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Dofollow Digest #53: AI Mode isn't killing your most valuable traffic

Dofollow Digest #53: AI Mode isn't killing your most valuable traffic

Eric Carrell
December 12, 2025

Hey, it's Eric 👋

There's been a lot of hand-wringing about AI Mode killing website traffic. But new research suggests the fears are overblown, at least for the searches that actually matter to your business.

A study focused specifically on transactional queries (people looking for services, not just answers) shows that 69% of AI Mode sessions still result in website visits. I'll break down what this means for SaaS companies below.

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🔍 DEEP DIVE: AI Mode Isn't Killing Your Most Valuable Traffic

The SEO industry has been sounding the alarm: "AI doesn't send traffic." And the studies backing this claim aren't necessarily wrong. Search is (obviously) changing.

They're just incomplete.

Here's the gap: nearly every study (at least the ones I’ve seen) has focused on informational queries. Yes, if someone wants to know what a basal cell carcinoma looks like, AI will answer that directly. No click needed.

But what happens when someone wants to find a dermatologist to check that mole? That's where it gets interesting.

A new UX study from Sagapixel tracked 52 participants across the US and Canada as they searched for high-involvement services (dentists, dermatologists, Botox providers) in AI Mode. The findings challenge the prevailing narrative.

69% of sessions ended with a website visit.

Only 27% of users felt ready to make a decision based on the AI summary alone. Users aren't looking for AI to tell them what to do. They're using it to build a shortlist of options to evaluate.

The "winner-takes-all" dynamic is fading. In traditional search, ranking #1 meant capturing most of the clicks. In AI Mode, 89% of participants clicked on more than one business. On average, users checked 3.7 results per session. The goal isn't to be the single recommendation. It's to make it into the consideration set.

Reviews also matter more than ever. 74% of users read Google Business Profile reviews before deciding.

What this means for SaaS companies:

The study focused on local services, but the implications extend to B2B. When prospects are actively evaluating solutions (comparing project management tools, researching CRM options, looking for marketing automation platforms) they're not going to let AI make the decision for them. They want to see your site, read case studies, understand pricing.

The shift is from "rank #1 or die" to "be in the top 3-5 and stand out." That changes the SEO calculus. You don't need to bleed resources chasing a single top position. You need to build enough authority and visibility to consistently appear in that consideration set, then let your reputation and content close the deal.

This is where link building becomes even more strategic.

High-quality backlinks from relevant industry sources don't just pass authority. They signal credibility to both search engines and to users evaluating your brand. When you're one of four options in an AI-generated shortlist, having been featured in recognized publications gives you an edge.

The "zero-click apocalypse" is kind of nonsense anyway, but (at least based on this data) it definitely doesn’t seem to apply to businesses. If your traffic relies on "how-to" queries, yes, you should be concerned.

If you're a SaaS company trying to get in front of buyers who are actively looking for what you sell, AI Mode isn't a wall between you and your customers. It's a filter that surfaces the credible options.

The businesses that win here won't be the ones fighting AI. They'll be the ones who understand that while AI can start the conversation, only a trustworthy website can close it.

🔗 LINK ROUNDUP

Til next time,

Eric