Search Isn’t Dead: What SparkToro’s New Data Really Tells Us

Every week, there’s a new headline declaring that AI will kill Google. But the numbers say otherwise.

A brand-new report from Rand Fishkin’s SparkToro (powered by Datos clickstream data) just dropped, and the findings are eye-opening: traditional search is not only stable—it’s still the backbone of online discovery.

So if your site traffic feels shaky, don’t blame the death of search. Instead, you need to look at how distribution and click patterns are shifting.

Let’s dig into the data.

The Hard Data: AI Growth vs. Search Stability

Here are the most important takeaways from SparkToro’s new study:

✅ 95% of Americans still use traditional search engines every month.
That number has dipped less than 1% in the past 2.5 years.

✅ 86% are “heavy” search users.
They conduct 10+ searches per month (many do far more).

✅ AI tools are growing, but slower than the hype suggests.
Nearly 40% of Americans use at least one AI tool monthly, but only 20% are heavy users (10+ times per month).

✅ Growth of AI adoption is slowing.
The big spike happened from 2023–2024. Since late 2024, monthly growth has leveled off. SparkToro expects a plateau within the next 12–24 months unless AI players find new audiences.

✅ Search activity is steady—or even increasing.
Google, Bing, Yahoo, and DuckDuckGo have all seen stable (or slightly higher) searches per user compared to years past.

Why This Matters

The big takeaway? Traditional search isn’t dying.
What is changing is how search engines (especially Google) deliver results.

That’s why so many publishers and brands report declining traffic even though overall search volume remains steady.

Here’s what’s going on:

• Zero-click answers. Google increasingly delivers answers directly on the results page. Users get what they need without clicking through.
  

• AI Overviews. Since rolling out in 2024, AI Overviews have taken clicks away from publisher sites. Reports show up to a 25% drop in traffic for some verticals.
  

• Shifts in discovery. Social media, communities (Reddit, Quora), and even newsletters are shaping user journeys before people even hit Google.

So the problem isn’t that users stopped searching—it’s that Google changed what they see after they search.

The Reality Check on AI Tools

AI adoption is real, but it’s not replacing search.

In fact, SparkToro found that when people adopt tools like ChatGPT, their Google search activity increases. They still use search engines for validation, product checks, and tasks AI can’t fully cover.

Why? Because AI tools and search engines solve different problems:

• AI tools = speed and synthesis. Great for summaries, drafts, coding help, or brainstorming.
  

• Search engines = depth and verification. Still the go-to for finding sources, brands, products, and the “real web.”

The data proves these behaviors are complementary, not competitive.

What This Means for Marketers

If you’re worried that AI will make SEO irrelevant, this report should calm you down. Search is still strong—and it’s not going anywhere.

But here’s the catch: the way people access and consume information is evolving. That means you need to adapt your strategy.

Here’s how:

1. Keep Investing in Traditional SEO

Search isn’t going anywhere. Ranking in organic search still delivers consistent, compounding ROI. Don’t pull back.

2. Optimize for Zero-Click Visibility

Featured snippets, People Also Ask, and AI Overviews often pull directly from well-structured content.

• Use schema markup.
  

• Answer specific FAQs in clear, concise language.
  

• Structure content for scannability (lists, tables, bullets).

3. Explore AI Discovery Channels

AI tools like ChatGPT, Gemini, and Perplexity are becoming discovery layers. Experiment with content that can be surfaced in these ecosystems—clear product descriptions, expert explainers, and entity-based content tied to your brand.

4. Diversify Beyond Google

Your audience isn’t just on Google. They’re on LinkedIn, Reddit, TikTok, and niche communities. SparkToro’s data shows professional networks are gaining weight in decision-making—don’t overlook them.

5. Watch Your Audience, Not Just the Market

This is key: not every industry is adopting AI at the same pace. SparkToro suggests analyzing your specific audience’s behavior. If you sell to financial advisors, track their AI adoption—not the average American’s.

What’s Next

AI tools will keep growing, but the “AI will kill search” narrative is mostly noise. Traditional search is stable, dominant, and still growing in usage.

The real risk isn’t search disappearing—it’s search platforms keeping more clicks for themselves.

That’s why your strategy should focus on:

• Building brand visibility in both search and AI ecosystems.
  

• Structuring content for machine readability.
  

• Expanding distribution through networks and communities.

In short: don’t fear the end of search. Fear invisibility in a world where platforms—AI or search engines—control the flow of attention.

👉 Read SparkToro’s full report here

Looking for more in-depth strategies and exclusive content?

Check out my Gumroad page for courses, guides, and tools that can help take your digital marketing to the next level. Whether you're looking to master SEO, influencer marketing, or content strategies, I've got resources to get you there. Plus, you'll find some free content to help you get started right away!

Visit my Gumroad page and explore everything I have to offer!

1. Found the insights helpful? Forward this email to help fellow business owners or marketers.

2. Spread the word. Encourage your friends or followers to sign up.

3.  Have us test and review your marketing or business tool on ShaneBarker.com. We can write a product review, comparison, or industry listicle for you.

If you have any specific questions or topics you'd like us to cover in future newsletters, please feel free to reach out. We'd love to hear from you!

To your content marketing success,
Shane Barker