For the first time in 20 years, Google’s search traffic on iPhones has dropped. The revelation came from Eddy Cue, Apple’s SVP of Services, during a federal antitrust hearing—and it hit hard. Alphabet’s stock lost over $150 billion in market value in a single day. Cue also confirmed that Apple is exploring search alternatives to Google, citing tools like ChatGPT and Perplexity, which he said are already changing user behavior. “That’s never happened in two decades,” he noted about the traffic drop—pinning it on the rise of generative AI tools.
Does this mean Google’s dominance is crumbling? Not quite. But the rules of the game are shifting. Search is evolving—and so is SEO. It's not being replaced, but extended. So how should marketers navigate this shift, and what does the future of SEO really look like?
For over two decades, Google has ruled the online search space with an iron grip. But 2025 marks a subtle yet symbolic shift: for the first time in over ten years, Google’s global search market share has dipped below 90%. While still dominant, the cracks are showing—and they’re no longer just hypothetical.
Let’s not jump the gun, though. Google isn’t falling. It’s evolving—rapidly. At the heart of this transformation lies generative AI. As Google integrates AI Overviews into the search experience (already visible in Belgium, for english-driven queries), we’re not witnessing the death of SEO, but its rebirth—richer, more complex, and more exciting than ever.
In April 2025, Google still commands nearly 89% of the global search market, but that’s a noticeable drop from the 92–94% it held in recent years. On desktop, Google’s share has fallen to 78.8%, while on mobile, the grip remains firmer. But the trend is clear: diversification is underway.
Why the shift?
Still, we must keep perspective. A 1–2% drop in such a massive market is not a revolution. For most brands, Google remains the main gateway to organic traffic. But the ground is shifting—and that matters.
Rather than defend the status quo, Google is reinventing search. Its most visible move? The integration of generative AI, particularly via AI Overviews—concise, conversational answers pulled from multiple sources.
This shift has profound implications:
Google’s AI now answers many questions directly. Users get what they need without clicking through to websites. Brands must now optimize not just for visibility, but for inclusion within AI-generated content.
Generative AI rewards clear, well-structured content that demonstrates expertise. The E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) is no longer optional—it’s foundational.
Natural, long-form queries are exploding. Google is adapting, but so are users—and so must we. Think less in terms of keywords, and more in terms of intent and context.
New players like Perplexity, ChatGPT Search, and Bing AI are reshaping how people access information. Their interfaces are conversational. Their results are often cited, personalized, and multi-modal (text, voice, links, etc.).
Their market share? Still small.
Their influence? Rapidly growing—especially among digital natives and for complex or research-based queries.
SEO isn’t dying—it’s expanding. The search landscape is more fragmented, complex, and opportunity-rich than ever.
Don’t rely solely on Google. Explore, test, and optimize for Bing, ChatGPT, Perplexity, and social search platforms.
Use schema markup, build expert guides, answer real questions. Structured content is easier for AI to process—and cite.
E-E-A-T isn’t just a Google concept. It’s becoming the default for AI systems trained to prioritize credible, expert voices.
Fast, mobile-first, accessible content remains key. But so do relevance, context, and freshness.
Think in terms of real questions your users ask. Optimize for how people speak, not just how they search.
The slight erosion of Google's dominance signals the dawn of a more diverse and dynamic search ecosystem. For brands and SEO professionals, this is not a threat, but an incredible opportunity.
We're entering a new era—one where success is defined not just by rankings, but by relevance, trust, and adaptability across multiple engines and formats.
The future of SEO won’t be about fighting for the top spot on a Google SERP. It will be about becoming the go-to reference—no matter the engine, the format, or the context.
Our platform was built for this future: helping marketers move from strategy to action, tracking every impact, and adapting faster than ever.
Ready to activate your SEO and seize the future?
👉 Discover how Semactic helps marketing teams stay ahead.
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