In 2025, large language models or LLMs are reshaping how people discover information online. Tools like ChatGPT, Google AI Overviews and Copilot are no longer the future; they are now vital paths to brands. In this environment, understanding how LLMs affect website traffic and SEO is essential.
Why LLM referrals are growing quickly
Recent data shows a staggering surge in AI-referred web traffic. Studies across multiple sites found LLM-driven visits rose dramatically in early 2025. By mid-year, AI-powered search tools like ChatGPT and Perplexity were already responsible for a significant share of desktop search traffic.
This shift isn’t limited to tech-savvy sectors. Industries with complex, advice-driven queries like legal, healthcare and finance are seeing increasing volumes of AI referrals. In some cases, LLM traffic now accounts for over 1 per cent of total site sessions.
What this change means for traditional SEO
AI-powered results are redefining traffic dynamics. For example, AI Overviews at the top of search results reduce clicks to traditional links organic click-through rates can drop significantly. Meanwhile, AI search is transforming into a dialogue, favouring concise, structured answers over multiple search result pages.
As traditional clicks decline, visibility depends on being cited, not just found. AI agents often summarise or reframe content without sending users to sites, meaning SEO must now also focus on answer visibility, not only ranking.
Can LLM referrals convert better than organic traffic?
Some assume traffic from AI platforms is more qualified. However, performance studies across B2B and B2C sites found that LLM traffic only marginally outperformed organic in some cases and underperformed in others. Importantly, LLM sessions still typically made up less than 1 per cent of total traffic, making the channel small, variably effective, and inconsistent.
This suggests that while LLM referrals are growing fast, their current scale may still be limited. But as usage and platforms evolve, this share could rise rapidly.
Why you must optimise for LLM visibility in 2025
- Citation becomes as important as clicks: Being included in AI-generated answers is a new KPI for content visibility.
- AI search may surpass traditional SEO by 2028: Projections suggest AI search could drive more visitors than traditional search within a few years, especially if AI Mode becomes the default in Google search.
- New performance metrics are emerging: Marketers now must track LLM-sourced impressions, AI-driven sessions, and citation frequency, not just clicks and rankings.
- Tools are emerging to monitor AI visibility: Platforms are beginning to offer AI-visibility dashboards to track how often your site is referenced by AI platforms, enabling proactive optimisation.
SEO strategy refined for the LLM era
Here’s how to adapt your SEO strategy for an AI-driven environment:
- Structure content clearly: Divide content into FAQs, succinct answers, and well-marked headings. LLMs favour structured, explicit information over long-form narratives.
- Use structured data and AI-specific signals: Include schema markup and emerging standards like llms.txt to help AI systems crawl and cite your content reliably.
- Prioritise authority and freshness: AI engines value timely, credible sources so highlight expertise, updates and well-cited data.
- Track both organic and AI referrals: Monitor analytics for AI referrals, track impressions in AI dashboards, and compare performance across platforms.
- Balance SEO with AI visibility: Keep traditional SEO strong, but layer in answer-engine optimisation to ensure coverage across both worlds.
A future-ready SEO approach for fast-changing search
2025 marks a turning point in how people access web content. LLMs and AI agents are rapidly influencing traffic patterns, user behaviour, and digital visibility. For SEO strategies to thrive, they must evolve, embracing both traditional search and AI ecosystems.
By structuring content for easy citation, tracking new visibility metrics, and investing in AI-friendly tools, businesses can stay competitive not just in rankings, but in answer engines where today’s queries increasingly land.
Frequently Asked Questions
What are LLMs and why do they matter for SEO?
LLMs are conversational AI tools that summarise content and answer questions directly, often without sending users to your site. SEO now must aim to be included in those summaries as well as traditional rankings.
Do LLM referrals convert better than organic traffic?
Conversion performance varies. Some sectors report higher conversion rates, others lower. Currently, LLM traffic makes up a small but growing share of total sessions.
Will AI searches overtake traditional search soon?
By 2028, AI search could surpass organic search for many topics, especially if AI-driven features become commonplace.
How do I measure LLM visibility?
Use new analytics tools and AI-visibility dashboards to track AI referrals, citations and AI-impression metrics.
Does LLM optimisation replace SEO?
Not at all. Traditional SEO remains vital for rankings and discovery. But now you must also optimise for LLM visibility to ensure full coverage.