Google’s AI Mode increased citations to google.com by 8.4x in about two months, making it the No. 2 cited domain in Profound’s tracking.

The increase came almost entirely from Google Business Profiles and Product Knowledge Panels, according to Profound. Those Google-hosted cards now appear within AI Mode answers for many local and product searches.

Google cards moved up. AI Mode now surfaces Google Business Profiles as inline panels for local-intent queries.

These panels can display a business’s hours, photos, location, and reviews before users reach the company’s website. Profound said the shift makes the Google-hosted profile the first page many users see.

Local categories led. The change was strongest in industries where local intent drives revenue, including:

  • Hospitality and travel
  • Home services
  • Restaurants and dining
  • Real estate
  • Healthcare

Product panels gained ground. Product searches also shifted toward Google-hosted results. Queries about comparisons, compatibility, or specifications increasingly surfaced Product Knowledge Panels instead of direct links to ecommerce or brand websites, Profound said.

Why we care. Your Google-hosted profile may shape a user’s first impression before they ever reach your website. Missing hours, outdated photos, incomplete information, or poor reviews can cost you the click before users visit your site.

About the data. Profound tracked AI Mode citation share from April 15 through June 30, analyzing more than 32 million google.com/searchviewer instances.

The report. Google AI Mode’s shift to citing itself

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Danny GoodwinDanny Goodwin
Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.


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Last Update: July 15, 2026