An analysis of more than 100 websites indicated that direct traffic from large language model (LLM) tools like ChatGPT constitutes a minimal fraction of overall web traffic and conversions, with Google remaining the primary driver.
Data from more than 145 million sessions showed that LLM platforms accounted for only 0.73 percent of traffic compared to Google Organic, suggesting that optimizing for direct LLM visibility is a misdirected effort for businesses.
While visitors arriving from ChatGPT converted at a higher rate of 13.8 percent compared to 3.02 percent for Google Organic, Google still drove 96.5 percent of total conversions, according to the analysis.
The exponential growth of ChatGPT sessions concluded in August 2025 following the release of GPT-5, with traffic from ChatGPT to external websites subsequently decreasing.
The analysis argued that the real opportunity in AI search lies within Google’s evolving ecosystem, including its AI Overviews, AI Mode, and core ranking system.
Future developments in agentic search, where AI acts on behalf of users, are also expected to be integrated primarily within Google’s framework, according to experts like Wil Reynolds of Antigravity.
Businesses should focus on mastering Google Merchant Center for Universal Cart integration and understanding the Universal Commerce Protocol, which Google is developing with partners like Shopify and Stripe.
Google Chief Executive Officer Sundar Pichai and co-founder Sergey Brin have emphasized Google’s long-term commitment to AI integration across its products, a strategy echoed by Demis Hassabis, Chief Executive Officer of Google DeepMind and Gemini.
A significant challenge for businesses is the lack of proper tracking, with 45 percent of websites in the dataset not tracking key conversion events, hindering their ability to measure progress, according to the report.
Marie Haynes, a prominent search engine optimization expert, said businesses should prioritize Google’s internal AI developments rather than external LLM platforms for traffic and conversion growth.
Source: Search Engine Journal
