Google Enhances Local Insights with ‘Chat Clicks’ and Guides Businesses for AI-Driven Search

Caryn Costanza

Google Adds ‘Chat Clicks’ Metric to Business Profiles

The News Google Business Profiles have rolled out a new metric: Chat Clicks, now featured prominently in performance analytics. This metric specifically tracks user interactions with the chat function directly from Google’s local and map search results.

It remains unclear if “Chat Clicks” replaces or supplements the previous “Message Clicks” metric. Regardless, its introduction highlights Google’s increasing emphasis on real-time, direct customer engagement.

What This Means Chat Clicks are more than just statistics; they’re direct signals indicating active customer engagement with your business. Google interprets this engagement as proof of relevance and trustworthiness, crucial factors that boost your visibility in local search results.

Beyond search rankings, Chat Clicks represent tangible customer interactions. Each click signals an interested potential customer, offering valuable insights into customer preferences and questions. Monitoring these interactions allows businesses to refine messaging strategies, enhance responsiveness, and elevate overall customer service, ultimately driving stronger engagement and higher conversion opportunities.

Google Offers Official Guidance for AI-Driven Search Features

The News Google is shifting more fully toward AI integration in search results, as evidenced by recent guidance on optimizing for two new features: AI Overviews and AI Mode, detailed in Search Engine Journal. AI Overviews provide concise topic summaries designed to offer context and boost the quality of web traffic, with Google reporting longer user visits from clicks via these summaries.

This evolution means traditional traffic metrics may no longer fully capture success. Instead, the emphasis is now increasingly on traffic quality and engagement.

What This Means Preparing for AI Overviews and AI Mode doesn’t mean starting from scratch. Google’s AI-driven search still prioritizes fundamental SEO practices—high-quality content, clear page structure, and thorough on-page optimization.

Businesses already adhering to these core principles are well-positioned. However, those neglecting these basics risk lower visibility, not only in traditional search but increasingly in Google’s AI-driven experiences.

Google has explicitly stated that foundational SEO practices remain essential across all search formats. Given the growing fragmentation of search interactions across various devices and platforms, businesses must reinforce these fundamentals to maintain strong visibility and relevance.