AI tools like ChatGPT and Perplexity aren’t just answering questions. They’re sending people to websites in record numbers. A recent report found that AI-driven referrals were up over 350% year-over-year, reaching more than 1.1 billion visits in a single month.
And, it’s not just the big brands benefiting. We’re seeing these traffic sources pop up in the analytics for our local business clients, too. In some cases, they’re not just visits. They’re getting qualified leads and even new customers.
What Are AI Referrals?
When someone asks a question in an AI tool and that tool references your content, the link it provides can lead directly to your site. These clicks show up in your analytics as traffic from sources like “ChatGPT” or “Perplexity.”
Unlike traditional search engine referrals, AI-driven visits come from people who are often using AI chatbots to research. They’ve asked a specific question, and the AI has decided your content is worth sharing. That’s a strong signal of relevance and authority.
Why This Matters for Your Local Marketing
The best part is, the same strategies that help you rank in traditional search can also help you get noticed by AI-powered search tools. AI models look for:
- Clear, authoritative answers to questions
- Well-structured content that’s easy to scan
- Up-to-date, trustworthy information
If you’ve been consistently working on your SEO by building service pages, blog posts, and FAQs that speak directly to your customers’ needs you’re already setting yourself up to benefit from AI referrals. And if you haven’t started yet, now is the time. This is a growing channel that’s producing results for local businesses right now.
How to Check Your AI Traffic
It’s worth taking a look at your analytics to see if AI tools are already sending people your way. Look under your referral sources for names like ChatGPT, Perplexity, or other AI assistants. The numbers might be small now, but given the growth trend, this is a source worth watching.
Action Steps to Capture More AI-Driven Traffic
- Review your existing content and make sure it clearly answers the questions your ideal customers are asking.
- Keep your tone approachable and aligned with your brand voice. AI picks up on clarity and relatability.
- Structure your content so that answers are easy to find. Use headings, bullet points, and concise paragraphs.
The Bottom Line
Search behavior is evolving, but the fundamentals of good content haven’t changed. Be clear. Be helpful. Show up with answers that matter to your audience, and you’ll not only improve your traditional SEO, you’ll also increase your chances of AI-referrals that are sending more traffic (and potential leads) than ever.
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Links in this episode: AI referrals to top websites were up 357% year-over-year in June, reaching 1.13B
