A new study reveals that nearly half of Google’s AI Overviews link back to Google itself instead of external websites.
This trend signals a stronger “walled garden” effect, where users are encouraged to stay longer within Google’s ecosystem.
Google Keeps Users on Its Platform
SE Ranking analyzed over 100,000 keywords across five U.S. states. Their data shows that 43.42% of AI Overviews link to Google.
Instead of directing traffic to third-party websites, these summaries push users to Google’s own search results and features.
Each AI Overview typically includes 4–6 internal links, mostly pointing back to more Google content.
The Data Behind the Trend
The study tracked AI summaries in California, New York, Texas, Colorado, and Washington, D.C. The pattern remained consistent across regions.
Google.com was the most-cited source in AI Overviews—appearing in 44% of results. No other site came close.
YouTube, Reddit, Quora, and Wikipedia followed far behind, each appearing in only 13% of answers.
More Clicks, Fewer External Visits
Momentic’s research adds another layer. It was found that users clicked 10 on Google before visiting a third-party website.
That’s a sharp contrast to ChatGPT, which generates 1.4 external visits per user. Google only delivers 0.6 per user.
While Google still sends traffic to websites, it’s far less efficient at doing so compared to its AI competitors.
The Bigger Picture for Marketers
AI Overviews now appear in 30% of all search results. That means your content competes in a tighter, more closed system.
Worse, only 3.7% of highly competitive keywords trigger AI Overviews. Easy and mid-tier terms dominate this space.
If your business relies on organic traffic, this shift matters. You must optimize content not just for humans but also for AI-driven formats.
What to Do Next
A smart strategy is to work with an expert. A digital marketing agency in Pasadena, like Cybertegic, understands how to adapt.
They use AI tools and data-driven SEO tactics to ensure your pages stay visible—even inside Google’s walled garden.
Google may be linking back to itself, but that doesn’t mean your brand has to disappear from search.
