SparkToro, in partnership with Datos (a Semrush company), has released comprehensive research analyzing 332 million Google searches over 21 months (January 2023 - September 2024), providing unprecedented insights into search behavior patterns.
Methodology and Data Collection
The study examined data from approximately 130,000 US devices actively using Google, focusing on queries with 100+ searches over the study period. Datos provided clickstream data that captured searches made in browsers across both mobile and desktop platforms.
Major Search Pattern Findings
Brand vs Generic Searches
The research revealed that 44% of Google searches are for branded terms, while 56% are generic queries - challenging previous assumptions about brand dominance in search behavior.
Search Intent Distribution
The study identified four main search intent categories:
- Informational queries: 51.7% of searches
- Navigational queries: 33.1%
- Commercial queries: 14.5%
- Transactional queries: 0.69%
Top Search Categories
Arts & Entertainment emerged as the dominant search category, with topics including movies, television, music, and video games comprising 25% of all Google searches.
Search Volume Distribution
A remarkable finding showed that just 148 query terms accounted for nearly 15% of total search volume. The study also revealed that in a single month (September 2024), 58% of queries were unique searches performed only once.
Long Tail Analysis
The research provided new insights into Google's long tail searches:
- Over 612,981 keywords had only a single search
- These single-search terms represented 2.2% of total search volume
- Each user in the panel averaged 5 unique searches that no other person performed
The study suggests that Google has evolved to become more of a post-discovery platform rather than a demand-generation channel. Search behavior indicates users typically come to Google after identifying needs through other platforms like social media, YouTube, podcasts, and industry news sites.
