Anonymized queries have been found to make up nearly half of Google Search Console traffic, a phenomenon that has significant implications for SEO strategies and data analysis in various industries. According to recent studies, anonymized queries accounted for 46.77% of all traffic recorded in Google Search Console properties in April 2025, with this number expected to grow even higher as AI changes the way people search.

Google's classification of anonymized queries is intentionally broad, and its definition states that these are searches made by fewer than a few dozen users over a two-to-three month period. This means that if a specific phrase is searched by less than 30-40 users within any rolling two-to-three month window, Google will not show it in the Search Console query report.

What Happened

Ahrefs analyzed 22 billion clicks across 887,534 Google Search Console properties and found that anonymized queries accounted for a significant portion of traffic. This analysis revealed that the number of anonymized queries has been increasing over time, with 46.08% in 2022, 45.02% in April 2024, and 46.77% in April 2025.

The study also found that websites with lower traffic and higher traffic seem to be missing more data, likely due to the presence of long-tail or niche/proprietary terms that are more likely to be anonymized. This phenomenon is further complicated by Google's decision to remove the maximum word count on searches, allowing users to enter longer queries that may not be tracked.

Background and Context

Google's classification of anonymized queries has been criticized for being overly broad, with some arguing that it masks important data. In a separate regulatory context, Google defined anonymous queries as those searched fewer than 30 times in the past 13 months by 30 separate signed-in users under the EU's Digital Markets Act (DMA). This definition provides more data than what is shared through Search Console.

The CEO of DuckDuckGo published research estimating that Google's DMA methodology omitted approximately 99% of all longtail queries from the shared dataset. This highlights the limitations and inconsistencies in Google's approach to anonymized queries.

Why It Matters

Anonymized queries have significant implications for SEO strategies, data analysis, and business decision-making. With nearly half of traffic going untracked, website owners and marketers are left with incomplete data that can compromise keyword alignment, customer intent analysis, and competitiveness.

This phenomenon is particularly concerning for emerging businesses focusing on specificity and personalization, as they rely heavily on accurate data to inform their strategies. The loss of query data also hinders content targeting and obscures key customer insights, making it challenging for businesses to stay competitive.

What Comes Next

Ahrefs has built an Anonymous Queries report to help close the gap and provide website owners with some insight into these anonymized queries. This tool mashes GSC data with Ahrefs' own data to show terms where a website ranks, but these searches weren't reported in GSC.

As AI continues to change the way people search, it is likely that the number of anonymized queries will continue to grow. Website owners and marketers must adapt their strategies to account for this phenomenon, leveraging tools like Ahrefs and adopting AI-driven platforms for keyword discovery.

Key Facts

  • Anonymized queries accounted for 46.77% of all traffic recorded in Google Search Console properties in April 2025.
  • The number of anonymized queries has been increasing over time, with 46.08% in 2022 and 45.02% in April 2024.
  • Google's classification of anonymized queries is intentionally broad, masking important data.
  • Websites with lower traffic and higher traffic seem to be missing more data due to long-tail or niche/proprietary terms.
  • Ahrefs has built an Anonymous Queries report to help close the gap and provide website owners with some insight into these anonymized queries.