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Good point and 15% is indeed much, but the question would be what "unique" means. If it means that the exact same character sequence appeared for the first time, it doesn't mean that the users searches for a term that has never been searched for.

I mean with the newest advantages like machine learning it's more and more possible to _semantically_ link queries. If that's the case, those 15% could become 5% truly unique searches or even less.

"how dumb is trump" and "how dumb is donald trump" are two different searches but they semantically belong together because they mean the same.

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