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: · 8 verified statistics
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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Source: Customer Impact, Search Trends Statistics, https://www.customerimpact.be/en/marketing-statistics/search-trends/ What clients say about us
Real client reviews on Google.
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.
Axel D.S.
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
They do not just execute, they also think along strategically. Real B2B specialists. Recommended!
Jack Daly
Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
Tanguy combines deep expertise, fresh thinking, and hands-on experience to help growing companies achieve meaningful results!
Daphne N
Great service. Lean and mean. Would definitely recommend.
Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.
Axel D.S.
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
They do not just execute, they also think along strategically. Real B2B specialists. Recommended!
Jack Daly
Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
Tanguy combines deep expertise, fresh thinking, and hands-on experience to help growing companies achieve meaningful results!
Daphne N
Great service. Lean and mean. Would definitely recommend.
Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
What do these figures mean for you?
We translate market data into a concrete growth plan for your B2B company, focused on customers and revenue.