Year in Search 2025: Conversational Queries and Trends
- Key Takeaways:
- Google’s Year in Search 2025 highlights a surge in conversational queries and deeper information-seeking.
- “Tell me about…” searches rose ~70% year‑over‑year; “How do I…” queries increased ~25%.
- Cultural moments (an American-elected pope, KPop "Demon Hunters") and AI breakthroughs drove spikes.
- Explore full data on the Year in Search site at trends.withgoogle.com/year-in-search/2025/
Overview: What the data shows
Google Trends data for 2025 reflects notable shifts in how people use Search. Beyond quick lookups, users increasingly asked longer, conversational questions as new AI features made natural-language queries easier.
Two measurable patterns stand out: a rise in exploratory prompts and a higher volume of “how” questions aimed at practical guidance.
Conversational queries climbed
Searches beginning with phrases like “Tell me about…” climbed about 70% versus the prior year, according to Google’s Year in Search summary. That indicates a move from transactional queries toward context‑rich, explanatory requests.
Similarly, queries that mimic spoken language — for example, “What’s the deal with…” — spiked, showing people are treating Search more like a conversation.
Practical help and verification rose
Queries starting with “How do I…” reached an all‑time high, up roughly 25% year‑over‑year. Many of those were practical or verification-focused, such as “How do I know if my Labubu is real?” — reflecting interest in authenticity and how‑to guidance.
This pattern aligns with the rise of generative AI and integrated assistive features that make step‑by‑step answers more accessible in Search.
Events and culture shaped search spikes
Major news and cultural moments left distinct fingerprints on global search behavior. Among the standout trends in 2025 were the unprecedented election of an American pope, chart‑topping interest in KPop group ‘‘Demon Hunters,’’ and public fascination with new AI breakthroughs.
These events drove short, intense spikes in curiosity that fed into broader interest in related topics and background information.
How to explore the full Year in Search
Google has compiled interactive charts and regional breakdowns on the Year in Search website. Visit trends.withgoogle.com/year-in-search/2025/ to filter by country, category, or specific topics and see the full list of rising searches.
For publishers, marketers, and curious users, the takeaway is clear: search is getting more conversational and context-driven. Optimizing content for explanation, authenticity checks, and practical steps will match the way people are asking questions in 2025.
