ChatGPT and AI chatbots: influence on search behavior and web traffic

The rapid development of generative artificial intelligence (AI) is gradually changing search behavior. In particular, ChatGPT, one of the best-known AI models, has established itself as an alternative to traditional search engines for many informational queries over the last year. Since the introduction of GPTSearch, the tool has also provided the option of an online search including source citation.

In the world of SEO, people are wondering how ChatGPT and other AI chatbots could influence search behavior and web traffic, just as they did in the days of voice search. Recent studies by Semrush and Ahrefs, leading providers of SEO and marketing analytics, shed light on these developments. The Semrush study is based on data from over 80 million clickstream requests from the second half of 2024 and shows how ChatGPT’s influence is affecting various industries, user habits, and traffic on the web. The Ahrefs study analyzed the traffic of 3,000 websites to understand the size and composition of traffic generated by AI chatbots.

ChatGPT as a new traffic source

While search engines remain the primary source of web traffic, there has been significant growth in ChatGPT referrals. In July 2024, ChatGPT generated traffic for fewer than 10,000 domains per day. Just four months later, in November 2024, that number had already grown to over 30,000 websites daily.

Interestingly, this trend began even before the official introduction of the ChatGPT search function on October 31, 2024. As early as August 2024, an increasing number of users could be observed using ChatGPT as an alternative to traditional web search. This shows that many users got used to an AI-supported form of information gathering early on, even before a dedicated search function was available. Especially for longer queries, where you still want to explain something, some users prefer to use LLMs. The classic Google search is mostly about single or multiple keywords. However, the search entries are kept relatively short in most cases. In comparison, queries to LLMs are often more detailed, describing a specific case or communicating in chat form.

However, according to Ahrefs, only a small proportion of all web traffic comes from AI chatbots. The study of 3,000 domains showed that only about 0.2% of search engine traffic actually comes from generative AI. Nevertheless, this share should not be underestimated, as it has grown rapidly within a few months. The study suggests that AI traffic may be significantly more relevant for certain industries than for others. It is important that webmasters do not exclude AI bots, otherwise they will be at a disadvantage in the long run and will not be displayed in the AI results.

Differences in search queries

Semrush took a closer look at the length of entries and the search intent. This shows a clear difference between classic Google search and ChatGPT:

• Without the search function activated, the prompts in ChatGPT had an average length of 23 words. This suggests that many users use the tool for detailed or exploratory questions – for example, for creative processes, problem solving or extensive research.
• When the search function was activated, the input was more like that used in traditional search engines. The average length dropped to 4.2 words, suggesting that users in this mode are specifically looking for particular information.

It is particularly noteworthy that, according to Semrush, 70% of ChatGPT queries cannot be categorized as classic search intentions. This means that many users do not use the tool as a pure search engine, but for complex tasks such as brainstorming, text generation or creating summaries.

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Ahrefs confirms this trend: while Google is primarily used for direct information queries, users are increasingly using AI chatbots for non-linear, interactive search processes. This could change the way content is consumed and how we interact with information in the long term. As more and more AI features are integrated into browsers and other tools, it is likely that this technology will become more popular than voice search.

Which industries benefit the most?

Not all sectors receive equal traffic from AI tools. The Semrush data shows that certain industries benefit particularly from ChatGPT.

• Technology and IT: Developers and tech experts are using ChatGPT extensively for code generation, troubleshooting and technical explanations.
• Education and research: Students and researchers are using ChatGPT for research, summaries, and academic papers.
• Online services and content platforms: Websites with high-quality articles, tutorials, or specialized information are increasingly attracting traffic via AI queries.

In some cases, ChatGPT even generated more visitors than Google or Bing, which illustrates how quickly digital search behavior is changing.

Ahrefs also looked at how many websites actually benefit from AI-generated traffic. It found that larger platforms with established content offerings have a significantly greater advantage from AI redirects than smaller websites. Companies with a long-term SEO strategy and extensive content have an advantage when it comes to being found by AI-powered search mechanisms.

Demographic differences between ChatGPT and Google users

Another aspect of the Semrush analysis concerns the differences in the user base. While Google appeals to a broad target group, ChatGPT shows a noticeable demographic shift:

• ChatGPT is used more by younger, tech-savvy users.
• Google remains the dominant platform for older users and the mass market.

In the long term, these differences could lead to a lasting change in the search behavior of younger generations. If younger users increasingly rely on AI-supported models, this could have an impact on the entire search engine ecosystem. It will be interesting to see how searches by older users change when more and more smartphones and other everyday gadgets have AI connections.

What does this mean for SEO and digital marketing?

Both the Semrush and Ahrefs studies show that ChatGPT and AI-based search mechanisms influence web traffic, but do not yet represent a complete alternative to Google. Nevertheless, companies and SEOs should keep an eye on the following developments:

1. Content optimization for AI models: Websites with detailed, well-structured content benefit more from AI-supported traffic than sites with little or superficial content.
2. Understanding changing search intentions: Since many queries in ChatGPT do not correspond to classic Google searches, new content formats and optimization strategies could develop.
3. Adapt long-term SEO strategies: Even though AI models currently only generate a small amount of search traffic, this share is growing steadily. Companies should already be testing how their content can be distributed via AI tools.

Impact on link building and off-page SEO

The growing influence of ChatGPT and AI-supported search mechanisms is also changing link building and off-page strategies. To get the most out of AI-generated traffic, adjustments are necessary:

• Quality over quantity: AI prefers high-quality, topic-relevant content. Authority in a subject area and natural links are more important than pure quantity. You have to take your cue from your competitors. If they go big, you should do the same and enter into many collaborations.
• Earned links instead of paid links: Organic links through studies, specialist articles or data-based content have a higher chance of being recommended by AI. Content marketing remains an important factor.
• Brand mentions are gaining in importance: AI models recognize brand mentions even without backlinks. Companies should strengthen their presence through press work, directories and structured data.
• Placement in AI-friendly sources: Backlinks from trusted industry websites, specialist portals or news sites increase visibility in AI searches.
• Social signals & user engagement: content with high interaction (shares, comments, discussions) is considered more valuable by AI and referenced more often.

Key findings from the Semrush and Ahrefs studies