Lancashire Agency reveals 98.7 per cent of Google searches now feature SERP Enhancements

Studio 36 Digital’s national study finds traditional organic search results almost extinct.

Lancashire-based digital marketing agency Studio 36 Digital has released a landmark study showing that 98.7% of Google searches in the UK now display enhanced search features such as AI summaries, visuals, and interactive question boxes.

The research, titled “98.7 per cent of UK Searches Display SERP Features: 2025 Study”, analysed 1,000 high-volume UK keywords representing over 404 million monthly searches across 22 industries, and found that traditional organic listings now appear alone in just 1.3 per cent of searches.

The findings confirm what many in the digital marketing sector have suspected: the traditional “ten blue links” era of Google search is effectively over.

A Changing Search Landscape

Studio 36 Digital’s research team, based in the North West, used data from the Ahrefs API to track the appearance of key search engine results page (SERP) features such as “People Also Ask” boxes, Local Packs, image and video carousels, sitelinks, and AI-generated overviews.

The results highlight a major shift in how UK users find and interact with information online.

• 98.7 per cent of searches now include at least one SERP enhancement
• 74.8 per cent display “People Also Ask” question boxes
• 19.4 per cent include AI-generated summaries
• 50.3 per cent show image thumbnails and 14.5 per cent include videos
• 84.2 per cent feature brand sitelinks
• The average search result page now contains 3.5 different feature types

Andrew Witts, director and SEO specialist at Studio 36 Digital, said: "For UK businesses, this means SEO isn’t just about ranking anymore. Visibility depends on appearing across multiple result types, from AI summaries and visuals to local packs and question boxes.”

Implications for UK Businesses

The study warns that zero-click searches, where users get answers directly on Google without visiting any website, are rapidly increasing.

This means many brands may be visible but not receiving clicks if they don’t adapt their strategy.

Studio 36 Digital recommends that businesses focus on:

• AI Overview optimisation — writing clear, authoritative content that AI systems can confidently summarise.
• Local SEO — optimising Google Business Profiles to appear in the top three local pack results.
• Visual content — using image and video SEO to gain visibility in multimedia carousels.
• Question-based content — targeting “People Also Ask” queries and FAQ schema to secure on-page exposure.

“Businesses that rely solely on traditional SEO tactics are losing ground,” added Andrew Witts.

“To succeed in 2025 and beyond, you need to appear in the features Google is actually showing, not just on page one.”

A Global Trend, Analysed Locally

While similar global studies by Ahrefs and Semrush have identified a rise in AI and rich results, Studio 36 Digital’s research is the first large-scale UK-focused analysis, providing an important benchmark for domestic brands.

The team says the results reflect Google’s push towards AI-powered, zero-click, and visual-first experiences, and that businesses in Lancashire and across the UK must adapt quickly to maintain visibility.

Full Report Available

Read the full 2025 UK SERP Study by Studio 36 Digital.

The report includes sector-level insights, visual data, and predictions showing how AI Overviews could appear in 30–35% of searches by 2026, while traditional organic listings continue to decline.

 About Studio 36 Digital

Based in Lancashire, Studio 36 Digital is an award-winning digital marketing agency specialising in SEO, website design, and data-led digital strategy.

The agency supports businesses across the UK with affordable, high-impact marketing campaigns backed by evidence, analytics, and local expertise.