We recently discovered traffic coming in from GPT with some of our clients and needless to say we were super excited.
So we did some digging to see if this is a global trend and we found some interesting information.
A recent Ahrefs study analysing 3,000 websites revealed that 63% of them received traffic from AI chatbots like ChatGPT, Perplexity, and Gemini. This marks a major shift in digital discovery—one where AI-powered assistants aren’t just answering questions, they’re driving real visitors to websites.
So, what does this mean for website owners, marketers, and SEO professionals? Let’s break it down.
AI Is Now a Search Traffic Source
Traditionally, search engines like Google have been the main source of website traffic. But now, AI chatbots are reshaping how people find information.
Key Findings from the Ahrefs Study:
63% of websites received AI-generated traffic.
98% of this AI traffic came from just three chatbots:
ChatGPT: 50% of AI-driven visits
Perplexity: 30.7%
Gemini (Google’s AI): 17.6%
AI traffic accounted for 0.17% of total visits and 0.12% of total page views across all sites analysed.
While these numbers may seem small, they signal a major change—users are no longer just clicking on traditional search engine results. They’re getting answers from AI, and then deciding whether to visit a site based on chatbot recommendations.
Why Smaller Websites Are Seeing a Bigger AI Boost
One surprising insight from the study is that smaller websites (with fewer than 999 monthly visitors) saw a higher proportion of AI-driven traffic compared to larger sites.
Why?
AI chatbots pull from diverse sources, not just top-ranked Google results.
Niche content is being surfaced, meaning smaller websites have a chance to gain visibility.
Conversational search is more context-driven, favouring quality content over traditional SEO ranking.
For businesses, this is a huge opportunity—AI chatbots can send targeted traffic to niche sites that might not rank high in traditional search engines.
The Challenge: AI Traffic Might Be Underreported
If AI-driven traffic is rising, why aren’t more website owners noticing it in their analytics?
The problem is tracking. Many AI chatbot referrals appear as “direct traffic” in Google Analytics because:
AI-driven visitors don’t always click traditional search links—they follow chatbot-generated responses.
AI chatbots often strip referral data, meaning traffic from AI sources can be invisible in tracking tools.
Websites aren’t yet optimised to monitor AI-driven traffic, leading to underreported AI referrals.
How to Track AI Traffic Better
Use UTM parameters when sharing links that might be used by AI sources.
Add a “How did you find us?” survey to capture AI-driven referrals.
Monitor spikes in direct traffic that align with AI chatbot updates.
How to Optimise for AI-Driven Traffic
Since AI chatbots don’t rank sites the way Google does, traditional SEO strategies need to evolve.
Here’s how to ensure your website remains visible in the AI era:
1. Focus on Clear, Concise, and Authoritative Content
AI chatbots prioritise direct, factual, and well-structured answers. Ensure your content:
Provides clear, well-organised information.
Answers specific questions users might ask AI chatbots.
Features structured data (e.g., FAQs, bullet points) to be easily digestible by AI.
2. Optimise for Conversational Search
AI chatbots pull answers based on natural language queries. Adjust your content to:
Include long-tail, question-based keywords (e.g., “How does AI affect website traffic?”).
Write in a conversational, human-like tone.
Use FAQ sections to address common AI-driven queries.
3. Build Trust & Authority
Since AI sources prioritise reliable information, credibility is key.
Cite reputable sources in your content.
Get linked to by trusted websites (backlinks still matter).
Ensure your site has clear authorship, updated content, and expert-driven insights.
Final Thoughts: The Future of AI-Driven Website Traffic
AI chatbots are changing how people find information, and businesses need to adapt. While traditional SEO remains important, AI-driven discovery is becoming a real source of traffic.
The Best Approach? Treat AI like a new search engine—optimise for clear, relevant, and authoritative content. Keep an eye on AI traffic, track its impact, and embrace the shift towards AI-powered discovery.
Are you seeing traffic from AI chatbots? Let us know in the comments!
Need help with this contact us today https://www.wassp.co.za
Reference List Citation:
Ahrefs, 2024. 63% of Websites Receive AI Traffic (New Study of 3,000 Sites). Ahrefs Blog. Available at: https://ahrefs.com/blog/ai-traffic-study/ [Accessed 8 February 2025].
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