2025年末搜索趋势报告

Trends by IndustryDiscover the latest search trends in travel and AI SearchLearn the most significant developments and tourism, health, B2B, quick-service restaurants(QSR), automotive, and ecommerce. impacts to the discoverability landscape fromchanging artificial intelligence technology. 03Trends To Watch 044 Key Takeaways What discoverability actions you should prioritizeto ensure search success. Prepare your search strategy for the rest of 2025and beyond with these important developments. What To Prioritize Future-proof your search strategy for the rest of 2025 — and beyond 0102 03 04 Discoverability.Marketing Teams on AI. Search Measurement. Audience Behavior. attribution models can help teams betterunderstand how to move audiences intomeaningful site engagements andconversion.Seek to break out search metrics basedon higher-funnel versus lower-funnel stakeholders even outside ofmarketing teamsabout the changesin search. Help organizational leadersunderstand the limitations ofchatbots and LLMs, as well as theopportunities.ChatGPT will not replace yoursearch expert, but enabling your Invest in understanding your audience,how and where they search, and the tasksthat they turn to search for.Become an expert in where your key discoverability is important from socialto search to commerce engines.It’s critical toconnect information and content across different channels andplatforms. This paints a clearer picture ofcustomer needs in context, ensuring morecomplete, contextual content is available toappear in synthesized AI answers.search expert to use AI tools willunlock more opportunities. point they are likely to engage with thataligns with your goals. searches tomeasure impressions andattribution that can contribute to siteconversions. 3 AI Search:The Biggest Changesand Impacts01 The Biggest AI SearchChanges Affecting Brands: 1.Google AI Experiences:AI-generated experiences are now inescapable in Google search. Chatbots and AI Expectations:More adoption reveals opportunities, limitations, and potential pitfalls.2. 3.Major shifts in traffic and engagement vary by generations and content types. Some business verticals and sites are experiencing more change than others.Measuring Search Success:5. Businesses are being forced to change measurement models to justify digital activity. Why It Matters “This is the biggest change to search in years. AIis makingintegrated, synthesized resultspossible, andpeople are learning to search infundamentally new waysthat will permanentlychange their expectations of how brands getdiscovered online.” Chief Discoverability Officer, VML #1 Google UnapologeticallyPushing AI to Searchers. What Kind of Queries Are Triggering AI Overviews?Informational queriesseeking knowledge and answers have exploded Shopping searchesthat trigger AI Overviews remain stagnantNavigational queriesto arrive at specific destinations are on the rise The ScoopSearch results continue to evolve with AI-generated experiences. •As AI features become inescapable in Google search results, take stock ofhow and where your brand and competitors are ranking across AI features.•As Google’s AI-driven search features become more mainstream in everydayuser interactions,marketing teams face higher expectations to be informedand adapt to changes in search. •AI Overview Expansion:AI Overviews are now available in 200 countries and territories and have 1.5 billion users.•AI Mode Rollout:There is now an AI Mode in search right next to the All Resultstab. AI Overviews results also prompts users to continue their search on AI Mode.•AI Results and Advertising:While media buyers cannot currently buy adspace within AI Overviews or AI Mode, advertisers may be eligible to be featured within either experience. However, Google is providing no guarantee orreporting metrics about whether advertising is showing above or below AIOverview results, creating some lack of confidence in advertisers around paidsearch placements. #2 Chatbots and LLMsCreating New Opportunitiesfor Discovery Where AI Gets Its Info:Top Sources 2025 Top 10 web domains cited by large language models (LLMs)in June 2025* (in %) The ScoopAI is influencing how users search and find information. As these habits scale, brands must prepare for a future where AI-first search is not the exception, butthe norm. Content not found in AI search responses is rendered nearly invisible.•Brands must cater optimizations to chatbots and LLMsandoptimize acrossowned channels to serveinformation to audiences in AI search results.•Chatbots and AI models are not ready to replace your search expert ormarketing team. Human knowledge and experience are still essential to use AItools and techniques to reach personalized, contextual search results at scale.What’s Happening •AI chatbots turn static search results into fast, real-time conversations.Each AI platform has unique strengths and brand discoverability opportunities. •AI models enable market