early on. Traditional channels such as organic search, direct traffic, email marketing, and social media are facing competition from AI-powered platforms. A balanced traffic mix reduces dependence on individual channels and provides protection against algorithm-related fluctuations.
It's especially important to monitor direct traffic, which can be influenced by other channels. For example, if users become aware of a brand through ChatGPT, they may later search directly for the website. These indirect effects are difficult to measure but crucial for understanding the complete customer journey.
Developing content strategies for the AI era
Content strategies must be adapted for the AI era. Instead of focusing solely on keyword density, content should be thematically comprehensive and contextually relevant. AI systems interpret content not based on individual keywords, but rather on topics and their semantic connections. This requires a more holistic approach to content creation.
Structured data is becoming increasingly important as it helps AI systems better understand and categorize content. FAQ sections, clear heading structures, and concise answers to frequently asked questions increase the likelihood of being referenced in AI responses.
Measurability and KPI adaptation
Traditional SEO KPIs such as rankings or visibility indices become less meaningful when AI systems provide direct answers. New metrics must be developed: Share of voice in AI answers, mentions in generative search results, and brand visibility across various AI platforms are becoming important indicators of digital market presence.
The challenge lies in defining and measuring these new metrics. While traditional web analytics tools can measure traffic, conversion rates, and engagement, sophisticated tools for measuring AI visibility are still lacking.
Technical requirements and infrastructure
The technical website infrastructure must be optimized for AI crawlers. Loading times, mobile optimization, and the provision of information without JavaScript become even more important as AI systems prefer structured and quickly accessible information. Schema markup and structured data help AI systems better understand and process content.
At the same time, companies must ensure their content is consistent and discoverable across different platforms. This means not only website optimization but also a presence on platforms like LinkedIn, Reddit, or industry-specific forums where AI systems gather information.
Long-term market development and forecasts
Long-term trends point to the coexistence of different search paradigms. Google is expected to remain the dominant platform for transactional and navigational searches, while AI systems will gain importance for complex, analytical, and creative queries. This development requires companies to adopt a flexible, multi-channel approach.
Experts predict that AI overviews will be accessible to more than one billion users by the end of 2025. This expansion will further increase the importance of GEO and force companies to adapt their content strategies accordingly.
Recommendations for practice
The study's findings offer practical recommendations: Companies should expand their SEO strategies, not replace them. Google remains a central channel and requires continuous optimization. At the same time, new platforms and AI systems must be integrated into the strategy.
Systematic monitoring of traffic channels helps identify changes early and respond accordingly. Investing in structured data, authoritative content creation, and multi-platform presence pays off for both traditional SEO and GEO.
The future of online search will be shaped by the intelligent combination of different strategies. Companies that master both traditional SEO and GEO will be best positioned in the changing digital landscape. The SEMrush study shows that ChatGPT doesn't replace Google, but rather expands the entire spectrum of information search – and it is precisely this expansion that offers new opportunities for strategically minded companies.
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