ChatGPT is Expanding Search, Not Diminishing it

Concerns over ChatGPT taking people away from traditional search habits, potentially affecting millions of businesses, have been apparent for quite some time. And rightfully so. With AI Overviews significantly reducing click-through rates, people are cautious of how AI-powered tools could be damaging their online performance. 

However, Semrush recently ran a study to determine whether ChatGPT adoption has changed traditional search behaviour, aligned with it, or even elevated search activity. 

The study analysed 260 billion rows of clickstream data between January 2024 and June 2025 and revealed that the average number of Google searches actually increased after ChatGPT adoption. Instead of ChatGPT superseding Google, as many anticipated, it elevated it. 

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Their data indicates that Google Search hasn't seen a significant change since people started using ChatGPT. As you can see in this graph:

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Google is not being overtaken by ChatGPT. It’s simply altering the way people find information. 

What Does This Mean for Marketers? 

People are supplementing Google Search with AI-powered tools. Google remains central to users but it is important to diversify. Avoid viewing ChatGPT as a substitute channel and instead add AI SEO to your current strategy. 

For the most part, optimising for AI search isn’t that dissimilar from optimising for traditional search as the fundamentals remain the same. There are just a few extra elements to keep in mind when adding AI SEO into your strategy: 

• Pages containing quotes have a 30-40% higher visibility in AI responses.
• AI search bots struggle with JavaScript - if your site relies on JavaScript you may be invisible to AI crawlers.
• Brand mentions are the highest driver for brand visibility in AI Overviews - having a strong brand presence across the web is more important than ever. 

Keeping on Top of the Latest in AI Search is Essential 

It’s still relatively early days for studies regarding AI Search and the transformation it’s having on user habits. So staying informed and adapting to the latest changes is crucial for remaining competitive online. 

If you’re concerned about the effect of AI Search on your website or simply want some expert guidance on navigating the ever-changing digital landscape, then don’t hesitate to get in touch with us today.