Google is increasingly relying on its own platforms to answer questions in Google AI Mode, according to a recent report from AI visibility platform Profound.
The report found that Google.com is now the second most-cited domain in Google AI Mode, with its citation share increasing 8.4 times between April 15 and June 30. Most of that growth comes from two Google-owned platforms:
- Google Business Profile cards for local searches
- Product Knowledge Panels for shopping and product-related searches
Rather than directing users to a business’s website, AI Mode is more frequently citing these Google-hosted information panels to answer questions.
Local and Product Searches Are Driving the Trend
The report found that the biggest increase in Google citations occurred for local and product searches.
For local searches, AI Mode often references information pulled directly from a business’ Google Business Profile. Industries seeing the greatest growth include:
- Hospitality and travel
- Restaurants and dining
- Home services
- Real estate
- Healthcare
For ecommerce searches, Google is increasingly surfacing Product Knowledge Panels when users compare products, check specifications, or look for compatibility information. Instead of linking directly to a retailer or manufacturer, AI Mode may present information from Google’s own product database.
This Trend Has Been Building for Some Time
This isn’t the first indication that Google is favoring its own properties in AI-generated search results.
Previous industry research has shown that Google’s AI experiences, including AI Overviews,, have consistently referenced Google Search, YouTube, and other Google-owned properties. The latest findings suggest this pattern is becoming even more prominent as AI Mode continues to roll out.
What This Means for Businesses
Although some marketers may worry that more Google citations mean fewer visits to their websites, the reality is more nuanced.
Many of the Google properties appearing in AI Mode are built using information that businesses manage themselves. Your Google Business Profile includes details such as your business hours, reviews, photos, services, and contact information, while Product Knowledge Panels rely on accurate product data and feeds.
In other words, Google may not always send users directly to your website but it may still be showcasing information that you manage.
At RW Digital, we see this as another sign that SEO, particularly local SEO, plays a vital role in AI search.
Businesses should continue investing in high-quality website content and technical SEO and prioritize assets that are included in Google’s AI experiences, including:
- Maintaining an accurate and complete Google Business Profile
- Encouraging authentic customer reviews
- Uploading fresh photos and business updates
- Keeping eCommerce product feeds accurate and up to date
While AI search continues to change, the fundamentals remain the same. Businesses that provide Google with accurate, consistent, and helpful information, whether through their website, Google Business Profile, or eCommerce product feeds, will be in a stronger position to be discovered online.
