The rise of AI tools like ChatGPT has fueled speculation that Google Search is on the decline, with many claiming they’ve “ditched Google” in favor of AI-generated answers.
But is that really the case?
I recently read a fascinating article by Rand Fishkin at SparkToro, backed by research from Datos (a Semrush company), that tells a different story—one that challenges the narrative of Google’s downfall.
What the Data Actually Says
Fishkin’s analysis digs into two big questions: Are AI tools truly pulling users away from Google? And is Google’s dominance in search fading or stronger than ever?
Here’s the breakdown:
- Google’s Growth – In 2024, Google saw a 21.64% surge in searches, processing over 5 trillion searches—more than 14 billion per day. That’s an incredible feat for a platform over two decades old.
- AI’s Role – ChatGPT leads among AI competitors, handling 1 billion daily messages, but only 30% of those (37.5 million per day) resemble traditional search queries. Other AI tools like Perplexity and Claude are barely a blip in comparison.
- The Search Gap – Google processes 373 times more searches than ChatGPT. Even when you combine all AI tools, they account for less than 2% of the search market.
- Click-Through Rate (CTR) Decline – Google’s AI Overviews have cut organic click-through rates by 70%, meaning users are searching more but clicking less. While this impacts marketers, it also reinforces that people still trust Google for answers.
Google’s not just holding steady—it’s thriving. AI tools are growing, sure, but they’re a speck next to the search giant.
What does this mean for your business?
1. Google Search Should Still Be Your Priority
Google remains the internet’s town square—it’s where people turn for quick answers, broad options, and trusted sources.
AI tools? They’re niche specialty shops—useful but far from replacing search as the go-to discovery tool.
✅ What to do:
- Keep investing in SEO and PPC—Google is still where your audience is.
- Prioritize high-intent keywords like “best [product]” or “[service] near me.”
- Optimize for AI-generated search overviews by providing concise, authoritative answers.
2. AI Tools Are Helpful, But Not for Search Visibility
AI tools like ChatGPT, Perplexity, and Claude are powerful—but not for driving search traffic. They excel at content creation, automation, and customer support, but users don’t turn to them like they do Google for finding businesses or services.
✅ What to do:
- Use AI for efficiency—content ideation, summaries, automation—but don’t expect it to replace SEO or PPC.
- If your audience skews younger or tech-savvy, experiment with AI-driven content formats, but don’t divert major resources from Google yet.
3. Clicks are Down, But Visibility Wins
Google’s AI Overviews mean fewer clicks—but that doesn’t mean fewer eyeballs.
People are still seeing your brand and content, even if they don’t always click through. The key is owning your presence in search results.
✅ What to do:
- Optimize for featured snippets and structured data—this is where Google pulls AI-generated answers from.
- Shift some focus from raw clicks to brand visibility and impressions—these still drive awareness and credibility.
- Double down on high-value content like in-depth guides, research reports, and case studies that AI can’t fully replace.
4. AI Tools Could Become More Important—But Not Yet
While AI’s role in search is growing, it’s still in the early adopter phase.
Businesses that serve mainstream audiences (local services, B2C products, etc.) won’t see major shifts yet—but change is coming.
✅ What to do:
- Allocate a small part of your marketing budget for AI experiments—like interactive tools, AI-generated guides, or sponsored content on AI search engines.
- Monitor engagement—if AI-driven strategies work for your audience, scale up. If not, you haven’t lost much.
5. Follow Your Audience, Not Trends
As Fishkin points out, what matters isn’t where everyone goes—it’s where your customers go. If your audience still uses Google, focus on SEO and paid search. If they’re shifting toward AI-driven tools, adjust accordingly.
✅ What to do:
- Research how your specific audience searches.
- If AI tools become a bigger part of their journey, create content tailored for AI discovery (e.g., detailed comparisons, FAQs, troubleshooting guides).
- Be adaptable. The search landscape is shifting, but data, not hype, should guide your moves.
The Bottom Line
AI tools are growing, but they haven’t dethroned Google—not even close.
The real shift isn’t search volume; it’s how people engage with search results. Businesses that adapt to these changing behaviors—by creating high-value, intent-driven content—will stay ahead.
If you’ve been debating whether to shift focus from Google to AI-driven search, the numbers suggest a more balanced approach.
Keep investing in SEO, monitor how AI evolves, and stay where your audience actually is—not just where the hype is.
