Blogs Dominate LLM Referrals, E-Commerce Struggles to Gain Traction

Since the release of AI tools like ChatGPT, there has been a noticeable shift in search behavior, with many users opting for AI platforms over traditional search engines. A study by Previsible, which analyzed over 30 websites, revealed that tools like Perplexity and ChatGPT are becoming significant alternatives to Google. This trend indicates that Google’s search dominance has plateaued, with users increasingly favoring AI-driven solutions for resolving their queries.

The study found that ChatGPT and Perplexity account for approximately 37% of referral traffic from AI language models, while CoPilot and Gemini contribute 12–14% each. The finance sector leads in LLM-driven traffic, capturing 84% of referrals, largely due to integrations offered by models like Perplexity that enable seamless access to financial data. Blog content dominates LLM referral traffic, receiving 77.35% of visits, followed by homepage traffic at 9.04%, news content at 8.23%, and guides at 2.35%. E-commerce, however, faces challenges in capturing LLM traffic, with product pages accounting for less than 0.5% of referrals.

Although LLM-driven traffic currently represents only 0.25% of total traffic across the analyzed sectors, its growth is significant. ChatGPT referrals have surged by 900% in the events industry and by over 400% in the finance and e-commerce sectors during the 90-day study period. Growth has been consistent across most models, with the exception of CoPilot. If these trends continue, LLM-driven traffic could grow by approximately 200% every 90 days, potentially representing up to 20% of total website traffic within a year.

Previsible has introduced a free Looker Studio dashboard to help businesses monitor and analyze LLM-driven traffic. This tool integrates with Google Analytics 4 (GA4) to provide insights into traffic trends, popular landing pages, and content performance, enabling businesses to optimize their strategies effectively.

While AI tools are emerging as valuable sources of website traffic, businesses must ensure that pursuing AI-driven traffic does not negatively impact their sales. Although LLM-driven traffic remains a small fraction of overall activity, its rapid growth highlights substantial opportunities for businesses to adapt to evolving user behaviors and maximize the potential of AI-generated traffic.

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by Arooj Ahmed via Digital Information World