A recent study by SE Ranking has revealed that Google’s generative AI search tools tend to direct users back to Google-owned services like Google Search and YouTube, rather than third-party publishers. This behavior, observed in Google’s AI Mode, often leads users into a cycle of consecutive Google searches, showcasing the tech giant’s preference for promoting its own platforms.
Website owners and publishers who rely heavily on Google Search for traffic have expressed concerns about the decline in visitors, attributing it to Google’s emphasis on AI summaries within search results, including AI Overviews and AI Mode. Liz Reid, Google’s head of Search, has defended these AI tools, stating that they drive quality clicks to external sites despite the loopback trend.
SEO expert Mordy Oberstein noted that around 17 percent of AI Mode citations now redirect users back to Google, a significant increase from the previous year. Notably, YouTube, a Google subsidiary, is the second most cited website within AI Mode.
Particularly in categories like Entertainment and Travel, AI Mode heavily favors Google citations, with approximately half of the citations in these niches leading back to Google Search results. This behavior was evident when querying AI Mode for insights on the 2026 Oscars, where hyperlinks to top-contender movies directed users to Google results.
While some third-party source links were included in the AI Mode output, the dominance of Google-owned services in citations raises questions about the tech giant’s prioritization of internal platforms over external content.
Source: WIRED