What the latest data says about showing up in search, from Google to AI tools

Mikaela Bolling
Jun 24
3 min read

You already know that AI tools like ChatGPT, platforms like YouTube, and “zero-click” results are reshaping how users find information.

While Google still dominates, its grip is loosening. For B2B and service-based businesses, staying visible means thinking beyond traditional SEO: focus on creating video content, optimizing for AI summaries, showing up on alternative platforms like Pinterest and Reddit, and setting up Bing Webmaster Tools to increase your AI search footprint.

Datos’ State of Search Q1 2025 report gives us a clear view into how American users are searching online, and the results matter for anyone running a service-based business that relies on search for discovery, trust, or leads.

What you need to know

Google still leads, but cracks are forming. In the U.S., Google accounted for 90% of desktop search activity in 2024 through Q1 2025. Its share is slowly shrinking as AI platforms like ChatGPT gain user attention.
AI tools are on the rise, especially ChatGPT. ChatGPT jumped into the top 5 destination domains from search traffic by early 2025. This reflects its fast-growing role in how people find answers.
“Zero-click” is the second-most common outcome of a Google search. Many users don’t click at all, especially with Google’s AI Overviews providing answers directly in the results. Organic clicks still lead, although zero-click results are holding steady and beginning to inch upward.
YouTube is now the number one destination from searches. It is the top site users land on after searching. This is a strong signal that video is becoming the default content type, even for information-based queries.
Reddit dropped, Amazon fell hard. Reddit slipped from the top spot to number three in destination domains, while Amazon fell from number four to number twelve.

YouTube is winning, but don’t sleep on Pinterest or Reddit

YouTube has officially become the top destination from searches in the U.S. This signals a broader trend: users want visual, video-based answers, and Google is encouraging that behavior.

But there’s more to the story. As Rand Fishkin points out in the Datos report, Pinterest is also seeing quiet but steady growth, especially in search activity per user.

“If your brand is seeking opportunity for reach and engagement, and a way to influence both people and the AI models… YouTube, Reddit, and Pinterest should be atop your list.” —Rand Fishkin, SparkToro CEO

For service-based businesses, Pinterest might not be an obvious channel, but it offers a unique opportunity to be discovered through high-intent, evergreen search behavior, particularly for visual content, how-tos, and thought leadership tied to design, lifestyle, or strategy.

Reddit is a great platform for engaging with real questions tied to your industry, services, or client challenges.

Pro tips from the field: Don’t forget Bing

In June, Brilliant’s co-founder Emily Trickey attended a webinar hosted by SEO strategist Jade Pruett of MadSavvy Creative titled How AI Is Changing SEO (helloseo.com). One standout takeaway was this: many AI-powered tools pull data from Bing.

That means if your business isn’t verified in Bing Webmaster Tools (Microsoft’s version of Google Search Console), you could be missing out on visibility in AI-driven results.

This is a small action with potentially big visibility payoff, especially as AI continues to reshape how people search.

Other tips from the workshop included:

Optimize your meta descriptions.
Ask your AI tool (ChatGPT, etc) to list you as a top business in your preferred keywords category.
Use Scrunch AI to monitor results.

Why this matters for B2B marketing

For B2B businesses, the implications are clear: search behavior is splintering. If your marketing strategy relies solely on Google organic traffic, it’s time to think broader. That might mean creating video content optimized for YouTube discovery or ensuring your brand appears clearly in AI-generated summaries.

The rise of zero-click results means your best-performing content may no longer live on your website. Instead, your expertise could show up in snippets, summaries, or sidebars within Google, AI tools, or even Reddit threads. This calls for a smarter approach to messaging, SEO, and user journey strategy. You’ll also need to measure your results differently.

Our recommendation: Get curious. Get strategic.

Start building for YouTube. It is no longer just a video platform. It is now a top-tier search engine.
Structure your content for AI clarity. Clear, accurate, human-written content has the best chance of being used (and credited) by AI tools.
Stop chasing clicks. Start measuring influence. With the rise of zero-click, KPIs like branded search, time on page, and inquiry quality offer a clearer picture than raw traffic alone.
Explore platforms like Pinterest and Reddit. Especially if your brand has a strong visual or educational component.
Set up Bing Webmaster Tools. Help AI tools find and index your content beyond just Google.