From queries to prompts: how AI chatbots are changing the search landscape

Google has monopolized the search market, consistently holding 90%+ market share for nearly a decade. But recent data suggest that a change may be underway. However, Google’s share reportedly dipped below 90% in Q4 2024, and there are multiple signs that Bing, ChatGPT, and Perplexity are enticing users to explore alternative search experiences.

In this post, we’ll analyze Cisco Umbrella popularity rankings and discuss potential PPC and SEO impacts. 

A new era: Google below 90% 

According to recent reports from Statcounter, Google’s global search engine market share fell below 90% for three consecutive months (89.34% in October,  89.99% in November, 89.73% in December 2024) and that hasn’t been recorded since 2015. Meanwhile, competitor search engines like Microsoft Bing have gained marginal gain over the year; others, such as Yandex in Russia and Yahoo in Japan, also crept upward in their respective regions.

Side note: Google’s search market share in January was 89.62%, 89.47% in February, and 89.52% in March 2015.

Why does this matter?

People are changing how they search for data online by shifting from traditional search engines to AI-driven platforms. How is chatbot AI changing how we browse? They provide instant, context-aware answers. Sure, this new style influences user behavior, as people now expect direct solutions rather than a list of resources.

• Traffic diversification: Advertisers and SEO professionals can no longer assume Google is the only game in town.
• Cost implications: If more players like Bing gain traffic, it could spread out the cost of PPC campaigns (though increasing competition on those platforms might eventually push bids up as well).
• User behavior: It signals a shift in how people find information, particularly with the rise of AI-driven experiences.

Cisco Umbrella data: A deeper look

Cisco Umbrella measures domain popularity based on DNS requests. Notably, one data point that sets us apart at PEMAVOR is our ability to tap into Cisco Umbrella rankings. 

This line chart shows how each domain ranking has changed from January 2024 to January 2025, highlighting any notable jumps or declines. 

Key observations:

• bing.com holds a high popularity rank (currently #18) and has been steadily climbing throughout 2024.
• chatgpt.com is further down the list (#2,004) but is rapidly moving upward.
• perplexity.ai is around #20k, but its trajectory is also on the rise, indicating growing curiosity about AI-based Q&A search tools.

What about Google Suggest Endpoint?

Another intriguing sign: the Cisco Umbrella ranking for the Google Suggest endpoint (suggestqueries.google.com) has been on a gentle decline since mid-2024.

A rank moving up means the domain is less popular; a rank moving down means the domain is more popular. Here, the endpoint’s rank is increasing slightly, suggesting less usage.

Interpretation: If the Google Suggest endpoint is a decent proxy for how many people begin queries in Google, then a ranking climb could indicate fewer search queries happening—possibly because users now go directly to ChatGPT, Perplexity, or other AI-driven services.

PEMAVOR’s recent chart below shows a clear rise in the popularity of AI chatbots throughout 2024 and early 2025 (primarily driven by Felo AI, ChatGPT, and Perplexity). This steady growth in traffic reflects a shift in user behavior, with more people turning to chatbots for direct assistance instead of relying on traditional search engines like Google. This aligns with the Cisco Umbrella rank for suggestqueries.google.com, which indicates reduced usage of Google’s autocomplete services as users favor AI-powered tools.

Why Marketers Should Care

(a) PPC Implications

As we discuss in our recent PPC blog post on how Google is changing auctions:

Google has introduced several updates to its Ads platform to boost competition and revenue, even as user growth slows. Notable changes include the removal of Auction Insights from Looker Studio in late 2024, which limits advertisers’ ability to analyze competitor behavior. Additionally, Google is testing double ad placements for the same advertiser, potentially increasing competition in auctions.

While broader keyword matching continues to evolve with AI-driven refinements, some advertisers are experiencing challenges with off-target traffic. Transparency remains a concern as access to search term data has been reduced. Advertisers need to adapt by employing negative keywords, revising bidding strategies, and closely monitoring campaign metrics to remain competitive in this dynamic environment.

• Analyzing Auction Insights (despite Google making it harder by removing data from Looker Studio) will be crucial for identifying increasing competition or “double serving” ad tests.
• Marketeers should diversify ad spend to Microsoft Ads (or even exploring new platforms) if user behavior continues to shift.

(b) SEO Implications

For SEO specialists, seeing Google slip below 90%, even briefly, means that Bing SEO or SEO for AI chatbots (e.g., optimizing content for ChatGPT plugins, if relevant) may become more pressing.

• AI-driven engines like ChatGPT or Perplexity present new challenges (and opportunities) for content visibility.
• Don’t overlook on-site user experience. If more users rely on quick AI answers, you need to ensure your content is optimized for direct snippet answers, not just standard organic results.

Are chatbots really winning?

Based on Statcounter, ChatGPT still doesn’t show up as a separate entity for search market share. However, Cisco Umbrella data reveals consistent usage growth for ChatGPT. Users might spend more time “searching” within AI chatbots, bypassing Google’s results pages entirely.

Bing’s gains: Bing’s built-in AI (Copilot) is another reason for the small but noticeable climb in popularity. This synergy has helped Bing position itself as a viable competitor.

Perplexity’s potential: With a #20k rank, Perplexity.ai is still niche, but the brand’s focus on delivering quick, concise AI answers may resonate with a subset of users looking for fast research or clarifications.

The bigger picture

Can ChatGPT search replace Google search? In a short time, no. Yes, ChatGPT offers many benefits, but it’s not yet a full replacement. However, it’s the fact that AI-driven tools evolve and increasingly capturing specific niches where users prioritize convenience and speed. Also, maybe the first time Google is impacted that much. That’s a big phase. 

• Monopolistic tensions: Google has been criticized for maintaining an “illegal monopoly” and delivering results that some users find less helpful. This frustration may be driving adoption of alternative engines.
• AI as a preferred interface: ChatGPT, Bing Chat, and Perplexity deliver an answer-oriented experience. Users no longer need to sift through multiple blue links. This shift from “link-based” to “answer-based” results changes the game entirely for search marketing.
• User habit changes: People are starting to go directly to AI chatbots for certain queries. The friction of “prompting” Google and then retyping or rethinking the question in ChatGPT is diminishing.

Illegal monopoly allegations: In August 2024, US District Judge Amit Mehta ruled that Google violated antitrust laws by maintaining a monopoly in online search and search advertising. The decision highlighted Google’s exclusive agreements with browser developers, smartphone manufacturers, and wireless carriers as anti-competitive practices.

How to adapt and stay ahead

1. Monitor competitive ads: Keep an eye on Auction Insights (using a tool that can still collect data beyond Google’s official changes). Spot new advertisers in your vertical.
2. Incorporate AI: Experiment with AI-driven search as both a user and an advertiser. Learn how potential leads are finding or ignoring your brand on platforms like Copilot.
3. Keyword management: With potential shifts in Google’s approach (more fuzzy matching, hidden data), negative keyword strategies become pivotal.
4. Diversify your spending: Explore Microsoft Ads, alternative engines, and even chat-based advertising opportunities (Perplexity Ads) to mitigate risk. ChatGPT also may consider showing ads as well to offset substantial operational costs.
5. Content for Chatbots: If you produce high-quality, authoritative content, consider how it might appear (or be cited) in AI answer engines. Structured data and clear headings can help.

Is Google blocking search result scraping?

Recently, there has been a lot of buzz on social media about Google blocking web scrapers that collect search results data, which has caused global outages at various scrapers (like SimilarWeb, Rank Ranger, and SE Ranking).

According to Google’s guidelines, scraping results for ranking checks or any other type of automated access to Google Search without explicit permission violates Google’s spam policies and Terms of Service. Now Google has officially made JavaScript a must for accessing its search engine to improve security and user experience. However, JavaScript has the potential to break accessibility. For this reason, users who rely on accessibility tools may disable JavaScript in their browsers, which could lead to additional complications.

While this move might seem like an attempt to specifically target keyword tracking tools, but the bigger picture says something else. As highlighted by industry experts, this shift is likely a strategic response to a growing threat: the rise of large language models (LLMs) like ChatGPT. These AI-powered tools are increasingly being viewed as alternatives (or even competitors) to traditional search engines.

Why the JavaScript requirement? Google’s insistence on JavaScript usage isn’t just a technical; but a defense strategy. By making search results harder to scrape, Google protects its data from being used to train AI models. This reflects Google’s effort to protect its search dominance as its market share falls below 90% for the first time since 2015.

LLMS need large amounts of data to improve their capabilities. By blocking automated access to Google Search, Google protects its data from being used by competitors. This also affects keyword tracking tools as an unintended side effect.

What does this mean for marketers?

• Higher costs for keyword tools: As these tools adapt to Google’s changes, they might need more expensive methods to get data, which could mean higher prices for users.
• Less reliable data: Marketeers using these tools may face delays or inaccurate information for SEO and ad strategies.
• Diversify your strategies: Google’s changes show why relying on just one source isn’t enough. Marketers should explore options like Microsoft Ads, Bing SEO, or AI tools like Perplexity and ChatGPT.
• Google’s advantage: By limiting data scraping, Google protects itself from AI rivals and strengthens its control over valuable data.

How can I scrape Google search results?

Still, you can monitor your website’s visibility on SERP with PEMAVOR’s tool, which processes third-party data using a first-party approach. Read more to use the free SERP ranking checker.

Is Google losing its search crown?

While it’s too early to declare the end of Google’s reign, three straight months under 90% market share is more than just a blip. Coupled with the steady rise of Bing and the explosive popularity of ChatGPT, we may be witnessing the first phase of a more competitive search environment. The Cisco Umbrella data further corroborates that user behavior is shifting, as Google’s own suggest endpoint sees reduced popularity versus last year.

Don’t put all your eggs in one basket. Stay vigilant about Google’s changes in ad auctions, keep an eye on chat-driven search platforms, and capitalize on early-mover advantages wherever you can.