2025年末搜索趋势报告构建前瞻性搜索策略（英文）

End

of

2025Search

Trends

ReportFuture-Proof

Your

Search

Strategy

for

the

Rest

of2025&Beyond1Trendsby

IndustryDiscoverthe

latestsearchtrends

intraveland

tourism,

health,

B2B,quick-service

restaurants

(QSR),automotive,and

ecommerce.AISearchLearnthe

mostsignificantdevelopmentsand

impactstothediscoverabilitylandscapefrom

changingartificialintelligencetechnology.4KeyTakeawaysWhatdiscoverabilityactionsyoushould

prioritize

toensuresearch

success.TrendsToWatchPrepareyoursearchstrategyforthe

restof

2025

andbeyondwiththeseimportant

developments.040302012WhatToPrioritizeFuture-proof

your

search

strategy

for

the

rest

of2025—and

beyond01

02

03

04Your

brandcan’t

beeverywhereat

once.

Invest

in

understandingyouraudience,howandwheretheysearch,

andthetasks

thattheyturntosearchfor.Becomeanexpert

inwhereyour

keyaudiencesturntosearchandwhattouch

pointtheyarelikely

to

engage

with

thatalignswithyourgoals.※VMLGetaheadand

proactivelyeducate

stakeholdersevenoutside

ofmarketingteamsaboutthechanges

insearch.

Helporganizational

leaders

understandthelimitations

ofchatbotsand

LLMs,as

well

as

the

opportunities.ChatGPTwillnot

replaceyoursearchexpert,

butenablingyoursearchexpertto

useAItools

willunlockmore

opportunities.3Sitetrafficfromsearch

is

nota

given,

but

attributionmodelscan

helpteams

better

understand

howto

moveaudiencesinto

meaningfulsiteengagementsandconversion.Seekto

breakoutsearch

metrics

based

on

higher-funnelversus

lower-funnelsearchesto

measure

impressionsand

attributionthatcancontributetosite

conversions.Get

beyondGooglealone,

becauseAIdiscoverabilityisimportant

fromsocial

tosearchtocommerceengines.It’scriticaltoconnect

informationandcontentacrossdifferentchannelsandplatforms.This

paintsaclearer

picture

of

customer

needs

incontext,ensuring

more

complete,contextualcontentis

available

to

appear

insynthesizedAIanswers.OptimizeforMultiplatform

Discoverability.Educate&

EnableMarketingTeamsonAI.EvolveApproachesto

SearchMeasurement.UnderstandChanging

AudienceBehavior.01

AI

Search:TheBiggestChanges

andImpacts4TheBiggestAISearchChangesAffectingBrands:1.

Google

AI

Experiences:2.

r

Io

,il

ions,

and

potential

pitfalls.3.

j

c

a

enerations

and

content

types.4.

e

:als

and

sites

are

experiencing

more

change

than

others.Businessesarebeingforcedtochangemeasurementmodelsto

justifydigitalactivity.icsrttssSsinrye

busonbycynrentumeAeyndengiffersaDtraffiUseinhr

shiftsearcoSMAimitatons:tunitieectaorpppExalsAennadoptiobotseaMC※VML

55.

Measuring

Search

Success:AI-generatedexperiencesarenowinescapableinGooglesearch.WhyItMatters“This

is

the

biggest

change

to

search

in

years.AIis

making

integrated,synthesized

resultspossible,andpeoplearelearningtosearchin

fundamentallynewwaysthatwillpermanently

changetheirexpectationsofhowbrandsgetdiscovered

online.”HeatherPhysiocChiefDiscoverabilityOfficer,VML6#1Google

UnapologeticallyPushing

AI

to

Searchers.TheScoopSearchresultscontinuetoevolvewithAI-generatedexperiences.•

AsAIfeaturesbecomeinescapableinGooglesearch

results,take

stock

of

how

andwhereyourbrandandcompetitorsarerankingacrossAIfeatures.•

AsGoogle’sAI-drivensearchfeaturesbecomemoremainstream

in

everydayuserinteractions,marketingteamsfacehigherexpectationstobe

informed

andadapttochangesinsearch.What’sHappening•

AIOverviewExpansion:AIOverviewsarenow

available

in200

countries

andterritories

and

have1.5

billion

users.•

AIModeRollout:Thereis

nowanAIMode

insearch

right

next

to

theAll

Results

tab.AIOverviewsresultsalsopromptsusers

to

continue

their

search

onAIMode.•

AIResultsandAdvertising:Whilemediabuyerscannot

currently

buy

adspacewithinAIOverviewsorAIMode,advertisersmay

beeligibleto

befeaturedwithineitherexperience.However,Googleis

providing

noguarantee

or

reportingmetricsaboutwhetheradvertisingisshowingaboveor

belowAIOverviewresults,creatingsomelackofconfidence

inadvertisers

around

paid

searchplacements.WhatKindofQueriesAreTriggeringAIOverviews?•

Informationalqueriesseekingknowledgeandanswershave

exploded•

ShoppingsearchesthattriggerAIOverviewsremainstagnant•

NavigationalqueriestoarriveatspecificdestinationsareontheriseSource:SEMRush7#2Chatbots

and

LLMsCreatingNewOpportunities

for

DiscoveryTheScoopAIisinfluencinghowusers

search

andfind

information.Asthese

habits

scale,brandsmustprepareforafuturewhereAI-firstsearchis

notthe

exception,

but

thenorm.ContentnotfoundinAI

search

responses

is

rendered

nearly

invisible.•BrandsmustcateroptimizationstochatbotsandLLMs

and

optimize

across

ownedchannelstoserveinformationtoaudiencesinAIsearch

results.•

ChatbotsandAImodelsarenotreadytoreplaceyoursearch

expert

ormarketingteam.Humanknowledgeandexperiencearestill

essentialto

useAI

toolsandtechniquestoreachpersonalized,contextualsearchresults

at

scale.What’sHappening•AIchatbotsturnstaticsearchresultsintofast,

real-timeconversations.EachAIplatformhasuniquestrengthsandbrand

discoverability

opportunities.•

AImodelsenablemarketingprofessionalstotailorcampaigns

byanalyzing

customerbehaviorandpreferences,deliveringhighly

personalized

experiences

fromproductrecommendationstotargetedadvertisements.•

GreaterengagementwithAItoolshasbloatedexpectationswithoverrelianceonautomation,withsomecompaniesevenoutsourcingmostor

alloftheirmarketingtoAI—and

many

payingthe

price.12.511.311.3223.5

23.3212018.76.340.1Where

AI

Gets

Its

Info:Top

Sources2025Top10webdomainscitedby

large

language

models(LLMs)in

June

2025*

(in

%)RedditWikipedia

YouTube

GoogleYelpFacebook

Amazon

Tripadvisor

Mapbox

OpenStreetMap*Google’sAIModeandAIOverviews,ChatGPT,and

PerplexityBasedon150,000citationsfrom5,000randomlyselectedkeywordsfrom

Semrush

database.Source:

Statista

via

SEMRush

810%20%30%40%

50%“Visibilitytodayisaboutbeingselected,cited,andtrustedbyAIplatforms.Brandsadaptingtothischangewillleadtheconversation.”CyDe

laVegaAssociateDiscoverabilityDirector,VMLWhyItMatters9#3AI

Search

PlatformUsage

Varies

byAudienceandTaskTheScoopSomeaudiencesaremorelikelyto

useAIfor

sometypes

of

tasks

thanothers.AnalyzeandunderstandyouraudienceandthetypesofcontenttheyexpectorwouldengagewithwithviaAI

experiences.SeektooverlapbranddiscoverywithaudienceinformationgatheringandtaskstheywouldturntoAIfor.WhatÕs

Happening•

AISearchPreferenceSkewsYounger:YoungeraudiencesarerapidlyembracingAI,shiftingexpectationstowardspeed,convenience,and

direct

answers.42%of18-to24-year-olds

preferthe

Google

AIO

experience

versus21%of45-to

54-year-olds.•

UtilizationofAIToolsDifferbyTask:Across

audiences,AIchatbotsandsearchenginesareusedfordifferenttasksand

levelsofcomplexity.Toptasksarethingsliketext

creation,languagetranslation,andtacticaltasks.

18-29

30-49

18-34

50-64

65+5841342519106Jul'23Feb'24

Feb/Mar'25111%

11%

10%9%9%8%7%19%19%17%16%4%ForNoneoftheMentionedFunctions/ApplicationsFindComplexInformationResearchandLearningSupportCreativeSupportFindSimpleInformation

TextCreationEntertainmentandAmusement

ProductSearchandComparison

DataAnalysisandTrendResearch

LanguageTranslationPersonalOrganizationandPlanning

ProgrammingandSupportforTechnicalTasksCurrentNewsand

InformationHealthAdviceDiscoverCurrentTrendsandIdeasTravelPlanningChatGPTusecontinuestorise;a

majority

of

adultsunder30

have

used

it.PercentageofU.S.adultswhosaythey

have

ever

used

ChatGPTForwhichfunctionsorapplicationsdoyouuseAIchatbots

andAIsearchengineslikeChatGPT,Gemini,

Perplexity,etc.?Source

Claneo

State

of

Search:,

Pew

Research

1013%

12%

12%4828本报告来源于三个皮匠报告站（）,由用户Id:659839下载,文档Id:954732,下载日期:20262518#4AI

Search

AdoptionandEngagementVaries

WidelybyIndustryTheScoopSomeindustriesareseeingmorechangetowhatcontent

is

displayed

in

searchresultsthanothers.AIchatreferralsdrivedeeperengagement

forcertainindustries

—usersstay

longer,explore

more,

and

convertfaster.Butreachisshrinking,and

competition

for

visibility

is

strongerthanever.What’sHappening•Ecosystemsignals:Brandswith

strong

signalsfrom

multiple

digital

channels

likesocial,email,direct,

local,

PR,andotherscan

reduce

negativeimpactanddrivenewengagement

acrossthesearchexperience.•High-funnelqueriesmost

disrupted:

Sitesthat

have

more

high-

funnel,lower-intentquerieswhereuserscaneasily

gain

information

fromAIsearchresultswithoutgoingtositestandtolosethe

most.•Establishuniquevalue:Siteexperiences

that

can

be

easily

mimicked

withinsearchresults(informationvs.conversionor

experience).•Someindustriesareseeingbiggercutsfromorganictraffic:Tourism,

health,

B2B/multi-segment,QSR,automotive,andcommercecategorieshaveseenthe

mostimpact.2,000,0004,000,0006,000,0008,000,00010,000,000TrafficClickdatafromNovember

2024

SourcesTechCrunch,SEMRushChatGPT

users

are

sending

an

average

of2.5millionpromptseachday,butsomeindustriesare

gettingmoretrafficfromthechatbotthanothers.

1

1,0

706,3 666,0

628,100

564,0 467,20

463,802,550,2,490,2,250,02,120,0001,930,0001,650,000,490,00090,000000000005,000000006,6005,830,000300,000,000OnlineServicesEducationMassMediaInformationTechnologyComputerSoftware&DevelopmentDistanceLearning

Publishing

GovernmentRetailFinanceHealthcareNonprofitOrganizations

AdvertisingandMarketingScienceWellnessLegal

EntertainmentTravel&TourismTopIndustries

by

Referral

TrafficFromChatGPTTraffic=numberof

uniquesessions

thatendedonadomain

inthiscategory9,960,00011#5Brands

Are

EvolvingtoMoreHolisticDiscoverabilityMetrics

&MeasurementTheScoop“Zero-click”searchresultscallfornewwaysto

measure

searchperformance.ThepresenceofanAIoverviewforinformationalsearchesresultedinorganicclick-throughrate

decreases

overthe

past

year.Brandsandmarketerswillhavetoadjustthewaystheymeasuresuccessinsearch,evolvingfromclicksandsitetraffictoadd

citationsandotherAIsearchresultsvisibility

metrics.What’sHappening•Searchersnolonger

haveto

clickthroughto

a

specificwebsiteto

answertheirquestions,whichcancauseorganicclicksandclick-

throughratestodecline.•Siteexperiencesthatpushforconversion

and

deeperengagementwillencouragegreaterclicksandon-siteengagement.•High-funnelversuslow-funnelqueries

andthe

information

servedoftendictatewhetherausercangetinformationfromachatbot

orneedstovisitasiteforwhattheyareseeking.AIModevs.GoogleSearch:

TheReferral

GapPercentageofSearchesResultingin

a

Clickto

an

External

Site

GoogleSearchAIModeMay18May25

Jun1

Jun8

Jun15Date(May-June2025)Source

iPullRank

1225%20%15%10%5%0%02Trends

byIndustry:HowSearch

IsChanging

in

KeyVerticals13TrendsbyIndustry:1.

Travel&Tourism2.

Health3.

B2B&Multi-Segment4.

QSR&Restaurant5.

Automotive6.

Commerce※VML

14“MedicalwebsitesneedtoadapttoLLMsand

AIOverviewsbyrethinkingtheircontent,SEO,andtruststrategies.

”—Gail

McFadden,

VML

Health

Search

ExpertHealthImpactSearchers

leverage

LLMs

likeChatGPTandGoogle'sAIOverviewsforawide

range

of

healthconcerns,includingsymptomchecking,understandingdiagnoses,comparing

treatmentoptions,andseekingsecondopinions.Thismeansmedicalwebsites

must

adapttheircontent,SEO,andtruststrategiestoremainvisibleandauthoritative.WhereTo

Focus•

Content,Tech&Analytics:Prioritize

Trust

Signals&

E-E-A-T(experience,

expertise,

authoritativeness,trustworthiness).•

AI-FriendlyContent:ShiftcontentstrategyforAI-generatedsummaries,re-optimizingforAI-fueledsearchbehaviortoaddressnuancedquestionsAIcan'tyet

answer.CreateAI-friendlycontentformatsandenhancetechnicalSEO.•

Monitor&Adapt:UseanalyticsandAImonitoringtodetectqueryvolatilityandAI-

generatedanswershifts.ImpactbyIndustry:AdviceFromOurVertical

Search

Experts“Focusoncreatingunique,experiential,andhighly

specializedtravelcontentthat

AIsummariescannotfullyreplicate.

”—AlyssaMurfey,

VML

TourismSearchExpertImpactTravelersareincreasinglyturningtoAIchatbotsandAIOverviewsfortripplanning,

oftenbypassingtraditionaltravelwebsites.Thisshiftmeanslessclick-throughfrom

Google'sAIandchatbotresultstotraditional"bluelinks."

Furthermore,

lifestyleplatformslikesocialmediaandYouTubeare

becoming

keydiscovery

channels,with

AI-generatedcommentsandfeatureslikeGoogleLens

inShorts

influencingdestinationinspiration.Thismakesthetourismaudience

journeymorecomplex,

requiringbrandstoidentify

newareas

of

influence.WhereTo

Focus•

ContentStrategyEvolution:Optimizetravelcontentnot

justfortraditionalSEO,

butalsoforAIcontextualsummarization.Provideclear,conciseinformation

thatAI

caneasily

process.•

UniqueExperiences:Createuniquevaluewithinyoursiteexperiencesthatencourageuserstoclickthroughformoreengagedexperiencesandqualified

conversions.Tourism15“Leveragedirectchannelsandaudienceinsightstodrivebrandmomentsandweb

experiencesthat‘break’

throughchannelstocreatesearchbuzzandtraffic.

”—AbbyPompilio,

VMLQSRSearchExpertQSRImpactB2BbuyersareincreasinglyrelyingonAI

Overviews

and

chat-basedtools

forvendor

researchandsolutioncomparisons,oftenwithoutvisitingcompanywebsites.Jargon-

heavy

B2Bcopyisbeingreplaced

byAI's

preferencefor

clear

explanations.

Bymid-2025,AIOverviewcoverageforB2Btechqueriesis

projectedto

grow

significantly,

leadingtomorezero-click

behavior.WhereTo

Focus•

High-IntentQueryOptimization:Positionyoursitecontenttobevisible

duringAI-

generatedchatbotandLLMconversationsthatinfluenceB2B

decision

makers.•

AI-RetrievableContent:Createauthoritative,structuredcontenttailored

to

each

keybuyer

segment.•

BrandPresence:Strengthenbrandpresencetowinbranded

and

high-intent

queriesbyinvestinginthought

leadership,

PR,

and

direct

channels.ImpactWhilebrandswithstrongdirectchannelmarketing,loyalty

programs,

and

promotions

mightseelessimmediatetrafficshifts,thosewithoutaclearunderstanding

oftheirbrandecosystemcouldfaceAI-drivensearchresultsprioritizingothersite

information

oreveninaccuratebrand-related

queries.WhereTo

Focus•

OptimizedEcosystem:Evaluatekeybrand

questions

and

optimizetext

and

imagerytosupplytherightinformationforAI

results.•

PaidApplications:LeveragelocalsearchandPerformanceMax

ad

opportunities

forlocalized

audiences.•

DirectChannels:Investineffortswithastrong

cross-channel

connections

across

searchableaudiencemoments.Campaignsshouldcreatestrongbuzz

andvisibility

thatultimatelyliftsdirectchannelengagementand

conversions.B2B&Multi-SegmentImpactbyIndustry:AdviceFromOur

Vertical

Search

Experts

16“Positionyourbrandclearlywithinsolutioncategories

toinfluence

AI-generatedrecommendations.

”—Kristin

Cortner,

VML

B2B

Content

ExpertImpactAI-drivensearchresultsarecreatingnewopportunitiesfor

productdiscovery

across

variousplatforms.Awarenessandconversionmomentsaremorefragmented

than

ever,spanningGoogleShopping,socialcommerce,ownedsites,andthird-partyretailers.Informationthatdrivesbrandawarenessandproduct

decisions

can

be

pulledintoAI-drivensearch,significantlyinfluencingshopper

journeys.WhereTo

Focus•

RetailerandShopperJourneyExpertise:Understandwherecustomerstalk,

think,andsearch.Digdeeperintoproductscenario

relationships

and

paid/organicoptimizationcollaboration.•

VisualSearchOptimization:Prioritizeimageandvideooptimizationacross

owneddigitalandretailerplatformsforbetter

productdiscovery

invisualsearchenvironments.ImpactAIoverviewsarebecomingmoreprevalentfor

knowledge-based

searches

like

vehicle

specsorpricing,especiallyforlong-tail

keywords.This

meansAI

isdirectly

influencing

howconsumersaccessautomotiveinformation.WhereTo

Focus•

VehicleInformationAuthority:Identifyandclearlyanswervehiclequestionswithlessmarketingmessages,providingstraightforwardinformation

ontopics

liketowing,

pricing,andspecs.•

ContentStrategy:Sitecontentstrategiesshouldpropupstrong

indexablecontent

andelements(likeimagery,FAQandcomparison

charts)

for

brandedvehiclesearchesandinformation.“InvestinyourcontentstrategyaroundvehicleURLswithelementslikeFAQ,

imagery,andvideocontentthatcanbescrapedby

AI-generatedsearch.

”

—Laura

Cone,

VML

Automotive

Search

Expert“Prioritizeimageandvideooptimizationacrossowneddigitalandretailer

platformsforbetter

productdiscoveryinvisualsearchenvironments.

”—Keri

Friedman,

VML

Commerce

Search

ExpertImpactbyIndustry:Advice

FromOurVerticalSearch

Experts

17Automotive

Commerce03

Top

TrendsTo

Watch:PreparefortheRestof2025&Beyond18TopSearchTrendsTo

Watch:1.

c

e,

presenting

multi-platform

optimization

opportunities.2.

InternationalandGlobalMarketsPaid,owned,andearnedchannelscontinuetoshiftandblendintheAI-generatedlandscape.LocalsearchtacticswillbridgethegapbetweenAIsearchandbrick-and-mortarbusiness.5.

Commerce

CompetitionCommercesearchplatformscompeteforfragmentedshopperattentionandengagement.※VMLonvergencecgtinue

toonveronCch

resultSearcsendaSocialaSociaLocalizedsearchstrategywillbekeyforinternationaldiscoverability.3.

Paid

Landscape

in

AI

Search4.

Local

Search

and

AI19Social

and

Search

Results

Continue

ToConverge,PresentingMultiplatformOptimizationOpportunities.TheScoopBrand/productdiscoveryisbothmorefragmentedthanever,especially

as

audiencesadoptandleveragesearchacrossplatforms

likesearch

engines

andchatbotsdifferently.Socialmediacontentisshowingmore

inAI-generated

search

resultfeaturesfromsearchandchatbotqueries.Meanwhile,socialplatformsare

rollingoutAIconversationalandcommerceupdates.Eachsocialchannelisatouchpointtoreach

audiences

in

socialfeeds

and

increasingly,anotherassetoptimizationopportunitytoadditionallyindexin

complementaryGoogleandchatbotsearchresults.WhatItMeansforYou•

AudienceandChannelUnderstanding:Notallaudiences

usesearch

and

socialthesame.Knowingwhereyouraudiencessearchandhowthey

engage

withchannelsiskeytocontentplanning

across

channels

and

determininghowtoleveragepaidmedia

and

influencer

applications.•

OpportunityToExpandandExtendSocialContent

Reach:There

issignificantcrossoverwhenoptimizingforsocialsearchandGooglesearch

rootedinaudiencemotivators

and

behavior.•

MultiplatformMindset:Therearehigherexpectationsthanevertounderstandandreachaudienceswithrelevance.Asbrand/productdiscovery

andconversiontouchpointsfragmentacrosschannels,it

iscriticaltoapproachassetsandtopicsinamultiplatformmindset

rooted

in

audience

understandingthatenablescross-channeldiscovery.Sources:Search

Engine

Land,Forbes,

TechCrunch,Social

Media

TodayMajorUpdates:•

YouTubeShorts&GoogleLensSearchFeature:Thefeaturewill

letyousearchfor

more

information

abouttheplacesanditemsyouspotwithinavideo.•

InstagramExpandedGoogleSearchPostIndexing:

Instagram

notified

usersthat

more

public

accountsfromtheplatformwillbeindexedonGoogle

in

new

regions.•

InstagramAIComments:InstagramnowhasAI-drivensearchfeature

inthe

comments

section

that

generatesAI-poweredsearchsummaries.•

XInvestinginGrokAIDespiteControversies:

Elon

Musk

and

hisxAIteam

are

making

a

big

push

to

get

peopleusingitslatestGrokelements,with

itsGrok

“Imagine”

video

generation

option.TheAI

chatplatformhasseencontroversywiththetypeofcontentgeneratedandforexposingusersearches

on

Google.YoungPeopleIncreasingly

UseSocialMedia

&AIChatbotsforInformationSearchWheredoyousearchforinformationonline?Search

EnginesYouTubeAIChatbotsRedditTikTok10%20%30%

40%

50%

60%

70%80%

90%100%

16-27yo

28-39yo40-51yo

52-65yoLocalized

Search

Strategy

Will

Be

Key

forInternationalDiscoverability.TheScoopAnewlayerofcomplexityhas

emerged

in

international

SEO:

howyour

brand

isshown(orcompletelyignored)inAI-poweredsearch

resultsand

generative

AIresponsesacrossdifferentglobal

markets.WhileGoogledoesservemachine-translatedcontentinsome

markets,

Googlemaybypassandtranslatecontentwhenlocalized

pages

aren’t

availableoraren’tproperlyoptimizedforAIvisibility.WhatItMeansforYou•

HyperlocalizedContentStrategy&Creation:Gobeyondsimpletranslation.

Developcontentthatisculturallyrelevant,addresses

local

pain

points,anduseslocalidiomsandsearchterms.Thisincludes

more

localized

content

such

ascountry-specificlandingpages,blog

posts,and

product

descriptions.•

LocalPresence&AuthorityBuilding:Activelybuildand

optimizeyour

local

digitalfootprint.•

ProactiveChannelIntegration&DataHarmonization(Global

&

Local):Ensureallcontentchannels(websites,apps,social

media,

productfeeds,

etc.)

arestructuredandintegratedtoprovideconsistent,

high-quality,andlocalizeddatatosearchenginesand