Kevin Indig’s latest contributed piece to Search Engine Journal offers a critical eval of AI chatbot traffic compared to traditional search.
We found this an interesting article because he tapped data from over 7 million referral sessions on platforms like ChatGPT, Copilot, Gemini, and Perplexity. Kevin discerned that AI chatbot users often engage more and convert better than those arriving from Google. These findings run counter to a lot of conventional SEO wisdom and highlight a shift marketers may want to dig into.
His analysis shows that AI chatbot users spend significantly more time on-site and view more pages per session than Google users. From his data, Copilot led the pack with pretty compelling minutes-per-session. The data suggests that AI chatbot traffic is more transactional, driving users closer to purchase intent. It certainly serves a compelling argument for conversational AI engagement.
Kevin points out that the ecosystem is still young, though. And despite its high engagement rates, AI chatbot referral traffic remains a fraction of Google’s total volume. But with rapid growth rates across platforms, this channel is poised to become a major player in digital marketing. At AIMCLEAR, we’re already seeing the impact of this shift and we’re helping clients rethink their SEO strategies to include AI chatbot visibility, aiming for first-mover advantage in this emerging space.
Kevin underscores a crucial point: the race for AI visibility has begun, but the rules are still being written. As AI chatbots evolve and refine their ranking factors, the brands that adapt now will define the next chapter of digital marketing.
Keep a watch on this concept – as well as Kevin’s “Growth Memo” contributed pieces. They’re always a good fodder for discussion.