AI Search Impact on SEO Traffic: Key Findings Revealed

The rise of AI-powered search tools is reshaping digital marketing, with profound implications for SEO strategies and website traffic. Recent research analyzing over 500 high-value marketing topics reveals critical insights about how artificial intelligence will influence online visibility and conversions in the coming years. These findings help marketers prepare for an evolving landscape where AI search could dominate user behavior sooner than expected.

Five crucial discoveries emerged from this comprehensive study:

1. AI Search Traffic Will Overtake Traditional Search by 2028 Projections indicate that AI-generated search results may drive more website visits than conventional search engines by early 2028, with the potential for an even faster transition if Google fully adopts AI Mode as its default experience. The rapid growth of platforms like ChatGPT, which saw an 800% increase in weekly active users within 18 months, demonstrates shifting user preferences.

AI search fundamentally alters the marketing funnel by delivering comprehensive answers upfront, reducing the need for users to click through multiple pages. Links in AI responses often appear less prominently, meaning brands must adapt their strategies to maintain visibility as traditional organic traffic declines. Early optimization for large language models (LLMs) is essential to avoid losing ground to competitors.

2. AI Visitors Convert at 4.4 Times the Rate of Traditional Search Users Data shows that visitors arriving via AI search convert significantly better than those from standard organic search. This stems from AI’s ability to provide personalized, decision-ready information before users even reach a website. The conversational nature of AI responses also carries stronger persuasive power, resembling trusted recommendations rather than generic search listings.

To capitalize on this trend, brands should focus on clear value propositions, consistent messaging, and machine-readable data formats. Tools like Semrush Enterprise AIO can track brand visibility across LLMs, offering actionable insights to improve performance in AI-generated results.

3. ChatGPT Favors Lower-Ranking Pages for Citations Surprisingly, 90% of webpages cited by ChatGPT rank beyond position 20 in traditional search results for related queries. While some LLMs still reference top-ranking content, their focus on precise information “chunks” rather than overall page authority creates opportunities for niche content to gain traction.

This suggests that highly specific, intent-driven content, such as detailed product guides or answers to niche questions, could perform exceptionally well in AI search. Traditional SEO remains valuable, but ranking in the top positions may become less critical as AI systems prioritize relevance over conventional ranking signals.

4. Quora and Reddit Dominate Google AI Overview Citations Quora emerges as the most frequently cited source in Google’s AI Overviews, followed closely by Reddit. These platforms thrive in AI responses due to their vast repositories of niche questions and community-driven answers. Google’s partnership with Reddit further enhances its prominence in AI-generated summaries.

For marketers, this highlights the importance of engagement on Q&A platforms and strategic digital PR efforts to secure mentions on authoritative sites. Tracking citation patterns through tools like Semrush Enterprise AIO can identify high-impact opportunities for brand visibility.

5. Business Websites Capture 50% of ChatGPT’s Linked References Despite the dominance of forums like Quora, half of all links in ChatGPT responses direct users to business and service websites. This indicates that LLMs frequently rely on official brand content when discussing products or services, provided the information is well-structured and accessible.

To maximize citations, brands should:

• Prioritize high-quality, NLP-optimized content with clear entity references
• Develop multimodal assets (text, video, images) for richer AI interpretation
• Publish comparison guides to help AI systems differentiate offerings
• Ensure technical crawlability, as many AI tools struggle with JavaScript-rendered content

Preparing for the AI Search Era With AI search projected to become a major traffic and revenue driver by 2027, proactive optimization is no longer optional. Brands that establish visibility in LLMs now will gain a lasting advantage, as these systems learn from historical patterns in online content.

Whether through enterprise-grade solutions like Semrush Enterprise AIO or accessible tools like the Semrush AI Toolkit, marketers must begin tracking and refining their AI search presence immediately. The transition is already underway, adapting early ensures competitiveness in an increasingly AI-driven digital landscape.

(Source: Semrush)