Google's Year in Search 2025 has revealed Gemini and DeepSeek as the top trending topics, highlighting significant surges in search volume and user engagement. This annual report offers crucial insights into evolving user interests and search behaviors, reflecting broader shifts in technology adoption and cultural focus.
Who should care: CMOs, marketing directors, SEO leads, content operations managers, demand generation teams, and marketing automation specialists.
What happened?
Google's Year in Search 2025 report identifies Gemini and DeepSeek as the leading search topics, signaling a clear pivot in user interest toward AI-driven technologies. Gemini, a state-of-the-art AI model, and DeepSeek, an innovative search technology, have surged to the top of Google's trending list, underscoring their expanding impact on both technology and popular culture. The report documents substantial increases in search volume for these terms, reflecting a growing public fascination with artificial intelligence and machine learning advancements. In addition to highlighting these trends, Google has introduced AI Overviews, a new feature that enables marketers to measure impressions and track visibility more effectively. This tool provides granular insights into how content performs within search results, offering marketers a clearer understanding of user engagement and interest patterns. By leveraging these new metrics, businesses can refine their search strategies and better align their content with evolving consumer demands. Overall, the Year in Search report acts as a vital indicator of shifting consumer priorities, equipping marketers with actionable data to stay ahead in a rapidly changing digital landscape. The prominence of Gemini and DeepSeek not only reflects technological innovation but also signals where marketers should focus their efforts to capture audience attention.Why now?
The emergence of Gemini and DeepSeek as top search trends in 2025 reflects the accelerating integration of AI technologies into everyday life. Over the past 18 months, advancements in machine learning and data processing have driven widespread adoption of AI applications, fueling increased curiosity and demand for information. This surge is clearly mirrored in search behavior, as users actively seek to understand and engage with these innovations. The timing of Google’s AI Overviews rollout is particularly relevant, providing marketers with timely tools to quantify and optimize their digital presence amid intensifying competition in the online space.So what?
For marketing and SEO professionals, these insights emphasize the critical need to stay attuned to emerging technological trends to maintain relevance and competitive advantage. The introduction of AI Overview visibility tracking offers a more precise method to evaluate content performance, enabling data-driven decision-making and strategic refinement. By integrating trending topics like Gemini and DeepSeek into content strategies, marketers can enhance audience engagement, increase traffic, and position their brands at the forefront of innovation.What this means for you:
- For CMOs: Utilize AI Overview metrics to optimize marketing initiatives and improve return on investment.
- For SEO leads: Prioritize AI-related keywords to capture emerging search trends and elevate organic visibility.
- For content operations managers: Incorporate trending AI topics into content planning to better align with evolving user interests.
Quick Hits
- Impact / Risk: The rise of AI topics like Gemini and DeepSeek signals a shift in consumer interests that could disrupt existing content strategies.
- Operational Implication: Marketers must adapt by embedding AI insights into their planning and execution workflows.
- Action This Week: Audit current content strategies for alignment with AI trends; brief teams on AI Overview metrics; update keyword strategies to include trending AI topics.