AI technology is not only transforming how we interact with digital content but also how businesses reach and engage their customers. The emergence of AI chatbots, such as ChatGPT, Copilot, Gemini, and Perplexity, is proving to be more than just a passing trend. A recent study that analyzed over 7 million referral sessions from these AI platforms compared to traditional search engine traffic reveals some eye-opening insights that could reshape the way businesses approach SEO.
The Growing Impact of AI Chatbots on Traffic
Kevin Indig, the author of the study, has long claimed that AI chatbot traffic converts better than search engine traffic. Until now, he lacked concrete data to prove this claim on a large scale. That’s where Similarweb’s data, covering sessions from September to November 2024, comes into play. While AI chatbot traffic is still relatively small compared to traditional search, its growth and potential are undeniable. In the study, AI chatbots sent referral traffic primarily from e-commerce and software sign-up pages, offering a unique perspective on user behavior.
Traffic and Engagement: AI Chatbots vs. Google Search
A core question in the study was whether traffic from AI chatbots converted better than traditional search engine traffic. The data compared two essential metrics: session duration and page views per session.
- Session Duration: On average, users referred by AI chatbots stayed on a website for 10.4 minutes, a significant increase compared to Google’s 8.1 minutes. Copilot emerged as the front-runner, with an average session duration of 11.6 minutes.
- Page Views: AI chatbot traffic also outperformed Google in the number of pages visited per session. Chatbot users averaged 12.4 pages compared to Google’s 11.8.
AI Chatbots Drive Traffic to Homepages More Frequently
When analyzing where traffic lands on websites, a stark difference between AI chatbots and Google becomes apparent. While Google tends to send traffic to deeper, more specific pages (e.g., category or product pages), AI chatbots direct a higher percentage of their traffic to homepages. ChatGPT, in particular, sends 30% of its referrals to homepages, compared to just 10% from Google.
This shift suggests that AI chatbots qualify users better before they visit a site. These users tend to spend more time on the homepage, engaging with the brand before exploring other pages, creating opportunities for businesses to provide a more tailored experience.
Growing Chatbot Traffic: Copilot and Perplexity Lead the Way
Among the various AI chatbots analyzed, Microsoft’s Copilot and Perplexity showed impressive growth in engagement metrics. Perplexity saw a 22% increase in page views, while Copilot followed closely behind with a 15% growth. This rapid growth highlights the rising prominence of AI-driven platforms in the digital space. Copilot’s integration with Microsoft’s software suite, such as Teams and Copilot, has likely contributed to its stronger performance in terms of session duration and page views.
The Implications for SEO and Website Architecture
What does this all mean for SEO strategies? The study sheds light on several key trends that will impact the future of SEO and website optimization:
- AI Chatbots are Increasing in Importance – While they currently contribute a small percentage of overall traffic, AI chatbots are growing rapidly and may become a major source of referral traffic in the coming years. SEO specialists will need to optimize their sites for AI visibility.
- Focus on Homepages – Unlike Google, which sends traffic to more granular pages within websites, AI chatbots tend to direct users to homepages. This could signify that the homepage is becoming an even more critical part of the user journey, requiring businesses to rethink their homepage design and content strategy.
- Deeper Content and More Engaging User Journeys – AI chatbots are leading users on longer, more engaging journeys. The data shows that users spend more time on sites, visit more pages, and exhibit higher conversion intent than traditional search engine traffic. This insight challenges the traditional SEO wisdom of quick conversions through shallow content.
Conclusion: AI Chatbots May Become a Key SEO Channel
As AI chatbots continue to grow in popularity and capability, their role in SEO and digital marketing will only expand. The data from over 7 million sessions shows that AI-driven platforms are driving more engaged, higher-quality traffic compared to Google Search. With their ability to qualify users better and guide them through a more conversational journey, businesses should start considering how to optimize their content and website architecture to cater to AI chatbot traffic.
While it’s clear that AI chatbots still have a long way to go before they match the scale of Google, their early results suggest that being an early adopter could give businesses a valuable first-mover advantage. As the AI landscape evolves, businesses that can effectively optimize for AI traffic will be well-positioned to capitalize on the growing trend.
