SMB Websites See Rising Traffic from ChatGPT and Other AI Engines

How AI-Powered Search is Reshaping Website Traffic

As AI continues to influence search behavior, many businesses worry about its impact on traditional website traffic. With AI-generated search results and zero-click searches becoming more common, some fear that organic traffic may decline. However, new data suggests that AI-powered search engines are also driving a growing amount of referral traffic to SMB websites.

A recent analysis of 391 SMB websites reveals a steady increase in AI-driven referrals, particularly from ChatGPT. While organic search traffic remains stable, AI engines like Perplexity and Gemini are starting to make an impact, especially in industries like ecommerce and healthcare.

Key Takeaways

• ChatGPT leads AI referral traffic, showing a 123% increase since September.
• AI referral traffic as a percentage of organic traffic has grown by 130% in six months.
• Industry trends vary, with travel and finance websites receiving more traffic from ChatGPT, while Perplexity and Gemini play a larger role in ecommerce and healthcare.

AI Search Engines Are Becoming a Significant Traffic Source

Between September 2024 and February 2025, referral traffic from AI engines surged by 123%. While still a small percentage of overall traffic, its rapid growth indicates a shift in how users find information online.

Six months ago, AI referrals made up only 0.54% of organic traffic. Today, that number has jumped to 1.24%, marking a 130% increase in AI traffic’s share of total site visits.

This trend suggests that businesses should begin monitoring AI-driven traffic and considering strategies to optimize for these emerging search engines.

Industry-Specific AI Referral Trends

ChatGPT remains the largest referrer across most industries, but other AI platforms are making headway:

• Travel and finance websites see the highest AI referral traffic from ChatGPT.
• Perplexity accounts for nearly 20% of AI-driven traffic to health and ecommerce sites.
• Gemini is gaining traction in ecommerce but contributes little to travel-related searches.

Understanding these trends can help businesses tailor their strategies to capture AI-driven traffic.

Adapting to the AI-Driven Search Landscape

As AI-powered search engines continue to evolve, SMBs must stay ahead of the curve. While traditional SEO remains essential, optimizing for AI citations and referrals is becoming increasingly relevant.

Here are some key strategies for SMBs looking to leverage AI-driven traffic:

• Monitor AI referral trends in Google Analytics or other tracking tools.
• Optimize content for AI search engines by ensuring clear, authoritative information that AI models can reference.
• Engage with AI-powered platforms to improve visibility in AI-generated search results.

As AI continues to shape the future of search, staying informed and adaptable will be crucial for SMBs looking to maintain and grow their online presence.

At Earn SEO, a top SEO agency in New York, we stay ahead of search trends—including the rise of AI-driven traffic from platforms like ChatGPT, Perplexity, and Gemini. As AI reshapes how users discover businesses, adapting your SEO strategy is more important than ever. Our experts help SMBs optimize for both traditional and AI-powered search to maximize visibility and traffic. Want to future-proof your SEO? Get in touch with us today!