AI Clicks vs. Search Clicks: Why More Traffic Doesn’t Mean Better Engagement

As AI-generated search results continue to reshape the digital landscape, one critical question remains: Is AI traffic actually better for your website? While Google has promised that AI-driven clicks will lead to higher-quality site visitors, new data from Ahrefs paints a more nuanced picture—especially when looking at traffic from platforms like ChatGPT, Perplexity, and Microsoft Copilot.

AI Traffic: What the Data Shows

According to Ahrefs’ latest study, traffic from AI platforms behaves quite differently from traditional organic search users—and not always in ways that benefit brands. Here are a few key takeaways:

• Higher bounce rates: AI visitors were 4.1% more likely to leave a site without interacting, compared to users from search engines.
• Lower page engagement: On average, AI users viewed only 4 pages per visit, while search users browsed 5.2 pages, and overall visitors 5.5.
• Shorter session depth: Even though AI visitors stayed a bit longer (86 seconds on average vs. 78), they explored less and interacted minimally.
• Conversion upside: Interestingly, AI traffic did show a slightly higher conversion rate (~12%) than traditional organic traffic, indicating that while AI visitors engage less, they may come with stronger intent.

What This Means for Brands and Publishers

Google continues to emphasize the potential of AI-powered search to deliver better traffic—more qualified clicks in exchange for the organic traffic we’ve been losing. But this study challenges that assumption. The reality is: AI traffic isn’t necessarily better—it’s just different.

For brands, this shift raises important questions:

• Are you optimizing your site to convert decisive visitors rather than browsers?
• Are your analytics set up to differentiate AI-driven sessions?
• Should your content strategy adjust to target quality over quantity?

The AI search wave is only beginning, but early data suggests a need for cautious optimism. While platforms like ChatGPT and Perplexity can drive traffic, that traffic may not always behave the way marketers hope. Expect fewer pageviews and more bounces, even as some conversions improve.

Earn SEO is a results-driven SEO agency based in New York, helping brands navigate the evolving landscape of organic and AI-powered search. With the rise of AI search tools like ChatGPT and Perplexity, understanding traffic behavior is more critical than ever. Our team stays ahead of digital trends to ensure your website attracts, engages, and converts the right audience—no matter where the click comes from.

Let Earn SEO help you adapt to AI-driven traffic shifts. Contact us today to future-proof your digital strategy.