Amid concerns that Google AI Mode is harming website traffic, especially for small businesses that depend on organic search, new data suggests a different perspective. A recent study cited by Search Engine Land reveals that 69% of AI Mode sessions for transactional queries ended with a click to a website.
This finding is significant. It challenges the idea that AI search will eliminate web traffic, at least for high-intent, transactional searches like services, bookings, purchases, and appointments. Instead, AI Mode seems to be changing how users find businesses, shifting the focus from “who ranks #1” to “who is included in the consideration set and earns trust.”
Here’s what the data shows and how businesses should respond.
What the Study Found
- 69% Click-Through Rate on Transactional Queries
The study tracked 52 participants in the U.S. and Canada searching for high-involvement services such as dermatologists, dentists, cosmetic treatments, and other needs. In 69% of these sessions, participants clicked through to one or more websites to explore options.
So, unlike purely informational queries where AI summaries often satisfy users without clicks, transactional intent still leads to actual site visits.
- The Consideration Set, Not Just the Top Result
Traditional SEO taught us to aim for the #1 position to gain the most clicks. However, user behaviour in AI Mode tells a different story. In this study:
- 89% of participants clicked on more than one business listing.
- On average, each session included about 3.7 businesses reviewed before making a decision or contact.
In other words, being first may not guarantee conversion anymore. What matters more is being among the top few options in the consideration set.
- Most Users Scroll, Not Just View the Top Result
Contrary to the belief that people only glance at the top result, 84% of users in the study scrolled through several options before deciding to click.
This indicates that visibility across the first few listings, rather than just #1, is still important.
- Social Proof Outweighs Visuals
Interestingly, while many businesses believe that strong visuals like photos and storefront images are essential for attracting clicks, the data showed otherwise: only about 21–24% of users even looked at photos in business profiles.
What truly drove clicks was social proof. Approximately 74% of users read reviews or ratings before selecting a business.
What This Means for SEO, Local Businesses & Marketers
- Transactional + Local SEO Still Matters — Maybe Even More Now
If your business provides a service, such as local appointments or bookings, this data indicates that AI Mode is not a death blow. It’s a new chance. Being visible and trusted is more important than ever.
Optimize your Google Business Profile, encourage reviews, maintain accurate information, and ensure your site has clear calls to action.
- Build for the “Consideration Set,” Not Just #1
Instead of putting all your effort into ranking first, aim for a spot in the top 3–5. This involves diversifying keyword targets, optimizing service area pages, leveraging local SEO, and building authority signals.
- Reputation & Trust Are Now Critical Signals
As many users skip images and head straight to reviews and ratings, businesses should treat their online reputation as a valuable asset. Encourage satisfied customers to leave honest reviews. Respond to feedback and keep your public profile trustworthy.
- Content Strategy Should Shift Toward Actionable, Trust-Building Pages
For transactional queries, pages that clearly communicate value, social proof, and easy conversions perform better than lengthy informational content. Focus on service pages, case studies, testimonials, and clear pricing or offers.
- The Decline in Informational Clicks Isn’t the Full Story
Many studies that highlight significant traffic drops focus only on informational searches. This new data shows that while informational content may be impacted under AI Mode, transactional queries continue to drive meaningful traffic. Your SEO and content strategy should reflect this distinction.
Strategy Recommendations: What to Do Next
- Audit all transactional keywords, including geography, service, and intent (e.g., “best dentist near me Delhi,” “dermatologist for acne treatment”). Optimize those pages first.
- Maximize reputation signals. Encourage reviews and ensure accurate name, address, and phone information. Update business hours and services, and clearly display trust badges or certifications.
- Optimize for clicks, not just rankings. Use strong calls to action, easy contact and booking buttons, clear value propositions, a fast-loading site, and a mobile-friendly design.
- Diversify your presence. Aim to be included in the consideration set across multiple platforms: Google Maps, local directories, social media profiles, and your own website.
- Track actual conversions, not just clicks. Use phone-click tracking, form submissions, booking completions, or CRM events to measure impact rather than relying only on click-through numbers.
Final Thought
Yes, AI-powered search changes the game. However, for many service-oriented or local businesses, it’s not the end of the game. The rise of AI Mode highlights a shift from “highest rank equals win” to being trusted, visible, and credible among several good options.
If you understand this shift and adjust accordingly, focusing on reputation, clarity, ease of conversion, and being part of the consideration set, AI Mode is not the end of SEO. It’s a wake-up call.
Frequently Asked Questions: Google AI Mode
What does “69% of transactional queries send traffic” mean?
It means that in a user study, 69% of sessions where individuals used Google AI Mode to search for services like dentists or dermatologists resulted in at least one click to a business website.
Does this mean Google AI Mode doesn’t hurt website traffic?
Not completely. It means traffic from transactional searches is still strong, but for informational content, traffic drops remain significant.
Why are users still clicking even with AI’s summaries?
Google AI Mode acts as a discovery tool. It brings up multiple businesses, allows users to compare, and then they click to decide. It forms a consideration set rather than providing just one answer.
Does ranking #1 still matter in AI Mode?
Less than before. Since many users click on multiple options, being in the top 3–5 is more valuable than just holding the #1 position.
What factors influence whether AI Mode sends traffic?
Reviews, reputation, the completeness of business profiles, clear service descriptions, location relevance, and trust signals seem more important than flashy photos.
Are informational websites struggling under Google AI Mode?
Often, yes. If their content is purely informational, AI tends to answer those queries directly, leading to fewer clicks for many articles or guides.
Should I shift all focus away from blog content to service pages or local SEO?
For businesses with transactional intent, yes. Prioritizing service pages, local SEO, and content that encourages conversions is wise. However, some blog content may still be effective for long-tail, niche topics.
How should businesses measure success under AI Mode?
Use conversion metrics like phone calls, bookings, and form submissions, not just clicks or page views.
Does AI Mode traffic appear in Google Search Console?
Yes. Since mid-2025, Google has confirmed that AI Mode clicks, impressions, and position data are included in Search Console reports.
How can small/local businesses compete under AI Mode?
By strengthening their business profiles, gathering reviews, keeping accurate information, and optimizing for local transactional queries—while aiming to be featured in the top 3–5 of AI Mode’s consideration set.