Google searches and their link to SEO – Updated 2025

Google searches and their link to SEO in 2025

In the current era, Google continues to be the reference search engine worldwide, and understanding how users behave when using it is key to designing effective SEO strategies. Over time, search engine algorithms have been refined to offer increasingly precise, relevant and personalized results. In 2025, with the advancement of artificial intelligence, semantic search and the integration of new technologies such as voice or image search, SEO has become more strategic than ever.

What do users search for on Google?

A fundamental aspect that digital marketing professionals must know is that not all searches pursue the same objective. People who access Google do so for different purposes, and this directly impacts how we should optimize our websites or content to achieve better positioning.

There are different search classifications that help us interpret the user's intention. One of the most useful for SEO is the one that divides searches based on the purpose pursued by the Internet user. This segmentation is especially useful for planning content structure, keyword choice, and overall positioning strategy.

Google search typologies

1. Transactional searches

Transactional searches have a clear commercial intent. They are made when the user wants to buy something or contract a service. It is common to find terms such as “buy”, “best price”, “reserve”, or “promotion” in this type of search.

For example, someone who writes “buy iPhone 15 Pro in Barcelona” is ready to act, and is looking for a quick solution. In these cases, Google Ads ads that appear at the top and side of the results usually capture most of the user's visual attention.

Therefore, if your business offers products or services and you want to attract customers who are in the decision phase, combine a SEM strategy (Google Ads) With optimization aimed at transactional keywords it can be very effective.

2. Informational searches

Informational searches represent the majority of web traffic. They are those in which the user wants to learn something, investigate a topic or resolve a question. It is characterized by searches such as “how to make gluten-free bread”, “advantages of the electric car” or “what is the best CRM for SMEs”.

This type of search is crucial for the content marketing, since organic SEO comes into play here. Google best positions those pages that respond with depth, clarity and relevance to the user's search intention. At this point, blogs, guides, whitepapers or optimized infographics have a great opportunity to attract qualified traffic.

For this type of search, it is essential to apply strategies based on the concept of E-E-A-T (Experience, User Experience, Authority and Trust), highly valued in 2025 by Google algorithms.

3. Navigation searches

This type of search occurs when the user already knows where they want to go. For example, if someone searches for “Amazon” or “Instagram login”, their goal is not to discover, but to reach the official website directly. Therefore, these searches focus on the first results and recognizable domains.

For this type of search, it is essential that your brand is well positioned by name and has a strong and consolidated presence. Here, work the branding digital and making sure the site is well indexed is essential.

4. Multimedia searches

In 2025, visual and voice searches have grown exponentially thanks to the use of virtual assistants and technologies such as Google Lens. Nowadays, users often don't want text: they want interactive images, videos or graphics.

If your business has visual products, it is not enough to show photos: all multimedia files must be optimized. This involves naming files correctly, using ALT tags, including contextual descriptions, quickly loading images, and even using current formats such as WebP or AVIF.

To further understand how to optimize visual content for SEO, check out this Search Engine Journal technical guide about image SEO.

How to adapt your SEO strategy to each type of search

Once we understand that each user has a different intention when searching, we can design our positioning strategy with much more precision. This includes:

• Create specific content for each stage of the funnel (information, comparison, decision).

• Invest in Google Ads to capture transactional searches.

• Work on high-value informative content to capture informative searches.

• Boost brand presence to dominate browsing searches.

• Optimize visual files, videos and interactive resources for multimedia searches.

In short, SEO is no longer based only on placing keywords, but on understand how users search, what they need and how we can offer it better than the competition.

Conclusion: Smart SEO for an increasingly complex Google

In 2025, working on positioning on Google requires understanding the different types of searches and adapting the content and structure of the website to those needs. Knowing when to use Google Ads campaigns, when to invest in SEO content, or when to bet on visual elements will make the difference between being on the first page of results or not existing.

If you need support to create an SEO strategy based on search intent, at Amesb we can help you achieve greater visibility, more qualified traffic and better conversions for your business.

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