Imagine a “typical” web search in 2005, 2015, or even 2020: heading straight to Google and typing simple keywords into the search bar. This produced pages of results, which users explored at their leisure.
For years, this straightforward process has represented the status quo in digital marketing. So much so that you can even call it a verb, ‘just Google it’. Algorithms changed periodically, but the basic mechanisms underscoring user searches remained consistent: a classic, text-based search, leading to classic, text-based webpages. Add a few visuals and some strategically integrated keywords, and you have an easy recipe for SEO success.
In 2025, however, search experiences look dramatically different. Today’s users aren’t content to stick with tried-and-tested text searches. They prefer convenient and engaging alternatives, such as voice search, AI-powered results, and immersive online experiences. These new search trends may become the new norm, reflecting a blend of evolving technologies and heightened consumer expectations.
What does this mean for brands and businesses wanting to actively engage in SEO? Simply put, the strategies that paid dividends a few short years ago may fail to capture the attention of the modern user.
The good news? Emerging web browsing trends bring exciting opportunities for connecting with consumers. We’ll explore these developments below, briefly explaining “how do people browse websites in 2025”, and how should brands adjust their digital marketing strategies?
Multi-Modal Interactions
Text-based searches once dominated the digital landscape, and still do. However, users are increasingly preferring the comparative convenience of voice- and gesture-based browsing.
Differences between text and voice search go beyond input methods; multi-modal strategies also determine which types of keywords users select and how they follow up on search results.
While traditional text searches favor short-tail keywords, such as a quick keyword like ‘best Austin plumber’, voice search is more conversational, with users asking full-blown questions to Google AI and other LLMs. Imagine a business owner asking an assistant to help find something, like, ‘Hey, can you find me the best plumber around town?’ While the intent remains the same, the input data differs, and sites must adapt accordingly.
Once they arrive at relevant websites, users rely on gesture-based user interfaces to navigate via tapping, dragging, or swiping. Businesses need to consider these multi-modal interactions when crafting their messaging strategy and designing their websites. Think of people ‘talking’ to their mobile devices, then swiping around with their fingers. It’s different than pointing and clicking on an old monitor.
Attention Patterns
Fragmented attention spans spark concerns among many digital skeptics who worry that today’s users struggle to engage fully with content. Arguably brought on by social media, today’s world can sit and pay attention for more than a few seconds before swiping ahead. Short attention spans prompt endless swiping, with users rarely pausing long enough to absorb brand messaging.
As attention becomes even more fragmented, long-form content may struggle to capture users’ attention as quickly or decisively as its punchier, shorter-form counterparts. Think of the rise of TikTok and Instagram short videos, which capture the attention of a user in seconds rather than minutes.
That being said, long-form content is far from dead, as longer videos and articles can succeed if they offer great insights that feel relevant and actionable. They just need a little extra work to get people to engage.
Marketers may yearn for the long-lost days of extended attention spans. Still, unfortunately, we have to encourage businesses to adapt to the new normal, adjusting their content to reflect users’ brief bursts of engagement. This calls for multiple engagements — content split into smaller chunks, for example, along with retargeting and frequent reminders. Think of creating ‘YouTube Shorts’, or TikTok videos, of a few seconds that ‘preview’ the longer content you’re promoting. Get them in the door, and hope they stay to watch the rest.
On the topic of the evolving digital decision-making process, check out Google’s insights on the emerging 4S model: streaming, scrolling, searching, and shopping. Today’s internet searchers face near-constant media consumption, fueling an endless search for inspiration. Intent-focused search reflects the modern consumer’s preference for focusing their limited attention spans toward concepts or brands that feel relevant to them.
In today’s search world, it’s essential to be as targeted as possible, providing people with exactly what they need as quickly as possible.
AI-Mediated Web Experience
Many users now bypass traditional search engines altogether and instead look for information via AI platforms like ChatGPT or Gemini. Some users even rely on AI to summarize long-form content, such as videos and articles, rather than reading it themselves.
Google now offers AI Overviews for quick summaries and AI Mode for a deeper dive. Plus, other AI tools help filter content so you only see what really matters to you.
AI is also baked into Google’s famous algorithm, which figures out how words connect to ideas. This model, called RankBrain, helps Google truly understand what you’re looking for. It’s how they connect the dots to give you the super-relevant, personalized results you expect these days.
Answer engine optimization helps you show up in AI-powered search engines, giving users instant “zero-click” answers. Sure, this might mean less traffic, but the potential is massive: quick, easy solutions that give users exactly what they’re looking for right away. AEO continues to grow, and as the industry learns more, agencies like Motoza will continuously adapt our strategies to implement AEO into our campaigns.
Experience Expectations
Today’s users have high expectations. They’ve grown accustomed to seamless browsing experiences and won’t settle for less. Few are willing to wait for pages to load, with impatient users departing at the first sign of delay.
Friction-free experiences are crucial, encompassing not only speedy page loads, but also easy-to-follow navigation. Any perceived trouble will lead to a loss in conversions, and ultimately, a breakdown in hard-earned user trust.
Personalization is also a critical part of the picture. Driven in part by AI solutions, today’s personalized experiences help extend otherwise short attention spans by delivering content that allows users to connect on a deeper, more emotional level.
Immersive elements, once regarded as a fun bonus, are now expected, delivering richer online experiences. Virtual reality (VR) and augmented reality (AR) enhance this feeling of immersion, transforming once-simple search results into an engaging journey of discovery. Obviously this doesn’t apply to most businesses, but the future could bring AR to the masses and affect search trends in the coming years.
Conclusion: Adapting to the New Web User
The modern web user is demanding, discerning, and digitally fluent. They know what they want, and understand the technology to find it. It’s a challenging new world but also exciting to be a part of it. As AI-powered solutions continue to evolve, search experiences will become more intuitive, immersive, and downright exciting.
Adapting to this new normal begins with shifting your mindset, framing contemporary obstacles as opportunities to connect, and taking steps to refine your search strategy. Motoza’s SEO expertise can guide you every step of the way. Get in touch today to learn about our process and start growing your business.
