New Research: We analyzed 332 million queries over 21 months to uncover Google search insights
Google has been a dominant force on the web for over a decade, maintaining more than 90% of the global search market share. Despite advancements in AI technology, Google's stronghold on the search market remains unchallenged. While Google receives less than 9% of all web visits, it generates over 60% of all referring traffic to other websites. This makes Google one of the most influential and powerful companies worldwide.
Insights from Data Analysis
Thanks to our collaboration with Datos (a Semrush company), we have gained unprecedented access to high-quality Google search data. Datos provided us with search data from approximately 130,000 US devices, both mobile and desktop, actively using Google over a 21-month period from January 2023 to September 2024.
The dataset was limited to queries with more than 100 Google searches during this timeframe. This data sample allowed us to delve into how people utilize Google for their search queries.
The analysis revealed a significant concentration of search volume at the top of the demand curve, with 148 query terms accounting for over 100,000 searches each.
Understanding Search Behavior
Breaking down the study further, we observed that our panel of 130,000 devices collectively made a staggering 331,697,810 searches across 320,775 unique query terms. This equates to an average of 121 searches per searcher per month. When considering the entire spectrum of searches, the average could be closer to 200 searches per searcher per month.
Furthermore, our analysis indicated that Google searchers tend to query fewer branded terms than anticipated, with only about 44% of searches being for branded terms.
Exploring Search Intent
One of the key questions we aimed to answer was the primary intent behind Google searches. Surprisingly, informational queries outweighed navigational, commercial, or transactional queries. This sheds light on the diverse range of topics and interests that drive Google search behavior.
The breakdown of search intent types revealed that navigational searches had a higher query volume compared to the total number of unique query terms.
Revealing Search Trends
Delving into specific industries and sectors, we uncovered that entertainment-focused topics such as actors, movies, television shows, musical artists, and video games constituted a significant portion of Google searches, comprising approximately 25% of the search volume.
For websites looking to monetize their traffic, understanding the distribution of search demand across different sectors can provide valuable insights into the monetization potential of their content.
Our analysis has challenged preconceived notions about Google search behavior and highlighted the dynamic nature of search trends. By leveraging data-driven insights, we can gain a deeper understanding of how people use Google to navigate the web and seek information.
