ChatGPT growing as a traffic referrer, reshaping search behavior, report says

The website for the development of education, technologies and software records strengthening the operation of ChatgPT – and Chatgpt has sent more traffic to more than 30,000 unique domains by November.

This is according to the new Semrush (Publication: MARTECH is owned by Semrush) Analysis of 80 million lines of global data Clickstream from the second half of 2024.

Changes in search behavior. Chatgpt answered about 54% of queries with the search off, with the remaining 46% of the search.

• The average length of the Chatgpt was 23 words with a high 2,712 words.
• The average length of the Chatgpt search was much lower – only 4.2 words with a high 301 words.

A picture of the search for an intention. In search have keywords intention – navigation, information, commercial and transaction (although they exist Other types of search of search). However, the analysis found only 30% of the Chatgpt challenges to any of these categories. This means that 70% of challenges are unique and rarely or never seen in classic search engines (eg Google, Microsoft Bing).

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Chatgpt vs. Google and Microsoft Bing. Types of websites that receive greater transmission from chatgpt than Google include:

• Domains related to OpenAi, techniques and platforms focused on AI.

Types of websites that receive greater transmission from chatgpt than Microsoft Bing include:

• Academic publishers and research and educational and technical resources.

Chatgpt vs. Google users. In December, Google had 6.5 billion unique worldwide visitors compared to 566 million CHATGPT. Semrush also compared the audience demography and found:

• CHATGPT users are younger and more often will be men.
• Chatgpt wins with students; Google wins with full -time workers, households and pensioners.

What Semrush says. According to the author of the report, Brenna Kelly:

• “For content merchants and content creators, this data reveals emerging reality: success in this new landscape requires a shift from traditional SEO Metrics to content that actively support learning, problem solving and creative tasks.

Why we care. SEO is still developing rapidly. As people evolve and find answers, they evolve. Ensuring the content of your brand can be understood and cited by LLMS, it will only become a more critical direction.

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Research. CHATGPT search investigation: Insights from 80 million CLICKSTREAM records