Google’s AI Mode has been getting a lot of heat for ‘killing clicks’ by answering users’ questions directly, eliminating the need to click through to websites. These conversations focus almost entirely on informational searches, e.g. “What’s the difference between a cold and flu?” or “How to set up Google Business Profile?” Yes, AI impacts those clicks. But what about when someone’s actually looking to do business with you?
Sagapixel’s new UX study’s findings paint a very different picture from the zero-click narrative. The study shows that transactional searches – the high-intent searches that lead to customers, bookings, and revenue – still send traffic. They spent nearly 22 hours watching 52 people across the US and Canada search for local dentists, dermatologists, and Botox providers using Google’s AI Mode.
These weren’t casual ‘nice to know’ searches – they were people ready to book appointments and spend money. The result: 69% of participants clicked through to a website.
AI Summaries Alone Don’t Close the Deal
What the data actually shows:
- 69% clicked through to a business website before choosing a provider
- Only 27% felt ready to make a decision based on the AI summary alone
- The remaining 4% ended up relying on traditional Google Search and turning to social media profiles to make a decision
- 89% clicked on more than one business
- The average person checked 3.7 different options before making a decision
- 84% scrolled below the fold to find answers, showing that placement isn’t everything
- 74% read Google Business Profile reviews, while only 21% looked at photos.
AI is reshaping how people navigate search, not replacing the process entirely. When it comes to transactional searches, AI Mode operates like a personal assistant, helping users create a shortlist of businesses worth investigating. And when the search matters, people still visit real sites, and they compare options more than ever.
A Few Clear Patterns Emerge
Search is becoming a curation experience, not a single-answer hunt.
AI Mode is effectively a pre-filter. Users don’t want one winner – they want a shortlist. People aren’t asking AI to tell them which dentist to book. They’re using it to curate a consideration set of quality options, then doing their own research to decide who feels right. Appearing in the top 3-5 options is now more important than being number one in search results.
Trust factors matter.
Reviews, ratings, and reputation cues matter more than photos, heavily influencing clicks. AI accelerates discovery, but users still rely on social proof.
Websites still play the ‘decision’ role.
AI Mode reduces noise, but it doesn’t replace browsing. Users still need to validate the provider, check services, review pricing, and get a feel for credibility.
Consideration Optimisation
If you’re a local or service-based business, this is good news. The clicks that matter (the ones that become enquiries and revenue) haven’t gone anywhere. Instead of chasing position one, your goal becomes earning a place in that crucial consideration set. Once you’re there, your ability to convert depends less on where you rank and more on how trustworthy you appear.
The shift highlights three priorities:
- Be in the consideration set. If AI Mode pulls from the top 3-5 businesses, you need strong SEO foundations: relevance, authority, structured content, and local signals.
- Optimise your Google Business Profile. Reviews drive action. Accurate data and strong social proof can make you more attractive than competitors in the AI-generated shortlist.
- Strengthen your site for the ‘final decision’ moment. Your website is no longer where the search starts – it’s where the trust is won. Clear content and value propositions, good UX, and strong messaging directly influence conversions.
People want to feel confident about important decisions. AI can start the conversation by filtering out the noise, but the businesses that win the click will be the ones with a strong SEO strategy, a well-optimised Google Business Profile, high-quality reviews, and pages that reinforce trust instantly.
The Last Word
While traditional SEO gets you found, GEO (Generative Engine Optimisation) ensures you’re presented in the best possible light when AI curates options for potential customers. If you’re wondering what this means for your business specifically and how to connect more meaningfully with the people who need what you offer, get in touch with the Herdl team.