Questions on Google: What 4th Quarter Results Reveal about SEO and Online Advertising in 2025

Google’s fourth-quarter results have ignited discussions about the evolving landscape of search and online advertising. With shifting user behaviours, changes to Google’s algorithms, and increasing competition, businesses are rethinking their digital marketing strategies. The way users interact with search, particularly how they ask questions on Google, is also evolving as artificial intelligence and social media platforms become more prominent in information discovery.

If you’re keen on improving your search rankings, understanding these key insights will help you develop a better and more effective SEO strategy.

Shifting User Behaviour and Rising Competition

User search habits are shifting away from traditional search engines and migrating toward AI-driven platforms and social media. This transition poses a growing competitive threat to Google’s dominance in both search and advertising.

Significant investments in AI infrastructure by major technology companies indicate a clear change in how people access information. Large Language Models (LLMs) such as ChatGPT, Perplexity, and Google’s own Gemini are rapidly gaining traction, altering how users find answers to their queries.

Furthermore, younger generations are increasingly using platforms such as TikTok and Instagram for search purposes. Visual content and interactive media are becoming preferred sources of information, signalling a decline in traditional keyword-based search behaviours. Studies show that Gen Z and Gen Alpha trust social media influencers and user-generated content more than conventional search results, leading to further shifts in search behaviour.

These behavioural shifts toward social media and AI-based answer engines are significantly reducing reliance on traditional search engines, reshaping the competitive landscape for search marketing. Businesses are now forced to rethink their strategies, focusing on multi-platform engagement and AI-integrated content strategies.

Changes to Google Search

The search giant’s dominance is facing new challenges as fewer users are asking questions on Google these days. Many people turn to alternative platforms for information, shopping, and inspiration. In addition, modifications to Google’s search interface have minimised the necessity for users to click on search results, impacting both advertising and SEO strategies.

One of the most significant changes is Google’s AI Overviews (AIO), which present comprehensive answers directly within search results. While featured snippets had already started reducing website traffic, AIOs take this further by minimising the need for users to visit external websites entirely. This has created frustration among content creators who rely on organic search traffic for visibility and monetisation.

Google’s global search market share has seen unprecedented dips, suggesting increased competition from AI-driven search alternatives. At the same time, concerns are growing over Google’s increasingly cluttered search results, which some argue resemble the overstuffed experiences seen in older search engines. Some experts have compared today’s search experience to the cluttered Yahoo pages of the late ’90s, indicating a shift away from Google’s once-clean interface.

Google is No Longer Immune to Competition

Search advertising is also feeling the impact of these changes. While Google’s revenue growth remains stable, some industry observers question whether this is due to adjusted pricing rather than organic improvements in search ad performance.

Google’s AI-driven search results, answer boxes, and knowledge panels are reducing the need for users to click on ads. This shift suggests that paid search advertising models may need to evolve to remain effective in an AI-driven search landscape. Advertisers are being forced to reconsider their investments in Google Ads as they seek out alternative digital marketing channels such as social media ads, influencer partnerships, and direct customer engagement.

The rise of AI-based search alternatives such as ChatGPT Search, Perplexity AI, and other emerging platforms introduces new challenges for Google. In response, Google is integrating AI into its search experience, but this transformation presents a difficult balancing act—enhancing user experience while maintaining profitability for advertisers and content creators. If Google fails to strike the right balance, we could see a significant decline in traditional search advertising as brands explore more effective engagement strategies elsewhere.

Wider Economic and Advertising Pressures

Beyond competition and search behaviour changes, economic and advertising trends are also affecting Google’s performance. Several factors contribute to shifts in ad spending and buyer behaviour:

1. Budget cuts

Marketing and ad budgets are often the first to be reduced during economic downturns, impacting Google’s advertising revenue. Companies are scrutinising their ad spending more than ever, looking for the best return on investment across multiple channels.

2. Privacy regulations

Changes in browser privacy settings are reducing the effectiveness of targeted advertising. The phasing out of third-party cookies and tighter data privacy laws have made it more difficult for advertisers to track and target consumers with precision.

3. Diversification of ad spending

Platforms such as TikTok, Amazon Ads, and Microsoft Advertising are drawing ad dollars away from Google. Brands are investing more in social commerce and influencer-driven marketing campaigns, recognising that younger demographics engage more with these formats.

4. Changing business sentiment

Many advertisers are reconsidering their reliance on Google due to frequent algorithm changes and disruptions. SEO volatility has created frustration for businesses, prompting them to explore alternative digital marketing strategies that offer greater predictability and control.

Google’s Future: What to Watch in 2025

While Google remains a dominant force, it is no longer untouchable. Key takeaways from these trends include:

• Google’s search ecosystem is under increasing pressure from AI-driven platforms and social media search trends.
• AI-generated search results are disrupting traditional SEO and digital advertising models.
• Google’s cluttered SERPs may be driving users away rather than keeping them engaged.
• The economic climate and evolving privacy regulations are forcing advertisers to rethink their strategies.
• Businesses must adopt a multi-platform approach, diversifying their digital marketing efforts to remain competitive.

For digital marketers, SEO professionals, and advertisers, the message is clear: Adaptation is essential. With the way users are now asking questions on Google, the strategies that worked five years ago may no longer be effective in 2025. 

Therefore, the key to success in this changing landscape is to diversify marketing efforts across multiple platforms, invest in AI-driven search solutions, and stay ahead of shifting user behaviours. Emphasising brand authority, high-quality content, and interactive engagement will also be crucial.

Innovation and Adaptability is Key to SEO Success

As we move deeper into 2025, keeping a close eye on Google’s ongoing changes and emerging competitors will be crucial for businesses looking to maintain their online visibility and advertising effectiveness. Those who embrace innovation and adaptability will be best positioned to thrive in this rapidly evolving digital landscape.

At Springhill Marketing, we can help you navigate these changing search trends and adapt your digital marketing strategy to stay ahead. Whether you’re looking to optimise for AI-driven search, improve your multi-platform engagement, or maximise ad performance, our expert team is here to help. Get in touch today!