Source: Data & Studies – SEO Blog by Ahrefs by Patrick Stox. Read the original article
TL;DR Summary of AI Search Traffic vs Traditional Search: Insights from Ahrefs Data
AI search visitors convert at a 23x higher rate than traditional organic search visitors for Ahrefs. Although AI search traffic currently makes up only about 0.5% of total traffic, it delivers a disproportionately high percentage of signups. Users from AI search browse more pages and bounce less, but spend less overall time on site. However, AI search users click fewer links than traditional search users, raising questions about scalability as AI search grows.
Optimixed’s Overview: Understanding the Rise and Impact of AI Search Traffic on Website Conversions
AI Search Traffic: A Small but Powerful Segment
AI search traffic, generated from AI assistants like ChatGPT, Copilot, and Gemini, currently accounts for a modest share of Ahrefs’ website visits but shows remarkably strong performance in user engagement and conversion metrics.
Key Performance Metrics
- Conversion rate: AI search visitors convert at a rate 23 times higher than traditional organic search visitors.
- Traffic share: AI search constitutes roughly 0.5% of total traffic but contributes over 12% of signups.
- User behavior: These visitors visit 50% more pages and have a lower bounce rate, suggesting higher engagement despite shorter session durations.
Challenges and Considerations
While AI search traffic currently performs well, there are caveats:
- Users from AI search click on links 75% less often than traditional search users, which may limit overall traffic growth from this channel.
- The rapid growth of AI search could shift traffic patterns significantly, potentially reducing traditional organic search volumes.
- Scaling the conversion advantage of AI search traffic remains uncertain as the novelty wears off and user behavior evolves.
Implications for Marketers and Businesses
The rise of AI search demands a strategic response:
- Marketers must adjust key performance indicators and expectations to account for the unique behaviors of AI search users.
- Educating stakeholders about this shift will be critical to adapting marketing strategies and resource allocation.
- Monitoring ongoing data and trends will help businesses optimize their presence and conversion potential in the evolving AI search landscape.
Overall, AI search visitors to Ahrefs show higher quality and stronger conversion potential so far, but the long-term impact and scalability require further study as AI search continues to expand.
