I’ve explored recent UX testing that reveals Google AI Mode doesn’t eliminate high-value clicks. Users still visit websites when choosing services like doctors and dentists.
In the SEO world, there’s a prevailing belief: Google’s AI Mode fails to drive traffic. The worry is that if it becomes the default search tool, websites might miss out on crucial clicks.
However, there’s a catch—most studies highlighting traffic loss focus on informational queries.
Imagine someone curious about the appearance of basal cell carcinoma; AI might indeed reduce those clicks.
But what about when someone needs to book an appointment with a dermatologist?
No studies had ventured into this territory yet, so I took the initiative.
I conducted the first UX study focusing on transactional intent within AI mode, observing 52 participants across the U.S. and Canada over nearly 22 hours as they searched for high-commitment services.
Here’s what I uncovered.
1. 69% of AI Mode Users Visited a Website
During transactional searches, such as finding a dentist or dermatologist, 69% of sessions in AI Mode led to a website visit.
Through our study, only 27% felt “ready to make a decision” solely from the AI summary, with 4% checking traditional Google Search and social media for more info.
Users rely on AI Mode to form a consideration set rather than to follow its directive blindly.
2. Being Ranked #1 Isn’t the Ultimate Win
For decades, holding the top SEO spot was like hitting the jackpot.
AI Mode has redefined this dynamic: in our study, 89% of users clicked on multiple businesses.
Users aren’t looking for just one suggestion; they want a selection to consider. On average, participants checked 3.7 results per session, and only 10% looked at just one business.
This shift is enormous.
You no longer need to expend all efforts to be at the top but rather aim to secure a spot within the top three to five results. Clicking the competitors is common, too.
3. 16% of Users Trust Above-the-Fold Content
It’s often assumed users don’t scroll.
This isn’t true for AI Mode users. 84% of participants scrolled down to explore options.
Because AI results are seen more as curated lists, users are keen to browse and find the best fit.
4. Reviews Outweigh Photos in Influence
Only 21% of users looked at photos in Google Business Profiles, even for services like Botox, which saw a slight increase to 24%.
What’s the main draw for clicks? Social proof.
74% of users read reviews before deciding, emphasizing the weight of textual information over visuals.
The Verdict: AI Mode Won’t Take All Your Traffic
Crucially, AI Mode won’t strip you of your most valuable traffic: those ready to invest in your services.
With AI Mode, it’s essential to reframe how we view SEO goals:
- Old goal: Rank #1 or risk being overlooked.
- New goal: Aim for the top 5 and secure the click with strong social proof (via reviews).
If your business depends on ‘how-to’ traffic, there might be cause for concern.
However, if you’re a local business leveraging local SEO, remain calm.
The study: 69% of Transactional Searches in AI Mode Drive Traffic
Inspired by this post on Search Engine Land.
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