Top Trending Google Searches 2025?

As of mid-2025, the top trending Google searches continue to reflect a mix of everyday utility, entertainment, and the rapidly evolving digital landscape.

Here’s a general overview of what’s topping the charts globally and in the US:

Globally and in the US, the absolute most searched terms are consistently navigational:

• YouTube: Remains the dominant force, reflecting the massive consumption of video content for entertainment, education, and news.
• Amazon: Still a top search for shopping, product research, and accessing the e-commerce giant.
• Facebook / Instagram / WhatsApp Web / X (formerly Twitter): Social media platforms continue to drive massive search volume as people directly navigate to these sites.
• Google / Gmail / Google Translate: Many people still type “Google” into Google, and direct access to essential Google services like Gmail and Translate remains incredibly popular.

Beyond these perennial giants, key trending categories and specific searches in 2025 include:

• AI and Chatbots:
  • ChatGPT: Continues its meteoric rise, with increasing search volume as people use it for information, content creation, and various tasks. Anticipation for new versions (like GPT-5) also fuels searches.
  • Perplexity / Claude / Gemini: Other AI answer engines are seeing significant growth in searches as users look for alternative information sources beyond traditional Google results.
• Weather and Local Information:
  • “Weather” and “Weather Tomorrow” are consistently high, reflecting a universal need for real-time local information.
  • “Food Near Me,” “Restaurants Near Me,” “Hotels,” and “Maps” are also very popular, indicating a strong trend of local search intent.
• Entertainment and Sports:
  • Major sporting leagues like NBA and NFL (and related searches like “NFL games,” “NFL scores”) remain highly searched.
  • Netflix, Spotify, TikTok: Platforms for streaming and social entertainment are consistently popular.
  • Wordle / Connections: Popular word puzzle games continue to generate significant search interest.
  • Cricbuzz / IPL / Cricket: Especially strong in global searches, reflecting the immense popularity of cricket, particularly in India.
• Tools and Utilities:
  • “Calculator,” “Speed Test,” “Google Docs,” “Canva,” and various translation-related terms are frequently searched, highlighting common digital tasks and needs.
• News and Current Events:
  • General “News” searches remain high. Specific events or political figures (like Donald Trump, especially in the US context) can drive massive spikes in search volume.
  • Searches for specific news outlets (CNN, Fox News, BBC News, Daily Mail) are also common.
• E-commerce and Shopping:
  • Beyond Amazon, other retailers like “Walmart,” “Target,” “Home Depot,” “Shein,” and “Temu” are popular. Searches for specific product categories like “laser hair removal products,” “sunscreen,” “hair drying brush,” and “specialist supplements” also show trending interest.

Key Trends Shaping Search in 2025 (as highlighted by SEO and marketing experts):

• Rise of AI Overviews (AIOs) and Answer Engines: Google is expanding its use of AI-generated summaries directly in search results, leading to more “zero-click searches.” This means users get answers directly from Google’s AI without needing to click on a website.
• Shift to Multi-Touch Search Journeys: Users are often starting their information journey on AI platforms (like ChatGPT), moving to video platforms (YouTube), then community sites (Reddit/Quora), and finally to Google for more specific comparison or purchase decisions.
• Importance of First-Hand Experience (E-E-A-T): Google continues to emphasize content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness, especially to combat the rise of generic AI-generated content. User-generated content on forums like Reddit is gaining prominence for this reason.
• Longer, More Conversational Queries: As users become more comfortable with AI, their search queries are becoming longer and more natural, almost like speaking to a chatbot.
• Community Search: Reddit and other forum-based platforms are increasingly seen as valuable sources of information, leading to a rise in “Reddit” appended to search queries.
• TikTok as a Search Engine: Especially for younger demographics, TikTok is a significant search engine for things like recipes, music, workout routines, and product discovery.

In essence, while the big brand names remain dominant, 2025 is clearly marked by the increasing integration of AI into search, a diversification of where people seek information, and a continued focus on practical, local, and entertainment-driven content.

But What if We Put Aside What Are Essentially Shortcuts to Finding Known Websites and Brands?

Now that’s a much more insightful way to look at it! When we strip away the “shortcuts to known websites and brands” (like typing “YouTube” into Google to get to YouTube, or “Amazon” to shop), we get a much clearer picture of what people are actually trying to discover, learn, or solve through search.

Putting aside those direct navigations, here’s what the top trending Google searches in mid-2025 likely reveal:

Top Trending Google Searches (Excluding Direct Navigational Queries):

1. • Specific AI Models: “ChatGPT new features,” “Gemini advanced prompts,” “Perplexity vs. Google,” “Claude AI updates.”
   • AI Applications: “AI for content creation,” “AI productivity tools,” “AI coding assistants,” “ethical AI development.”
   • Prompt Engineering: “Best prompts for [specific task],” “how to write effective AI prompts.”
   • AI News/Regulations: “AI copyright laws,” “AI safety guidelines,” “latest AI breakthroughs.”
2. Learning & Skill Acquisition:
   • Online Courses/Certifications: “Best online courses [specific skill],” “AI certifications,” “data science bootcamps,” “digital marketing trends 2025.”
   • New Technologies: “How to use quantum computing,” “blockchain applications beyond crypto,” “understanding Web5.”
   • Personal Development: “Mindfulness exercises,” “how to improve focus,” “sleep hacks,” “emotional intelligence training.”
3. Future of Work & Economy:
   • Job Market Trends: “AI impact on jobs,” “remote work opportunities 2025,” “gig economy future,” “reskilling for automation.”
   • Financial Planning: “Inflation forecast 2025,” “best high-yield savings accounts,” “investing in AI stocks,” “crypto regulations UK.”
   • Cost of Living: “Affordable housing solutions,” “cost of living calculator,” “budgeting tips.”
4. Sustainability & Climate Action:
   • Green Technology: “Renewable energy breakthroughs,” “electric vehicle battery tech,” “sustainable fashion brands.”
   • Climate Solutions: “Carbon capture technologies,” “reducing personal carbon footprint,” “circular economy examples.”
   • Eco-Friendly Products: “Best sustainable household products,” “compostable packaging.”
5. Health & Wellness (Proactive & Personalized):
   • Longevity & Biohacking: “NAD+ supplements,” “anti-aging research,” “personalized nutrition plans.”
   • Mental Health: “Stress management techniques,” “burnout prevention strategies,” “therapy online UK.”
   • Fitness & Diet: “Hybrid workout routines,” “plant-based protein sources,” “gut microbiome health.”
   • Wearable Tech: “Smart ring health tracking,” “new fitness wearables.”
6. Local & Experiential (Post-Pandemic Shift):
   • “Things to do near me this weekend [specific city/region]” (e.g., “Things to do near Derby this weekend”).
   • “Best hiking trails UK,” “unique travel destinations 2025.”
   • “Local events calendar,” “community workshops.”
   • “New restaurants [city/town].”
7. Ethical Tech & Privacy:
   • “Data privacy laws 2025,” “how to protect digital identity,” “decentralized internet,” “ad blockers effectiveness.”
   • “Facial recognition ethics,” “deepfake detection tools.”
8. Niche Hobbies & Creator Economy:
   • “Podcasting equipment for beginners,” “how to start a YouTube channel 2025,” “best streaming software.”
   • “DIY smart home projects,” “3D printing ideas,” “digital art tutorials.”

Underlying Themes:

• Proactivity & Self-Improvement: People are actively searching for ways to improve their skills, health, finances, and personal lives.
• Adaptation to Change: The rapid evolution of AI, climate concerns, and economic shifts is driving searches for understanding and adaptation.
• Authenticity & Trust: As AI-generated content proliferates, searches for “real” experiences, expert opinions, and community-driven content are becoming more critical.
• Hyper-Personalization: Searches are increasingly specific to individual needs, locations, and interests.

This filtered view paints a picture of a population deeply engaged with the future, eager to learn, adapt, and navigate an increasingly complex digital and physical world.

What Has AI Taken Over in Terms of Queries?

This is hitting on one of the most significant shifts happening in the digital landscape right now. AI isn’t just a new feature in search; it’s fundamentally changing the nature of queries and how users expect to get answers.

Here’s what AI has “taken over” in terms of queries so far in mid-2025:

1. Complex, Multi-faceted, and Conversational Queries:
   • Before AI: Users would break down complex questions into multiple, shorter, keyword-driven searches (e.g., “best running shoes,” then “Nike running shoes reviews,” then “Nike Air Zoom price”).
   • With AI: Users are now asking much longer, more natural, and conversational questions directly to AI (like Google’s AI Overviews/AI Mode, ChatGPT, Perplexity, Claude, or Copilot).
     • Example: Instead of “vegan restaurants Derby” and then separate searches for “open late” and “outdoor seating,” users now ask: “Suggest vegan restaurants in Derby that are open late and have outdoor seating, suitable for a group of 6 on a Friday evening.”
     • Comparisons: “Compare the pros and cons of solar panels vs. wind turbines for a home in a moderately windy climate.”
     • Ideation & Brainstorming: “Give me ideas for a 40th birthday party theme for someone who loves sci-fi and retro gaming.”
2. Informational & Explanatory Queries (especially “Zero-Click” answers):
   • Before AI: Users clicked through to articles to get definitions, explanations, or step-by-step guides.
   • With AI: For a significant portion of informational queries, users now receive a synthesized answer directly in the search results (e.g., Google’s AI Overviews) or from an AI chatbot.
     • Examples: “What is quantum entanglement?”, “How does photosynthesis work?”, “Explain blockchain technology simply.”
     • “How-to” guides (basic): “How to tie a tie,” “how to unblock a sink.” While complex DIY might still require clicks, simple instructions are often AI-summarized.
   • Impact: This leads to “zero-click searches” where the user’s query is satisfied by the AI-generated answer, reducing traffic to traditional websites for these types of queries.
3. Summarization & Synthesis of Information:
   • Before AI: Users had to open multiple tabs and read through various sources to get a comprehensive overview of a topic.
   • With AI: AI can quickly summarize lengthy articles, reports, or multiple web pages, providing a distilled version of information.
     • Examples: “Summarize the key findings of the latest climate change report,” “Give me a brief overview of the history of AI.”
4. Research & Report Generation (Initial Stages):
   • Before AI: Initial research involved extensive manual searching and collation of links.
   • With AI: AI tools are increasingly used to kickstart research by generating initial drafts of reports, gathering facts, or outlining arguments, often with citations to sources (though human verification is still crucial). Google’s “Deep Search” in AI Mode is specifically designed for this.
5. Personalized Recommendations & Intent Prediction:
   • Before AI: Personalization was based largely on search history and cookies.
   • With AI: AI systems are getting much better at understanding user intent, context (like location, time of day, past interactions across Google apps if opted-in), and preferences to deliver more tailored results, even for complex needs.
     • Examples: “Suggest a laptop for graphic design under 1500 with good battery life,” “Plan a 3-day itinerary for a family trip to Edinburgh interested in history and local food.”
6. Quick Facts & Data Retrieval (with caveats):
   • Before AI: Simple factual questions (e.g., “population of France”) were answered by featured snippets or Knowledge Panel.
   • With AI: AI extends this to more nuanced factual queries, often providing a direct answer without needing a click. However, for highly current, nuanced, or potentially controversial facts, users still often seek out primary sources.

What AI is not fully taking over (yet), and where traditional search still thrives:

• Navigational Queries: As we discussed, direct searches for brands or websites (“YouTube,” “Amazon”).
• Highly Visual/Experiential Queries: While AI can describe, users still prefer to see images or videos for things like “beautiful beaches in Cornwall” or “how to bake sourdough bread” (visual tutorials).
• Troubleshooting Complex Problems: For deep technical issues or medical diagnoses, users generally prefer a human expert or highly specialized, detailed articles from authoritative sources.
• Real-time, Breaking News (immediately as it happens): While AI can summarize news, for just breaking updates, users often go directly to news outlets or social media.
• Shopping (final purchase decisions): While AI can aid discovery and comparison, the final purchase act still typically involves visiting an e-commerce site directly.
• Local Services (final booking/contact): While AI can suggest, the actual act of booking a table or calling a plumber still goes to the specific business’s site or phone number.
• Queries Requiring Very High Trust & Verification: Health, legal, financial advice – users often seek out content directly from certified professionals or authoritative organizations, even if AI summarizes.

In essence, AI is transforming search from a “list of links” to an “answer engine” and a “conversational assistant.” It’s taking over the initial information gathering, synthesis, and even some decision-making steps, meaning users are spending less time clicking around for simple answers and more time engaging with AI for deeper, more complex inquiries.

After All, Now Gemini Can Search It Can Do Anything Google Search Can, Can’t It?

It is absolutely right to challenge the idea that “Gemini can do anything Google Search can” just because it can now search. While Gemini (and other advanced AI models integrated with search) has dramatically expanded what’s possible, there are still crucial distinctions and areas where traditional Google Search (the familiar list of links) retains unique strengths.

It’s more accurate to say that Gemini and AI-powered search complement and transform traditional Google Search, rather than completely taking it over.

Here’s a breakdown of what AI (like Gemini) has “taken over” in terms of queries, and where the distinctions still lie:

What AI/Gemini Has Largely “Taken Over” or Significantly Enhanced:

1. Complex, Multi-turn, and Conversational Queries:
   • Old Way: Users had to break down complex questions into multiple, simple keyword searches, trying to piece together the answer from various links.
   • AI Way: Users can now ask long, nuanced questions, have a back-and-forth conversation, and refine their query based on previous responses. Gemini excels at understanding context across multiple turns.
   • Example: “What’s the best route from Derby to Snowdonia for a scenic drive, avoiding motorways, and where can I find a good pub lunch along the way that’s dog-friendly?”
2. Summarization and Synthesis of Information:
   • Old Way: Read multiple articles, identify key points, and manually synthesize them.
   • AI Way: Gemini can process hundreds of web pages (via features like “Deep Research” in Gemini Advanced), pull out the most relevant information, and present it as a concise summary or report, often with citations.
   • Example: “Give me a summary of the latest research on sustainable urban planning trends, highlighting key challenges and innovative solutions.”
3. Ideation and Brainstorming:
   • Old Way: Search for “ideas for X,” then scroll through lists.
   • AI Way: Gemini can act as a brainstorming partner, generating creative ideas, outlines, and different perspectives based on your prompt.
   • Example: “Generate 10 unique marketing slogans for a new eco-friendly coffee shop focusing on local produce.”
4. Generative Tasks (Drafting, Writing, Coding):
   • Old Way: Search for templates, examples, or specific syntax, then manually write.
   • AI Way: Gemini can directly generate drafts of emails, essays, code snippets, social media posts, and more, significantly speeding up content creation.
   • Example: “Write a polite email to a client requesting more details about their project requirements, emphasizing our commitment to delivery.”
5. Information Retrieval Requiring Immediate Answers (Zero-Click):
   • Old Way: Click through to a site to find a fact or definition.
   • AI Way: For many queries, Google’s AI Overviews (powered by Gemini) provide a direct, synthesized answer at the top of the search results, negating the need to click.
   • Example: “What is the capital of Mongolia?”, “What’s the chemical formula for water?”
6. Multimodal Queries (increasingly):
   • Old Way: Primarily text-based search. Image and voice search were separate, often less sophisticated.
   • AI Way: Gemini is inherently multimodal. You can upload an image and ask questions about it (“What is this plant?”), use voice commands, or even show a live video (Google Lens integration) to ask for troubleshooting help.
   • Example: “Identify this bird from the photo I uploaded,” or “What’s wrong with this car engine noise?” (from a video).

Where Traditional Google Search (the list of links) Still Holds its Own and Remains Crucial:

1. Direct Navigation to Specific Websites/Brands: As discussed, if you want to go to YouTube, you type “YouTube.” You don’t need an AI summary for that.
2. Authoritative Sourcing and Deep Dives: For critical information (medical, legal, financial advice), users often prefer to see a list of reputable sources and dive into the original content. AI summaries, while convenient, can sometimes hallucinate or present information with a false sense of certainty. Many users still want to check the source directly.
3. Discovering Diverse Perspectives: AI aims for a synthesized “best” answer. Traditional search, with its list of links, inherently offers a broader range of opinions, biases, and approaches to a topic. This is vital for nuanced or controversial subjects.
4. “Serendipitous Discovery”: Sometimes you click on a link in traditional search, and it leads you down a rabbit hole of interesting, related content you weren’t explicitly looking for. AI, while powerful, is generally more focused on answering your direct query, potentially limiting this kind of tangential discovery.
5. Monetization for Publishers: AI Overviews reduce clicks to websites. This is a major concern for publishers and content creators who rely on ad revenue and direct traffic. Traditional search still drives this traffic.
6. Very Niche or Obscure Information: While AI’s training data is vast, for extremely niche or newly emerging topics, traditional search might still be better at surfacing a new blog post or forum discussion that hasn’t been fully ingested or prioritized by AI models yet.
7. Troubleshooting (Advanced/Specific): For very specific technical issues, often a forum thread or a detailed blog post from an expert with comments and real-world solutions is still more valuable than an AI’s generic advice.

In essence, AI (like Gemini) is rapidly becoming the go-to for getting answers, generating content, and starting research. Traditional Google Search remains critical for finding specific destinations, validating sources, exploring diverse viewpoints, and supporting the broader web ecosystem. They are evolving together, with AI taking on more of the “answer engine” role, while traditional links continue to serve as the gateway to the vast, diverse, and often unique content of the open web.

But is AI Can Do It Anyway, Why Keep Google Search?

This is right at the centre of the tension shaping the future of search and the internet itself. If AI like Gemini can synthesize answers directly, why would Google, or users, or publishers, want to keep the “list of blue links” Google Search?

The answer is complex, but it boils down to trust, nuance, control, and the fundamental economics of the web.

Here’s why traditional Google Search isn’t going away, even with powerful AI:

1. AI Hallucinations and Accuracy (The Trust Factor):
   • The Problem: AI models, while incredibly sophisticated, can and do “hallucinate” – meaning they generate plausible-sounding but factually incorrect information. Examples of AI Overviews giving absurd or dangerous advice (like putting glue on pizza) have already circulated.
   • Why it Matters: For critical queries (health, finance, legal, complex technical troubleshooting, current events), users need to verify information. A list of links allows them to cross-reference multiple sources, assess authority, and form their own informed opinion. An AI summary, even with citations, often lacks the transparency and depth needed for high-stakes information.
   • User Preference: Many users prefer to see the sources and make their own judgment, especially when the information directly impacts their lives or decisions. Google has even released a “Web” filter to allow users to see just links, indicating a user demand for it.
2. Attribution, Transparency, and Nuance:
   • The Problem: AI summaries often strip away context, authorial voice, and the specific arguments made in the original content. They can also misattribute or fail to attribute sources adequately, especially for complex or long-form content.
   • Why it Matters: For in-depth research, understanding different perspectives, or appreciating the specific contribution of a journalist or researcher, you need to go to the source. An AI summary cannot convey the full nuance, methodology, or original intent of a piece of content.
   • Avoiding Bias: Relying on a single AI-synthesized answer risks reinforcing biases inherent in the training data or the AI’s interpretation. A list of diverse sources helps mitigate this.
3. The Economics of the Web: Publishers and Content Creators:
   • The Problem: If AI provides the answer directly, users don’t click on websites. Websites (news organizations, blogs, e-commerce sites, forums) rely on traffic for ad revenue, subscriptions, and direct sales. If traffic dries up, the creators of the content that AI is summarizing will cease to exist.
   • Why it Matters: Google’s AI models are trained on the vast amount of content created by publishers and individuals across the internet. If those content creators can’t monetize their work, the quality and quantity of information available for AI to train on will eventually degrade. It’s a symbiotic, albeit currently strained, relationship.
   • Google’s Dilemma: Google needs a healthy web to remain the dominant search engine. If it kills off the content creators that feed its AI, it loses its core strength.
4. Navigational and Transactional Queries:
   • Still Dominant: As we discussed, a huge portion of searches are still navigational (“YouTube,” “Amazon”) or transactional (“buy [product name]”). For these, a direct link to the site is the most efficient solution, not an AI summary.
   • User Intent: If a user wants to buy a specific item, they want to go to the product page on a retail site, not read an AI summary of product reviews.
5. Serendipity and Exploration:
   • The “Rabbit Hole”: Traditional search allows for serendipitous discovery. You might click on a seemingly irrelevant link that leads you to a fascinating new topic or a website you never knew existed. AI is generally more focused on delivering a direct answer to your specific query, which can limit this kind of open-ended exploration.
6. Human Connection and Community:
   • For forums, social media, and community-driven content (e.g., Reddit, Stack Exchange), users aren’t just looking for an answer; they’re looking for shared experiences, discussions, and the wisdom of crowds. AI can summarize these, but it can’t replicate the community interaction.

In essence, while AI is undoubtedly a powerful evolution of search that can handle many queries with impressive efficiency, it has fundamental limitations related to trust, transparency, and the economic sustainability of the open web. Google’s strategy is to integrate AI into search (like AI Overviews) but also to retain the “Web” filter and continue to rank traditional links, recognizing that both serve distinct and vital user needs, and that the latter is essential for the internet’s continued existence as a vibrant information source.

Google Are Ensuring this By Putting Gemini Responses Top on SERPs

This pinpoints the exact strategy Google is employing to push its AI capabilities: putting Gemini-powered responses (specifically “AI Overviews” and “AI Mode” where available) prominently at the top of the Search Engine Results Pages (SERPs).

This is indeed how Google is trying to ensure that its AI gets adopted and used, even if it means disrupting the traditional organic search landscape.

Here’s a breakdown of what that means:

• AI Overviews (AIOs) as the New “Featured Snippet” on Steroids:
  • Previously, Featured Snippets would pull a concise answer from one source.
  • AI Overviews, powered by Gemini, synthesize information from multiple sources and present a more comprehensive, often paragraph-long, summary directly at the very top of the SERP, above all traditional organic results and sometimes even above paid ads.
  • They are designed to be “zero-click” answers for many informational queries, meaning the user gets their answer without needing to visit a website.
• Impact on Organic Search:
  • Reduced Clicks: Studies (like those from Ahrefs and Amsive you cited in our previous conversation) are already showing a significant drop in click-through rates (CTR) for traditional organic results when an AI Overview is present. Some reports indicate drops of 30-60% for top-ranking organic links in these scenarios.
  • Visibility Shift: AI Overviews push the traditional “10 blue links” much further down the page, often below the fold, reducing their immediate visibility.
  • Focus on Informational Queries: AIOs are most frequently triggered for informational and “how-to” queries, which historically drove a lot of organic traffic to blogs, news sites, and educational resources. These are the content types most at risk of traffic loss.
  • Branded vs. Non-Branded: Non-branded, informational queries are seeing the biggest hit, while branded queries (where users are looking for a specific company or product) are less likely to trigger an AIO, or may even see a slight increase in CTR if the brand is featured in the AIO itself.
• Google’s Justification and Strategy:
  • Enhanced User Experience: Google argues that AI Overviews provide quicker, more comprehensive answers, leading to higher user satisfaction. They aim to make search more efficient and conversational.
  • “High-Quality Clicks”: Google claims that clicks from AI Overviews lead to higher-quality traffic because the user is already more informed. However, external studies often contradict this, showing overall click declines.
  • Evolving Monetization: Google is experimenting with ads within AI Overviews. While organic traffic may decrease for some publishers, Google is likely looking at new ways to monetize these AI-powered results, and publishers might eventually have to pay to be featured prominently or advertise within them.
  • Control over the Search Experience: By putting AI front and center, Google maintains control over the initial user experience and shapes how information is consumed, reducing reliance on direct website visits for many types of queries.
• The Publisher Dilemma and Google’s “Balance”:
  • Publishers are rightly concerned about the “cannibalization” of their traffic, as their content is being used to train and power AI Overviews, yet they receive fewer direct clicks.
  • Google continuously states its commitment to “sending valuable traffic to publishers and creators” and is “evolving” how links appear within AIOs (they are generally clickable and cited). However, the overall trend observed by SEOs is a net decrease in organic clicks for many query types.
  • This forces publishers to adapt their SEO strategies – focusing on creating content that’s harder for AI to fully synthesize (e.g., original research, unique perspectives, multimedia, first-hand experience), and optimizing for “AI-resistant” queries.

Google is ensuring the prominence of Gemini by placing its AI-generated responses (AI Overviews) at the pinnacle of the SERP, fundamentally altering how users interact with search results and significantly impacting the organic traffic landscape. This is a deliberate strategic move to shift how people use Google.

It is Also Insurance- Who Else Could Afford to Make an LLM that Fast?

This does appear to be Google’s overarching strategy: AI, specifically Gemini, is Google’s “insurance policy” for maintaining its dominance in the future of information access.

It’s not about an insurance company, but about Google insuring its own market position against existential threats.

Here’s why Gemini and Google’s aggressive AI integration are precisely this kind of “insurance”:

1. Defense Against AI-First Competitors (The ChatGPT/Perplexity Threat):
   • The Challenge: When ChatGPT launched, it showed that users were willing to go to a non-Google platform for answers, especially for complex or generative queries. Perplexity further demonstrated the power of an “answer engine” that cites sources clearly. This was a direct threat to Google’s core search business.
   • Google’s Response: Gemini was developed to be Google’s answer. By integrating powerful LLMs directly into Search (AI Overviews, AI Mode), Google aims to provide those direct, synthesized answers within its own ecosystem. This prevents users from leaving Google to find the information elsewhere. It’s about keeping users on Google.com (or the Google app) for all their information needs, no matter how complex or conversational.
2. Adapting to Evolving User Behavior:
   • The Shift: Users are increasingly accustomed to conversational interfaces and expect AI-powered assistance. They want answers, not just links.
   • Google’s Adaptation: By putting Gemini responses top, Google is actively shaping and catering to this evolving user behavior. It’s adapting its product to match user expectations for direct answers and interactive experiences, rather than being left behind. If users want AI answers, Google will provide them, ensuring it remains the first port of call.
3. Future-Proofing Monetization:
   • The Dilemma: If AI Overviews reduce clicks to traditional websites, it could erode Google’s primary ad revenue model (which is based on clicks to ads or organic results that lead to conversions).
   • The “Insurance” Aspect:
     • New Ad Formats: Google is already experimenting with ads within AI Overviews. This ensures a new monetization stream for the AI-powered search experience.
     • Premium AI Services: They are pushing services like Gemini Advanced (often bundled with Google One) as a subscription. This diversifies their revenue beyond just ads.
     • Ecosystem Lock-in: By deeply integrating Gemini across Search, Workspace, Android, and Cloud, Google strengthens its entire ecosystem. The more users rely on Gemini for various tasks within Google’s products, the stickier the ecosystem becomes, which ultimately benefits all their revenue streams.
4. Leveraging Existing Data and Infrastructure:
   • Unique Advantage: Google has an unparalleled amount of search data and vast computing infrastructure (TPUs, data centers). This is a massive competitive advantage in training and deploying LLMs quickly and at scale.
   • The “Insurance” Payoff: Their decades of investment in search technology and data collection are now paying dividends in the AI race. No other company has the sheer volume of search data to train models as effectively for search-specific tasks.
5. Maintaining Default Placements (Antitrust Context):
   • The ongoing antitrust cases against Google often focus on its default search engine deals (e.g., with Apple, browser integrations).
   • By making Google Search (now infused with Gemini) the most advanced and helpful search experience, Google strengthens its argument that it’s the best option, not just the default. This is a softer, but equally powerful, form of “insurance” against regulatory pressures.

This probably is absolutely right. Google’s massive investment in Gemini, and its prominent placement in search results, is Google’s strategic move to protect its dominant position in the global information landscape. It’s an aggressive and necessary “insurance policy” to ensure its long-term supremacy in an AI-first world.

So, ignoring shortcuts to big brands and taking Gemini and Google Search into account, what are the top 10 queries for 2025 so far?

OK, looking for the queries that truly reflect user intent and the impact of AI, beyond simply navigating to a familiar site. This is where Google Search, powered by Gemini and AI Overviews, is really seeing shifts.

Based on current trends and the impact of AI in mid-2025, here are the top 10 categories of queries (excluding direct navigations to big brands/people) that are most prominent:

1. Complex “How-To” & Problem-Solving Queries:
   • Examples: “How to fix [specific tech issue] in Windows 12,” “best way to remove [unusual stain] from carpet,” “DIY steps for [home improvement task] without professional help.”
   • AI Impact: Gemini can synthesize step-by-step instructions, troubleshoot scenarios, and offer multiple solutions, often pulling information from various forums, blogs, and official guides into a cohesive answer. AI Overviews are highly triggered by these.
2. Comparative Analysis & Recommendations (Product/Service/Concept):
   • Examples: “Compare [two software tools] for small business,” “pros and cons of [new medical treatment] vs. traditional therapy,” “best AI art generator for beginners,” “which smart home ecosystem is right for me?”
   • AI Impact: Gemini excels at synthesizing comparisons, listing features, and summarizing reviews from across the web, often providing a direct, structured comparison table or nuanced recommendation.
3. Generative & Creative Prompts:
   • Examples: “Write a short story about [specific theme] in the style of [author],” “give me ideas for a unique [event] invitation message,” “generate python code for [specific function] with error handling,” “brainstorm names for a [type of business].”
   • AI Impact: Users are increasingly using Google Search’s AI capabilities (or going directly to AI chatbots) to kickstart creative projects or generate initial drafts, then refining them.
4. In-depth Explanations & Conceptual Understanding:
   • Examples: “Explain the theory of [complex scientific concept] simply,” “what is the difference between [two similar economic terms],” “how does [new technology] actually work at a fundamental level?”
   • AI Impact: Gemini can break down complex topics, clarify jargon, and provide multi-paragraph explanations that go beyond a simple definition, often referencing multiple sources.
5. Personalized Planning & Itineraries:
   • Examples: “Plan a 5-day vegan meal prep for weight loss,” “suggest a weekend itinerary for [city] focused on art and history,” “create a workout plan for marathon training for a beginner.”
   • AI Impact: Users leverage AI to generate customized plans based on their specific criteria, dietary needs, interests, or fitness levels.
6. “Best of” Lists & Curated Collections (Beyond simple product searches):
   • Examples: “Best independent coffee shops in Derby,” “top sustainable travel destinations for 2025,” “most impactful books on [specific topic] released recently,” “best non-fiction podcasts about AI.”
   • AI Impact: While still leading to clicks, AI Overviews can quickly compile curated lists based on synthesized reviews and expert opinions, influencing initial choices.
7. Data Retrieval & Quick Facts (Contextualized):
   • Examples: “What are the latest statistics on global renewable energy adoption?”, “how many people live in [specific country] and what is their average income?”, “current market trends for [specific commodity].”
   • AI Impact: AI provides immediate, summarized data points, often presenting them in a more digestible format (e.g., a mini-table or bullet points) than searching through a full report.
8. Local Services & Recommendations (with qualifiers):
   • Examples: “Highly-rated plumbers near me available this weekend,” “restaurants in [Derby] with outdoor seating and live music,” “doctors specializing in [condition] accepting new patients.”
   • AI Impact: AI can filter and present local businesses based on more specific criteria than traditional map searches, often synthesizing reviews and availability if connected to other APIs.
9. Current Event Analysis & Impact:
   • Examples: “What are the economic implications of the recent [global event]?”, “how is [new legislation] affecting small businesses?”, “expert opinions on [political development].”
   • AI Impact: Gemini can quickly summarize diverse news perspectives and provide contextual analysis of current events, linking to various news sources for deeper dives.
10. Ethical & Societal Implications of Technology:
    • Examples: “Ethical concerns of deepfake technology,” “AI’s impact on human creativity,” “privacy implications of biometric data,” “how to ensure responsible AI development.”
    • AI Impact: As AI becomes more pervasive, users are naturally turning to AI-powered search to understand its broader implications, seeking balanced summaries of complex ethical debates.

These queries reflect a shift from “finding a specific page” to “getting a direct, synthesized answer” or “generating new content/ideas,” which is precisely where Google is pushing its AI capabilities to the forefront.

Rank	Query Type/Theme	Example Query
1		“ChatGPT [newest version] features”
2		“Gemini advanced prompts”
3		“Perplexity AI vs [other AI]”
4		“Claude AI capabilities”
5		“How to use AI for [specific task]”
6		“AI art generator best”
7		“AI video generator reviews”
8		“Ethical implications of AI”
9		“AI jobs future”
10		“Responsible AI development”
11		“Prompt engineering best practices”
12		“AI legislation UK”
13		“Autonomous AI agents explained”
14		“On-device AI benefits”
15		“AI in cybersecurity”
16		“Generative AI trends 2025”
17		“What is multimodal AI?”
18		“AI for data analysis”
19		“AI in healthcare breakthroughs”
20		“Impact of AI on [industry]”
21	Information, Learning & Skill Development	“How does [complex concept] work simply”
22	Information, Learning & Skill Development	“Best online courses for [skill]”
23	Information, Learning & Skill Development	“Explain [technical term] in layman’s terms”
24	Information, Learning & Skill Development	“Learn [new programming language] for beginners”
25	Information, Learning & Skill Development	“Digital marketing trends 2025”
26	Information, Learning & Skill Development	“Financial literacy tips for beginners”
27	Information, Learning & Skill Development	“Sustainable energy sources explained”
28	Information, Learning & Skill Development	“Climate change impact on [region/industry]”
29	Information, Learning & Skill Development	“How to start a [type of business] in 2025”
30	Information, Learning & Skill Development	“Latest scientific discoveries in [field]”
31	Health & Wellness	“Best [type of exercise] routine for [goal]”
32	Health & Wellness	“Healthy [recipe type] ideas”
33	Health & Wellness	“Mental health resources near me”
34	Health & Wellness	“Stress relief techniques”
35	Health & Wellness	“Benefits of [specific supplement]”
36	Health & Wellness	“Sleep quality improvement tips”
37	Health & Wellness	“Gut health diet plan”
38	Health & Wellness	“Wearable tech for fitness reviews”
39	Health & Wellness	“Personalized nutrition advice”
40	Health & Wellness	“Anti-aging research breakthroughs”
41	Local & Experiential	“Things to do in [Derby/specific city] this weekend”
42	Local & Experiential	“Best [type of restaurant] in [Derby/specific area] with [specific feature]”
43	Local & Experiential	“Local events calendar [Derby/specific city]”
44	Local & Experiential	“Hidden gems [near Derby/specific location]”
45	Local & Experiential	“Dog-friendly pubs near me [Derby/specific area]”
46	Local & Experiential	“Hiking trails [near Derby/specific area] moderate difficulty”
47	Local & Experiential	“Coffee shops with Wi-Fi [near Derby/specific area]”
48	Local & Experiential	“New shops/businesses opening in [Derby/specific area]”
49	Local & Experiential	“Live music venues [Derby/specific area]”
50	Local & Experiential	“Farmers markets [Derby/specific area] schedule”
51	Consumer Goods & Trends	“Best [product category] 2025 reviews”
52	Consumer Goods & Trends	“Compare [Product A] vs [Product B]”
53	Consumer Goods & Trends	“Sustainable [product type] brands”
54	Consumer Goods & Trends	“Eco-friendly home products”
55	Consumer Goods & Trends	“Smart home devices compatible with [system]”
56	Consumer Goods & Trends	“Budget [product type] recommendations”
57	Consumer Goods & Trends	“How to choose the right [appliance]”
58	Consumer Goods & Trends	“Top 10 [toy category] for [age group]”
59	Consumer Goods & Trends	“Wireless [device] comparison”
60	Consumer Goods & Trends	“Reviews of [new phone model]”
61	Financial & Economic Insights	“Interest rates UK 2025 forecast”
62	Financial & Economic Insights	“Best ISAs UK 2025”
63	Financial & Economic Insights	“Inflation outlook UK 2025”
64	Financial & Economic Insights	“Investing in [new industry/tech] explained”
65	Financial & Economic Insights	“Mortgage rates forecast UK”
66	Financial & Economic Insights	“Cost of living crisis solutions”
67	Financial & Economic Insights	“How to save money on [utility/expense]”
68	Financial & Economic Insights	“Cryptocurrency regulation news”
69	Financial & Economic Insights	“Side hustles for extra income 2025”
70	Financial & Economic Insights	“Debt management strategies UK”
71	Pop Culture, Entertainment & General Information	“New [movie genre] releases 2025”
72	Pop Culture, Entertainment & General Information	“TV series to watch 2025”
73	Pop Culture, Entertainment & General Information	“Book recommendations [genre] 2025”
74	Pop Culture, Entertainment & General Information	“How to get tickets for [major event]”
75	Pop Culture, Entertainment & General Information	“Latest music chart UK”
76	Pop Culture, Entertainment & General Information	“Wordle archive”
77	Pop Culture, Entertainment & General Information	“Connections puzzle today”
78	Pop Culture, Entertainment & General Information	“Best podcasts for [topic]”
79	Pop Culture, Entertainment & General Information	“What’s streaming on [platform] this month”
80	Pop Culture, Entertainment & General Information	“Celebrity news [specific name] latest”
81	Career & Professional Development	“Job market trends 2025”
82	Career & Professional Development	“Interview tips for [industry]”
83	Career & Professional Development	“How to write a modern CV”
84	Career & Professional Development	“Skills in demand 2025”
85	Career & Professional Development	“Remote work opportunities UK”
86	Career & Professional Development	“Career change advice at 40”
87	Career & Professional Development	“Networking tips for professionals”
88	Career & Professional Development	“Leadership training courses”
89	Career & Professional Development	“Work-life balance strategies”
90	Career & Professional Development	“Professional certification options”
91	Miscellaneous & Emerging	“Best free VPN 2025”
92	Miscellaneous & Emerging	“Cybersecurity tips for home users”
93	Miscellaneous & Emerging	“How to make [specific DIY craft]”
94	Miscellaneous & Emerging	“Home energy saving tips”
95	Miscellaneous & Emerging	“Gardening tips for beginners UK”
96	Miscellaneous & Emerging	“Pet care advice [specific animal]”
97	Miscellaneous & Emerging	“How to start composting”
98	Miscellaneous & Emerging	“Public transport routes [Derby/specific area]”
99	Miscellaneous & Emerging	“Best mobile games 2025”
100	Miscellaneous & Emerging	“Recipe for [specific dish] authentic”