Search Trends Statistics

How people search is changing fast. These figures show where search traffic is heading: more questions, more mobile, more answers without a click. Important to know if you want to be found by your future customers.

Last updated: June 14, 2026 · 8 verified statistics

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Tanguy De Keyzer Oprichter & digitale strateeg

16,4 mld Number of searches Google processes per day (16,4 mld, i.e. 16.4 billion) Search remains the starting point of nearly every buying journey, including in B2B where people first research on their own. Source: Backlinko (2026)

15% Of daily searches are completely new and never searched before You can't target known keywords alone, then. Creating content around real questions also captures this new search demand. Source: Google, via Backlinko (2026)

~68% Of Google searches end without a click to a website Google increasingly answers questions directly on the results page. Being visible no longer automatically means getting a visitor. Source: SparkToro & Datos (2026)

~86% Of searches phrased as a question trigger an AI Overview People increasingly type full questions, and that's exactly where the AI answer appears. Content that directly answers those questions has the best chance of being cited. Source: Seer Interactive (2026)

~60% Of all Google searches happen on a mobile device B2B decision-makers search on the go and outside office hours too. A slow or poor mobile site costs you those contacts. Source: Backlinko (2026)

~20,5% Of internet users worldwide use voice search Voice is growing, but remains a supplement. For B2B, what matters most is that your content can answer natural question phrasing. Source: DataReportal (GWI) (2025)

20%+ Share of Google searches with an AI Overview in early 2026 AI answers at the top of Google push classic results further down. Authority and strong content determine whether you show up in those answers. Source: SparkToro & Datos (2026)

75-80% Of organic search traffic comes from non-branded searches The largest share of your potential customers doesn't know your brand yet. They search for their problem, not your name. Source: Semrush (2026)

What do these figures mean for Belgian B2B companies?

The common thread in search trends is clear: people search more often, but click less. Google increasingly answers questions itself on the results page, and AI Overviews accelerate that. At the same time, the largest share of your traffic comes from non-branded searches by people who don’t know your brand yet.

For B2B with long sales cycles, that’s no reason to panic, but it is a reason to choose more sharply. It pays to target the concrete questions your audience asks rather than just your own brand name. Content that genuinely answers a question-based search gets picked up faster, including in AI answers and featured snippets.

The real goal stays the same: not as many visitors as possible, but the right contacts who grow into customers. A thoughtful SEO approach steers on requests and revenue, not on rankings or clicks that deliver nothing to anyone.

Frequently asked questions

What are zero-click searches and why do they matter? +

These are searches where someone already gets the answer on the results page and therefore doesn't click through. In the US, around 68% of Google searches already end without a click in early 2026, mostly due to featured snippets and AI Overviews. For you that means visibility in those answers becomes just as important as a click.

Should I adapt my B2B content for voice and question-based searches? +

For most Belgian B2B companies, voice isn't a priority yet, but writing for questions is. Content that clearly answers your audience's real questions performs better both in classic search results and in AI answers.

Why should I target non-branded keywords? +

Because the vast majority of your future customers don't know you yet and search for their problem, not your name. Non-branded content attracts exactly those people still looking for a solution like yours.

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You may freely reuse these figures with attribution and a link to this page.

Source: Customer Impact, Search Trends Statistics, https://www.customerimpact.be/en/marketing-statistics/search-trends/

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