15% of Google Searches Tied to Just 148 Terms

A recent analysis has unveiled fascinating trends in Google search behaviours, highlighting a remarkable concentration of search demand. According to the findings, 56% of all Google searches focus on generic terms, reflecting the broad appeal of these queries. Meanwhile, long-tail searches—often regarded as vital for niche targeting—make up only a modest 3.6% of overall search activity. This suggests that while long-tail keywords are still relevant, their share in driving search demand may be smaller than anticipated.

Perhaps the most striking revelation is that a mere 148 keywords account for an astonishing 15% of all Google searches. This data emphasises the disproportionate influence of a relatively small subset of terms in shaping search traffic and reinforces the need for businesses to identify and leverage these high-performing keywords in their strategies.

The findings stem from an in-depth analysis of nearly 332 million Google queries, spanning more than 320,000 unique search terms. The research was conducted by Rand Fishkin of SparkToro and is based on data provided by Datos. This study highlights the immense weight carried by a handful of popular keywords compared to the vast array of less frequently searched phrases.

For marketers and businesses, this discovery has significant implications for keyword strategy. Focusing efforts on a select number of high-performing generic terms could lead to improved efficiency and better results, especially when these terms align with consumer demand. At the same time, businesses targeting niche markets may need to adapt their approach, given the relatively small impact of long-tail keywords on overall search activity.

Another key takeaway is the evolving importance of generic search terms. Their dominance highlights the need for businesses to ensure their presence in broader categories while also crafting content that resonates with user intent. This dual approach could enhance visibility and competitiveness in an increasingly crowded search environment.

It is worth noting that Datos, the data provider for this analysis, is part of the Semrush family, alongside Search Engine Land. This connection lends added depth to the research, reinforcing its relevance to digital marketers and businesses aiming to refine their SEO and content marketing strategies. The findings serve as a timely reminder of the value of data-driven decision-making in the ever-changing world of search engine optimisation.

Why This Matters
Organic search traffic is increasingly concentrated, with fewer websites capturing the majority of visibility. As of 2024, standing out in Google Search is more challenging than ever. This is partly due to intense competition not only from other businesses but also from Google’s own features, such as AI Overviews and various enhanced search tools. These additions have made it harder for websites to secure a spot in search results and attract meaningful traffic.

The 148 Most Popular Terms
A significant finding from the analysis reveals that just 148 search terms account for a substantial share of Google’s overall search traffic. The majority of these terms are navigational queries, indicating that users often search for specific brands or services. Among the top 10 most searched terms are:

YouTube
Gmail
Amazon
Facebook
ChatGPT
Google Translate
WhatsApp Web
Google Maps
Pornhub
Google Docs

These terms demonstrate the dominance of well-known platforms and tools in search behaviour, with users relying heavily on Google for direct navigation to these services.

Search Intent Breakdown
The analysis also delves into the intent and branding behind search queries, offering a deeper understanding of user behaviour:

Branded vs. Generic Searches: Approximately 44% of Google searches are for branded terms, such as specific company or product names. The remaining 56% consist of unbranded, generic queries, indicating users seeking broader information or solutions.
Intent and Topic Classification: By examining how searches are categorised by purpose—whether informational, navigational, or transactional—businesses can refine their strategies to better align with user needs.

Implications for Businesses
These findings underscore the increasing importance of brand recognition and visibility in organic search. With branded terms capturing a significant portion of search traffic, businesses must ensure their branding is strong and memorable to stay competitive. Simultaneously, catering to generic search intent with high-quality, relevant content can help businesses secure visibility in broader search categories.

Adapting to a New Landscape
For marketers, the data reinforces the need to adapt strategies to account for Google’s evolving search environment. Prioritising a mix of branded and generic content, while also navigating challenges like AI Overviews, can help businesses maintain their relevance and reach in 2024’s competitive digital landscape.

What the Experts Are Saying
A striking observation has emerged from Google search data: just a few thousand query terms now account for a quarter of all searches on the platform. This trend appears to be growing steadily, according to Rand Fishkin of SparkToro. Fishkin explains that although there remains an enormous number of unique query terms, the so-called “Long Tail” — searches with fewer than 11 queries per month — represents just 3.6% of total search demand.

He elaborates:
“Monopolies are winning. Big brands and topics are winning. People are gravitating to a smaller number of less diverse destinations and ideas. Little wonder big companies and rich individuals are getting a larger and larger share of the economic and attention pie around the world.”

About the Data
The analysis comes from Datos, which provided search data from a sample of their multi-million-person panel. This subset included around 130,000 U.S. devices, spanning both mobile and desktop users, who actively used Google over a 21-month period (January 2023 to September 2024).

For this study, Datos limited the data to queries with at least 100 searches within the 21-month timeframe. Additionally, a separate analysis was conducted on all search keywords for a single month, offering further insight into broader trends.

Implications for Businesses
These findings highlight the increasing dominance of major brands and established topics in online search. This makes it more challenging for smaller businesses or emerging brands to gain visibility in a search landscape increasingly skewed towards a narrow set of queries and destinations.

Fishkin suggests that businesses and brands need to focus on capturing pre-existing intent. In other words, being discoverable through targeted and strategic positioning may be more effective than relying solely on organic discovery through Google.

Diversifying Beyond Google
One key takeaway from this analysis is the urgent need for businesses to diversify their online presence beyond Google Search. Platforms such as YouTube, TikTok, LinkedIn, podcasts, and newsletters are becoming increasingly critical for discovery and engagement. Marketers are finding success by tapping into these platforms where audiences actively spend their time.

By expanding beyond traditional search engine optimisation (SEO) and pay-per-click (PPC) strategies, businesses can secure a more robust and sustainable digital presence.

The Road Ahead
The shift in how users discover content means that marketers need to rethink their strategies. Social media, video platforms, and other content-driven channels offer opportunities for businesses to connect with their audiences in ways that Google Search alone can’t achieve. The emphasis on diversifying strategies ensures that brands remain competitive in an evolving digital landscape.

Now, more than ever, businesses need to be proactive and creative in their approach, leveraging multiple platforms to reach and engage their target audiences effectively.