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A new study just confirmed what many site owners already suspected. Google searches ended without a click 68 percent of the time in the U.S. during early 2026. That is up from roughly 60 percent just two years earlier.  This shift matters for any website owner. It matters even more for businesses relying on local SEO Services to bring in local customers. AI Mode and AI Overviews are changing how people search. The data behind this change is hard to ignore.  Instead of clicking through to a website, more users get their answer directly inside Google. This guide breaks down what the research found. It also covers why this happened and what businesses can do about it. What the Study Actually Found Research from SparkToro tracked search behavior across millions of U.S. queries. The data came from Similarweb clickstream tracking in early 2026. That 68 percent zero-click rate covers several outcomes.  It includes clicks to organic results, paid ads, and Google-owned properties like Maps or YouTube. So, the real share of traffic reaching outside websites sits even lower than that headline number suggests. AI Overviews now appear on a large share of search results. Because of this, organic clicks took a direct hit wherever those overviews showed up. Separate research found a clear pattern here.  When an AI Overview appeared, organic clicks dropped by roughly 38 to 40 percent on those queries. Zero-click searches on those same queries jumped from about 54 percent to 72 percent. AI Mode pushes this trend even further. Semrush data found something striking. Somewhere between 92 and 94 percent of AI Mode sessions end without any click to an outside website.  AI Mode usage keeps climbing every quarter too. So its overall effect on search traffic will likely grow well beyond what this study captured. Curious how these shifts might already affect your local search visibility? A quick audit from our local SEO services team can show you exactly where you stand. Why This Is Happening Right Now Longer, more conversational search queries feed directly into more AI-generated answers. This pattern keeps accelerating. Google leaned heavily into this approach since AI Overviews first rolled out.  AI Mode takes that idea even further. It handles entire research tasks inside one conversational interface. As a result, users often get a complete answer without leaving the search page at all. AI Mode summarizes, compares, and curates information all at once. Because of this, people spend more time reading inside that summary box. They click through to individual websites far less often.  One usability study tracked real user sessions closely. People spent between 52 and 77 seconds inside AI Mode results on average. That is long enough to read, decide, and move on entirely. Across the sessions studied, the typical number of outside clicks per task came out to zero. Not every search type gets swallowed up the same way, though. Transactional searches still tend to produce clicks. So do branded searches and high-intent local queries. Users often need to visit a specific business site to complete an action.  Booking an appointment or checking a menu are good examples. This distinction matters a lot for local SEO strategy going forward. What This Means for Publishers and Local Businesses Traffic that still makes it through to websites tends to carry more value now. This holds true even though overall volume has dropped. Visitors who click through after seeing an AI summary have already decided something.  They want more detail, or they are ready to take action. Therefore, that smaller slice of traffic often converts at a higher rate than before. Local businesses face a different reality than large content publishers. Local SEO services focus on queries tied to specific locations and immediate intent. Finding a nearby plumber or checking store hours are good examples.  These searches hold up better against the zero-click trend than purely informational queries do. People searching for a nearby business still usually need to visit a website. They might call a number or get directions instead. AI summaries rarely replace that need entirely. Visibility inside AI-generated answers has become its own kind of currency though. Businesses that show up as a cited source often see a real bump in clicks.  One study from Seer Interactive found something notable here. Brands appearing as a cited source earned roughly 35 percent more organic clicks. They also earned 91 percent more paid clicks compared to brands with no citation at all. Adjusting Strategy Without Abandoning SEO SEO has not become useless. It has simply shifted in focus. Ranking well still matters a great deal. However, earning a citation inside an AI-generated answer now carries real weight too.  Structured data helps increase visibility here. Clear, specific local information and strong business profiles help as well. Together, these factors improve the odds of getting pulled into AI summaries. Wondering whether your business shows up where it matters now? Reach out to our local SEO services team. We can give you a clear picture of your visibility across both traditional and AI-generated results. How Businesses Should Respond Diversifying traffic sources matters more now than it did a few years ago. Relying entirely on organic clicks leaves a business exposed. This study just documented exactly that kind of risk.  Building a presence across Google Maps helps spread that risk out. Local directories and platforms customers already use help too. Local and transactional searches still send real clicks. Because of this, detailed local listings pay off more than broad keywords. AI Mode tends to answer generic informational queries on its own anyway.  Consequently, businesses investing in local SEO services often see steadier results. This holds true compared to those chasing generic search traffic alone. Tracking the right metrics matters going forward too. Click volume alone no longer tells the full story. Conversion rates deserve real attention now.  Citation appearances and qualified traffic matter just as much. A smaller number of clicks that convert well can outperform a larger number that never did much.

If you run Google ads, you’ve probably wondered at some point what the AI is really doing with your budget. Google seems to have heard that complaint. On September 23, 2026, it announced two updates for AI Max for Search. One is a new reporting feature in Google Ads. The other is a bigger rollout of a tool called AI Brief. Neither one is a huge overhaul, but both are useful if you want to understand your ads better. Let’s go through them. A Quick Look at AI Max AI Max is Google’s way of letting AI stretch your Search campaigns further. You still set up your ads, but the system can find searches you didn’t think of, adjust your ad text, and send people to the page on your site that fits their search best. That can help you reach more relevant searches. The catch is that advertisers haven’t always been able to see why the system made certain choices, and that’s been a common frustration. What the New Report Will Show Google says AI Max users will soon get one report that follows the whole Search ads journey. It will show the search terms that triggered your ad, the creative assets the person saw, and the exact page they landed on. Until now, you had to dig through different reports and connect the dots on your own. Having it all in one place saves time and cuts the guesswork. It’s also meant to help you better understand how AI Max is performing in your campaigns. It helps you take action too. If certain search terms consistently bring in the wrong traffic, you can use those insights to refine your targeting. If one landing page keeps doing well, you know what to build on. Google hasn’t given a launch date yet. It only said more details will come later this year, so keep an eye out. What AI Brief Does AI Brief runs on Gemini, Google’s AI model, and it lets you guide AI Max by writing in your own words. You tell it about your business, your audience, and the message you want your ads to carry. Then the AI uses that to shape your campaign. It’s a bit like giving a new employee a short guide on their first day. The feature is still in closed beta, which means only some advertisers can use it right now. Google is adding seven languages: Dutch, French, German, Italian, Japanese, Portuguese, and Spanish. For businesses that don’t work in English, that’s a real step forward, since they can write instructions in the language they use every day. Why It Matters A lot of advertisers have felt they were being asked to trust automation without much proof. This update helps with that. The report lets you check results for yourself, and AI Brief gives you a say in how your ads come across. That matters most for small businesses, where every dollar counts. Still, the AI can only work with what you give it. Clear instructions and a well-structured website give the system better information to work with. Check your numbers often and change one thing at a time so you can see what actually made the difference. What About Local Advertising? If you’re a local business, you may also use Google Local Service Ads, so here’s how they differ. AI Max sits inside regular Search campaigns, where you choose keywords and usually pay per click. Google Local Service Ads work another way. They show up at the top of local results, and you typically pay for leads instead of clicks. This update doesn’t change how Google Local Service Ads work. But it does show where Google is heading, which is more automation along with more reporting. If you use both, track them separately and see which one brings in better customers for what you spend. Getting Ready You don’t need to wait for the launch to prepare. Make sure your website clearly explains what you sell and that your prices and contact details are correct. Fresh, accurate website content gives AI Max better information to work with when matching searches, customizing ads, and selecting relevant landing pages. Write a short note about your ideal customer and what sets you apart. That will make your AI Brief much stronger when you get access. And once a month, look through your search terms and cut the ones that waste money. Final Thoughts Overall, this is a welcome change. More visibility and more control are what most advertisers have been asking for. Google is still rolling things out, so the details may shift, but staying informed now will make the switch easier later. Just remember that good tools still need a good plan behind them. If you’d like help with Google Ads, AI Max, or local lead generation, 14K Business Solutions is here for you. Our team can look at your account, explain the numbers in plain terms, and help you build a plan that fits your goals.

If you’ve ever pointed your phone at a pair of shoes to find out where to buy them, you’ve done a multimodal search. Lots of people do this every day now. The problem is that website owners never had a clear way to see it in their reports. Google just fixed that. Search Console now has a filter for searches that start with an image, and it’s worth a look if you care about your traffic. What Google Announced On September 24, 2026, Google announced new reporting for web multimodal search. Before this update, Search Console showed all web searches in one combined view. Now it separates them into text based searches and multimodal searches.  In this report, multimodal search refers to web searches that use an image as part of the query. The new data includes searches made with Google Lens, Circle to Search on Android, images uploaded to Google Search, and Chrome’s right-click option that lets people search an image. Google says the update is rolling out worldwide, so it may take a few days to appear in your account. Where to Find the Data You do not need any special setup. Sign in to Search Console, open Performance, and go to the Search results report. Click the Search type filter at the top and choose Web: multimodal. You will then see clicks and impressions from image based searches. You can also view the numbers by page, country, device, and date. The same filter is available in the Generative AI features report, giving you another way to understand how your content appears in supported Google AI features. The rollout began globally on September 24, so it may take some time for data to appear, especially if your site receives little multimodal search traffic. Why This Update Matters Image searches can come from people trying to identify, find, buy, or learn more about something they see. Someone who takes a photo of a chair or a broken appliance part usually wants to find it, buy it, or fix it soon. If your page appears for that search, you reach a person with real interest.  The new report helps you see which pages are getting that attention. You might find that one product page or a set of photos brings in more visits than you expected. It also shows that search is becoming more visual, so the images on your website now play a bigger role in how people find you. How Local Businesses Can Use It For shops, restaurants, clinics, and service companies, this can be very useful. Multimodal search can also be relevant to local businesses, especially when people use tools such as Google Lens or Circle to Search to identify products, places, or things they see around them. Businesses that use Local SEO Services can look at this data next to their Google Business Profile, reviews, and location pages to see how customers really find them. For example, a bakery may learn that photos of its wedding cakes bring in more image based visits than its regular menu page. The owner can then add more cake photos, write better descriptions, and make ordering easier. Ways to Get Your Website Ready The best place to start is your images. Use clear, useful photos that accurately show your products, services, team, or location rather than relying entirely on generic stock imagery. Give each image file a simple name that describes it, and write short alt text that explains what is in the picture. Place important images near relevant text that explains what the image shows and gives users useful context. Mobile performance still matters, particularly for searches involving smartphone cameras and Circle to Search. It also helps to keep your business name, address, and phone number the same everywhere online. This is a basic part of good local SEO services, and it makes it easier for nearby customers to find you. Once a month, check the multimodal report and see which pages are getting impressions. Improve those pages first, since they already have some visibility. Limits You Should Know About Multimodal data is a good start, but it won’t answer every question. Google puts Lens, Circle to Search, image uploads, and Chrome image searches into one bucket, so you can’t tell which one sent the visit. You also can’t always see which photo started the search, which makes it hard to know exactly what caught someone’s eye. Google hasn’t added the multimodal split to the Search Console API yet, so any dashboards you’ve built with API data won’t show it for now. Keep it separate from your old Google Images numbers too, since the two measure different things. Use these clicks and impressions as a rough guide for your SEO planning, then check your website analytics to see whether those visitors actually call, buy, or book. Final Thoughts Multimodal search reporting gives SEO marketers a clearer view of a growing part of search. Take a little time to check the new filter, review your images, and make small improvements where you can. If you would like expert help turning this data into more customers, 14K Business Solutions is here to support you with Local SEO Services that fit your business goals.

Google doesn’t work the way it did a few years ago. Type in a question now and there’s a good chance you’ll get an answer before you even click anything. That answer can appear prominently in the search results, generated by AI and pulling together information from across the web. It’s called an AI Overview, and for local businesses, it’s added a new layer to how people discover businesses online.  If your business isn’t showing up in these AI-powered results, you could be missing another opportunity to get in front of people searching for what you offer. What Google AI Overviews Actually Are Someone searches “bakery near me” or “plumber open now,” and instead of ten separate links. For some searches, Google may show an AI-generated overview alongside its usual search features. It grabs bits of information from different sources across the web and presents it in one AI-generated response. That’s great for the person searching. For business owners, though, it means the competition isn’t just about ranking anymore. It’s all about making your business information clear, accurate, and useful wherever Google may surface it. Why Local Businesses Can’t Ignore This Most local searches come from people who are close to making a decision, maybe picking where to eat tonight or who to call about a leaking pipe. AI Overviews add another layer to that decision process by surfacing information before users reach the traditional results. That’s part of why more owners have started looking into Local SEO Services Philadelphia, making sure their listings, website, and business information are accurate, consistent, and easy for Google to understand. How Google Decides What to Show There isn’t a published formula for getting a local business into an AI Overview, but the basics of local visibility still matter. A complete and accurate Google Business Profile helps people find the right information about your business. Reviews matter for local search too. And if an old address or phone number is still floating around online, it’s worth cleaning up so customers aren’t finding conflicting information. Fixing exactly this kind of thing is usually where a solid Local SEO Services Philadelphia team starts. Reviews Matter More Than They Used To Reviews aren’t just about winning over customers. They also matter for local search visibility. Google says more reviews and positive ratings can help a business’s local ranking, so genuine customer feedback is worth paying attention to. If it’s been a while since you asked a happy customer for a review, that’s worth changing soon. Replying matters too, especially because it shows customers that you value their feedback. Writing a Website That AI Can Actually Use Your website hasn’t lost its importance, it’s just being read differently now. Google’s AI is trying to figure out what you do and who you serve, and it does that by scanning through your pages. Plain, clear writing tends to win out over pages stuffed with keywords trying to game the system. Write for the person who’s actually going to read it, not for some algorithm. That’s the same advice you’d hear from almost any decent Local SEO Services Philadelphia provider, and it holds up better than chasing shortcuts. Keeping Your Business Details Current A lot of owners forget to update the basics, hours, service areas, contact info. Google uses this kind of business information from multiple sources to understand and display your business accurately, and if something’s missing or wrong, it can make it harder for Google and customers to understand your business correctly. Going back every few months to check your listing, update photos, and confirm your hours are still correct can make more of a difference than people expect. Small Mistakes That Add Up Plenty of businesses set things up once and never look back. That used to be fine. Not anymore. Duplicate listings, an old phone number still floating around, mismatched addresses across different sites, these all send confusing signals to Google. Ignoring bad reviews instead of responding calmly is another slip that costs more than it seems. Staying on top of these details, even the small ones, helps keep your local presence steady. Where Local Search Seems to Be Headed AI Overviews aren’t a passing trend. They’re likely to show up even more often and give local businesses good reason to pay attention to how search continues to evolve. Businesses that start adjusting now will be in a much better spot later than those waiting to see what happens. None of this needs a total overhaul either. Small, steady changes, updating your profile, gathering honest reviews, tightening up your website copy, tend to add up faster than most people think. Final Thoughts AI Overviews have reshaped how people find local businesses, and keeping up with that takes a little more attention than it used to. Still, the basics haven’t really changed. Accurate information, honest reviews, and a website that actually helps real people still carry the most weight. If you’d rather have someone handle all this for you, 14K Business Solution is here to help.