Google is a massive presence on the modern web. They’ve held 90%+ of the global search market share for 15 years. Even the rise of AI tools has

New Research: We analyzed 332 million queries over 21 months to uncover never-before-published data on how people use Google

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2024-12-03 08:30:03

Google is a massive presence on the modern web. They’ve held 90%+ of the global search market share for 15 years. Even the rise of AI tools has been unable to budget that number (so far). They get <9% of all web visits, but send more than 60% of all referring traffic to other sites.

Google is certainly one of the most talked-about, profitable, powerful, and regulatory-resistant companies in the world. But, somehow, in all their years of operation, no one’s attempted to credibly answer key questions about what people use Google to do. Questions like:

Thanks to our partners at Datos (a Semrush company), we’ve got the first-ever high quality answers to all of these, and more.

Datos furnished us with Google search data from a subset of their multi-million person panel: ~130K US devices, mobile and desktop, who were actively using Google for 21 consecutive months: January 2023 – September 2024. For a variety of reasons, Datos limited the queries provided to only those with 100+ Google searches over the 21 month period (though we also have an analysis of all search keywords for a single month below).

The data displayed in this report has been provided by Datos, A Semrush Company. The analysis is based on Datos’s US panel, representing a diverse and statistically significant sample of users, and covers the months of (01/23-09/24). For further information please visit Datos’s website and its Privacy Policy.

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