Google’s AI-powered search feature is increasingly directing users back to Google’s own services instead of outside websites.
A new study from SEO analytics firm SE Ranking finds that Google’s “AI Mode” frequently cites Google.com and other Google-owned platforms when answering user queries.
According to the analysis, Google.com is now the most cited source in AI Mode responses, jumping from 5.7% of citations in June 2025 to 17.42% by February 2026.
The figure is also greater than the next six sources combined, including YouTube, Facebook, Reddit, Amazon, Indeed and Zillow.
Researchers say the pattern often leads users deeper into Google’s ecosystem.
“In many cases, AI Mode actually sends users back to another Google search or a Google-owned property.”
The study also finds that Google.com dominates citations across most types of search queries.
According to SE Ranking, Google ranks as the top-cited source in 19 of the 20 content categories analyzed, including travel, entertainment, real estate, technology and finance.
The researchers say the result is that users interacting with AI Mode are increasingly likely to remain inside Google’s own network of services rather than navigating to independent websites.
You can read the full report here.
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