Tech Giants vs. LLMs: Who’s Actually Visible in the Age of AI?
A new wave of disruption is underway—and this time, it’s not from Google, but from ChatGPT.
May 28, 2025
A new Semrush study has unveiled the impact of ChatGPT's SearchGPT feature on website traffic and user behavior, shedding light on how the AI platform is transforming search trends and digital marketing strategies.
Based on the analysis of over 80 million lines of clickstream data from the second half of 2024, the research provides a detailed look into ChatGPT's referral patterns and the evolving ways users interact with the platform.
Key Findings
Rapid Growth in Referrals
From July to December 2024, the number of unique domains receiving traffic from ChatGPT surged by 300%, with traffic spikes reported even before the official launch of SearchGPT on October 31, 2024.
Unique Search Patterns
Prompts submitted without SearchGPT averaged 23 words, reflecting deeper, more exploratory use cases. In contrast, queries with SearchGPT enabled resembled traditional search engine behavior, with an average length of just 4.2 words.
Emerging "Unknown" Search Intent
Approximately 70% of ChatGPT queries analyzed fell into a new "unknown" intent category, highlighting how users leverage the platform for creative, problem-solving, and brainstorming purposes.
Industries Leading in Traffic Gains
Sectors such as online services, education, and information technology received the most traffic from ChatGPT referrals, with several domains reporting higher traffic from ChatGPT than from Google or Bing.
Broader Implications
The findings suggest a shift in user behavior as ChatGPT evolves from a conversational AI tool to a traffic driver. While traditional search engines focus on transactional and navigational intents, ChatGPT appears to be carving out a niche in creative and informational use cases, offering fresh opportunities for businesses and marketers to engage their audiences.
For a deeper dive into these findings, including industry-specific insights and recommendations for marketers, read the full report on our blog.
