Zero-Click Searches on the Rise, Organic Clicks Declining: Report

Generative AI tools like ChatGPT are gaining attention, but Google and traditional search engines remain the primary tools users use to discover online content. A new report on desktop search behavior in Q1 2025 from Datos and SparkToro reveals major shifts in click dynamics and how people interact with SERP results.

• In the US, traditional search users (10.55%) vastly outnumber AI tool users (0.55%).
• In the EU and UK, traditional search (10.25%) similarly dominates AI (0.71%).

Why do these changes matter? Despite apocalyptic headlines proclaiming the death of classic search, the data shows the opposite: people haven't abandoned Google or other search engines. Moreover, total search volume continues to grow, although click-through behavior is changing dramatically.

The Big Picture: The Rise of Zero-Click and the Decline of Organic

The most critical trend highlighted by the report is the explosion of zero-click searches—queries where users get answers directly on the SERP without clicking external links. In the US, only 40.3% of Google users clicked organic results in March 2025, down from 44.2% a year earlier. In the EU/UK, the rate is 43.5%, with a similar decline from 2024.

Simultaneously, nearly 60% of Google searches in 2025 end without users leaving the results page. On mobile, the phenomenon is even more pronounced: 77% of searches end without external clicks. The primary drivers are featured snippets, new elements like AI Overview, and the continuous expansion of interactive content directly in SERPs.

Projections indicate that by year-end, over 70% of searches could remain in Google’s ecosystem without generating external traffic. This forces marketers to completely rethink SEO strategies—investing in content adapted to new formats and prioritizing visibility in features like AI Overview or video snippets.

Ongoing changes:

• Zero-click searches grew significantly in March: 27.2% in the US and 26.1% in EU/UK, up from 24%–23% in 2024. Recent data including mobile shows rates approaching 60%.
• Users stay within Google’s ecosystem: 14.3% of Americans click on Google properties (YouTube, Maps, etc.), rising to 12.6% in EU/UK.
• YouTube is the top destination for traffic from classic searches and the second-most-accessed site via AI tools in the US, EU, and UK.

The Central Role of YouTube and the Transformation of SEO Strategy

YouTube is no longer just a supplementary channel—it’s becoming central to online discovery due to its deepening integration into Google’s algorithms. For "how-to" or informational searches, YouTube video results have high chances of maximum visibility. For brands, this means optimizing both web content and videos for full coverage on Google.

For context: Over 2.5 billion monthly users visit YouTube, making it the most impactful platform for video discovery and education. Recent statistics show that more than 70% of these users make purchases after discovering brands on the platform. Thus, YouTube doesn’t just drive traffic—it acts as a conversion engine for awareness, engagement, and sales.

Expert Perspective & Conclusions

Rand Fishkin from SparkToro emphasizes that while AI poses challenges and the press predicts radical shifts, search volume is growing, and Google continues to solidify its dominance. Even though zero-click reduces organic click opportunities, against the backdrop of rising search volumes, websites can remain relevant by intelligently approaching content: video adaptation, direct SERP presence, and optimization for AI features or answer boxes.

The conclusion? AI hasn’t killed traditional search but is fundamentally reshaping it. Opportunities are shifting toward video integration, short formats, and structurally adapted content for SERPs’ new realities.

The full report is available here: State of Search Q1 2025: Behaviors, Trends, and Clicks Across the US & Europe