Google AI Mode drives traffic on 69% of transactional queries: What marketers should do

New data shows Google’s AI Mode is sending traffic on 69% of transactional queries — a development that reshapes how businesses should approach SEO for high-intent searches. This post summarizes the findings reported by Search Engine Land and offers practical recommendations for SEOs and local businesses to adapt.

Why this matters

Transactional queries—searches where the user has clear commercial intent (for example: “dentist near me,” “botox provider,” or “dermatologist”)—have historically been among the most valuable organic opportunities for driving revenue. The new figure (69%) indicates that AI Mode is influencing the majority of these queries, but not necessarily eliminating site visits. Instead, AI Mode appears to guide users through multiple options, often leading them to evaluate several businesses before choosing one.

Key takeaways from the Search Engine Land report

• AI Mode sends traffic on roughly 69% of transactional queries, according to the report from Search Engine Land.
• Users tend to explore multiple listings during transactional searches; the data shows an average of nearly four results reviewed per session.
• Social proof, especially reviews, remains a major influence on click behavior—quality and quantity of reviews can influence inclusion in AI-driven consideration sets.
• Google Search Console now includes AI Mode-related impressions, clicks, and positions in its performance reports, though AI Mode data is blended into existing totals rather than broken out separately.

Analysis and implications for SEOs

This 69% figure changes the narrative from “AI will steal all clicks” to “AI redirects and re-shapes the click journey.” AI Mode acts as a facilitator: it synthesizes results and surfaces options, which can increase the number of businesses a user considers. For SEOs this means three things:

1. Being in the top organic spot remains valuable, but being part of the top 3–5 consideration set is now critical.
2. Reputation signals (reviews, local citations, GMB/Google Business Profile optimization) have bigger leverage when AI Mode compiles and ranks options.
3. Structured data and clear, action-oriented content increase the chance that AI Mode will surface your business as a credible option.

As Search Engine Land’s Barry Schwartz observed, “Google AI Mode is now responsible for sending traffic on nearly seven out of ten transactional searches, signaling a major evolution in search behavior and ranking dynamics.” This underscores the need to treat AI Mode as a distribution channel that requires optimization, not just a threat to clicks.

Actionable recommendations (five practical steps)

1) Monitor AI Mode impact with Search Console and analytics

Start by reviewing Search Console performance reports for changes in impressions and clicks after AI Mode rollouts. Look for shifts in query behavior, relative position changes, and unexpected drops in CTR for transactional keywords. Combine Search Console insights with analytics events (calls, booking form submissions, phone-click tracking) to measure real conversions rather than raw click counts.

2) Prioritize review generation and reputation management

Encourage satisfied customers to leave reviews on Google and industry-specific platforms. Respond to reviews promptly and use schema markup (Review, AggregateRating) to make review data easily consumable by Google’s systems. Reviews strengthen your chance of being included in AI-curated lists.

3) Optimize for AI-friendly snippets and structured data

Use schema for LocalBusiness, Service, FAQ, and HowTo where applicable. Ensure NAP (name, address, phone) consistency and implement clear, scannable content that answers common transactional queries succinctly. AI systems favor well-structured, authoritative content when compiling answers.

4) Test content and messaging for consideration-stage behavior

Since users often compare multiple providers, craft landing pages that address comparative questions, pricing transparency, trust signals, and clear CTAs. Run A/B tests on hero messaging and lead forms to determine which elements increase conversions when users arrive through AI-guided paths.

5) Blend organic efforts with targeted paid campaigns

Where AI Mode reduces organic clickthroughs or changes the decision funnel, consider bidding on high-intent transactional queries to guarantee visibility. Local Service Ads and performance max campaigns can complement organic presence and capture demand at the point of decision.

Measuring success and next steps

Shift your KPIs from solely clicks to a mix of consideration metrics: visibility in Search Console (impressions), branded query growth, review velocity, and conversion events like calls or bookings. Use experiments and local rank tracking to see how AI Mode affects visibility across query types and geographies. Regularly audit structured data and review profiles to ensure information pulled by AI systems is accurate and compelling.

For local and transactional businesses, the takeaway is clear: AI Mode changes the path but not the destination. By earning a place in the consideration set through reputation, structured data, and conversion-optimized pages, you can capture high-intent users even as AI continues to influence how results are presented.

Read the original Search Engine Land article for the full report: https://searchengineland.com/google-ai-mode-traffic-transactional-queries-data-465604

Quote attribution: “Google AI Mode is now responsible for sending traffic on nearly seven out of ten transactional searches, signaling a major evolution in search behavior and ranking dynamics.” — Barry Schwartz, Search Engine Land