As online user behavior continues to evolve, digital marketers must constantly adapt to new technologies and methods of measuring marketing data. The rise of AI tools such as ChatGPT, Gemini, Perplexity, and Copilot have disrupted traditional search behaviors, and in doing so, have created a multitude of challenges and opportunities for digital marketers, particularly SEO specialists. With AI-driven search results and chatbots now influencing how users access information, measuring AI web traffic has become a critical component of SEO strategies.
Just within the last few months we’ve seen an exponential lift in web traffic to our clients’ websites from AI chatbots, and we don’t expect the trend to subside in the near future. This blog post provides insights into today’s biggest questions regarding AI web traffic including how to measure AI web traffic, why it is important, and how to adapt your SEO strategy to maximize your chances for appearing in AI-powered platforms. Let’s dive in!
What is AI Web Traffic?
Broadly, AI web traffic is considered to be visits to a website derived from interacting with AI-powered platforms such as chatbots and AI search engines. Online searchers are increasingly utilizing these new Large Language Model (LLM) based AI tools for a more conversational and interactive way to find information. These platforms can provide searchers with quick answers to questions in a natural language format, often with the ability to ask follow-up questions and clarify details within the same conversation, enhancing the search experience.
Increasingly users are finding the information they need in the Google Search AI Overview, or in traditional featured snippets, without clicking to a website. These are termed “zero-click searches.” The AI-generated search results can include links to the source information, creating a new strategic channel for SEO specialists to incorporate into their marketing mix. As organic search metrics become increasingly impacted by AI-driven searches, we can measure the website traffic these new platforms are generating, and how to maximize brand visibility within the results.
Most Commonly Used AI Chatbots
Some of the most widely used AI chatbots today are ChatGPT, Copilot, Perplexity, and Gemini, with many more rapidly increasing in popularity including Claude.
Here are the top AI chatbots, the benefits of each, and insights into the data powering their LLMs.
ChatGPT
ChatGPT quickly became a household name in business and education circles as AI-powered chatbots began to ascend in usage. Today’s most commonly used platform gained widespread recognition as a result of the ability to generate human-like text in a conversational format. ChatGPT is known for being highly useful for a wide range of tasks including providing quick and comprehensive insights for research, writing creative content, and even generating code for web developers. ChatGPT is developed by OpenAI, a private research company linked to Microsoft.
Perplexity
Similar to ChatGPT, Perplexity offers an LLM-based conversational search engine that generates human-like responses to user queries by searching the internet. Perplexity features prompts that explore related topics which can foster deeper understanding of topics and exposure to new ideas. Perplexity is also privately-held, backed by founders from OpenAI, Meta, and Google.
Microsoft Copilot
This AI-powered chatbot uses LLMs to understand, summarize, and generate content. Copilot is specifically designed to integrate with commonly used Microsoft 365 applications such as Word, Excel, and PowerPoint, helping employees and students enhance organization for improved productivity. Rooted in Microsoft / Bing data, Copilot is also linked to OpenAI.
Gemini
Formerly called Bing AI and Google Bard, Gemini is another AI-powered LLM that assists in research, writing, planning, and image generation. Gemini is powered by Google, the world’s largest search engine and is a quickly rising challenger to ChatGPT and Copilot.
How do These Tools Impact SEO?
AI tools are reshaping SEO strategies and SEO measurement in several ways:
- Zero-Click Searches: Due to the increase of searchers finding query answers directly in AI tools, versus clicking through to a webpage for deeper information, websites are experiencing decreases in average organic search web visits. With less traffic coming to the site, it is even more critical for websites and pages to adhere to SEO best practices in order to get the most from visitors who do reach the website.
- Citation traffic: Most of the AI results include links to the source information, which can still deliver website traffic, but likely a measurable reduction from accustomed impression and click averages prior to ChatGPT. To adapt, SEO strategists can aim to increase keyword and webpage placement and positioning in AI-search results by developing content well-structured for educational and informational purposes.
- New keyword opportunities: Conversational queries can unveil new opportunities to optimize for long-tail keywords and phrases relevant to target audiences. AI chatbots can assist in discovering long-tail keywords, new terms related to emerging trends, and competitor keyword analysis and opportunities.
SEO Pro-Tip: Learn how to use ChatGPT for SEO keyword research.
Why is it Important to Measure AI Web Traffic?
Measuring and understanding AI web traffic is vital because it helps marketers identify which AI platforms and which pieces of content generated visibility and source links in the chatbot results. As more people turn to AI chatbots to answer their research questions, traditional search metrics like impressions and clicks will see some reduction, thus we need to be able to show the growth of this new channel as one of the reasons traditional search traffic is on the decline.
These insights can help us understand content engagement and website user behavior, identifying what’s working well and any potential issues. This allows marketers to adapt their SEO content strategy and web experience to drive more relevant traffic.
AIO (AI Optimization)
As search behaviors evolve with the rise of AI chatbots, SEO practitioners now have access to a rapidly growing marketing channel. Similar to traditional search engine ranking strategies, keywords and content remain central to determining which web pages appear in search results. AI chatbots typically scan the internet and generate query results in the form of human-like, conversational answers. To influence these responses, SEOs can create new content and optimize existing web pages to be rich in relevant keywords and content aligned with target queries.
This emerging channel presents significant growth potential, offering forward-thinking SEO strategists a valuable opportunity to secure visibility and out rank competitors in AI search-query responses.
How to Measure AI Web Traffic
Tracking AI web traffic involves a combination of tools and techniques, ranging from basic setups to advanced analytics configurations. Below are two step-by-step approaches in Google Analytics (GA4) tailored for different levels of expertise and data gathering.
Basic – Least Complex, Basic Information
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- In GA4, navigate to Reports (on the left-hand menu) > Acquisition > Traffic acquisition
- Under the chart, update the primary definition of Channel Group from “Session primary channel group” (the default Channel Group) to “Session source”.
- In the query box just above, where it says “Search,” enter “chatgpt.com” and hit enter.
- Adjust the reporting dates as desired.
GA4 Reports Traffic Acquisition View
You should now see traffic to the website from ChatGPT. Try updating the Search filter and measure traffic to the website from other AI chatbots by typing in: “Perplexity”, “Gemini”, and “Copilot.”
Advanced – More Complex, Deeper Information
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- In GA4, navigate to Explore > Click Blank or use the Free Form exploration template
- Set up the Exploration:
- Dimensions: Add “Page Referrer” (you may need to search for it in the Variables Panel)
- Metrics: Add relevant metrics such as “Sessions,” “Engaged Sessions”, and “Key Events”
- Rows: Drag the “Page Referrer” dimension to the rows area
- Values: Drag your chosen metrics into the values area
- Under settings scroll down to Filters > Conditions > Select “contains” and enter “https://chatgpt.com/”.
- Adjust the reporting dates for the time frame desired.
GA4 Explore Report Table View
You can also view a chart of each metric. See an example “Sessions” report below. Swap “https://chatgpt.com/” for “https://gemini.google.com/”, https://copilot.microsoft.com/, or https://www.perplexity.ai/ to see traffic related to these other AI-tools.
GA4 Explore Report Line Chart View of Sessions
How to Adapt Your SEO Strategy to Increase Appearance in AI Results
To capitalize on the growing influence of AI-driven search, digital marketers need to refine SEO strategies. Optimizing for conversational keywords is a crucial first step. Research long-tail, conversational keywords that users are likely to ask AI tools. For example, phrases like “How to check website traffic using ChatGPT” or “Ways to measure website traffic from AI sources” align with common queries.
Creating informative, linked content is another essential strategy. Publish content that answers common questions thoroughly and includes structured data, as AI tools often prioritize well-organized, authoritative sources. Rich snippets and structured data make it easier for AI tools to identify and display your content.
Ensuring your content is highly authoritative and likely to be cited by AI responses can significantly boost your visibility and web traffic.
How to Measure AI Web Traffic Summary
Tracking AI website traffic has become essential for modern digital marketers and SEO strategists. Whether you’re a beginner or an expert, there are tools and techniques available to help you measure and analyze this traffic effectively. By optimizing for conversational queries and leveraging data insights, you can stay ahead in the rapidly evolving landscape of AI-driven search. Start implementing these strategies today to enhance your visibility in ChatGPT, Perplexity, and beyond. Need some help with the heavy lifting? Firebrand’s digital marketing experts are here to help you crush your marketing goals.
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About the Author
Shane is Vice President of Digital Marketing at Firebrand Communications. Bringing over 15 years of digital marketing experience he provides clients with strategic insight and program execution aligned to achieve measurable growth. Prior to Firebrand, Shane had led digital departments for PR and advertising agencies, delivering successful marketing programs for enterprise and consumer brands.
