Education, technology, and software development websites are benefiting from ChatGPT search

According to recent analysis by Semrush (MarTech is owned by Semrush), ChatGPT has been driving referral traffic to over 30,000 unique domains as of November. This data is based on 80 million lines of global clickstream data from the second half of 2024.

Search behavior changes with ChatGPT

ChatGPT has been able to answer approximately 54% of queries without the need for a search engine, while the remaining 46% still utilize search. The average length of a ChatGPT prompt is 23 words, with some prompts exceeding 2,700 words. In comparison, the average length of a ChatGPT search query is only 4.2 words, with a maximum of 301 words.

Shift in search intent

Unlike traditional search engines like Google and Microsoft Bing, only 30% of ChatGPT prompts fall into categories such as navigational, informational, commercial, or transactional intent. This means that 70% of ChatGPT prompts are unique and not commonly found in classic search engines.

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Comparison with Google and Microsoft Bing

Some types of websites that receive more referral traffic from ChatGPT than Google include OpenAI-related domains and tech and AI-focused platforms. On the other hand, academic publishers, research institutions, and educational resources see more traffic from ChatGPT than from Microsoft Bing.

ChatGPT vs. Google users

In December, Google had 6.5 billion unique worldwide visitors compared to ChatGPT’s 566 million. Demographically, ChatGPT users tend to be younger and more likely to be male. ChatGPT is popular among students, while Google appeals more to full-time workers, homemakers, and retirees.

Insights from Semrush

According to Brenna Kelly, the author of the report, success in the evolving landscape of search requires a shift from traditional SEO metrics towards content that supports learning, problem-solving, and creative tasks.

Why this matters

As the way people search for information changes, ensuring that your content is optimized for AI search engines like ChatGPT becomes increasingly important. Adapting to this new search behavior can help your brand reach a wider audience and stay relevant in the digital landscape.

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The research

For more insights, you can read the full report on ChatGPT search insights here.

FAQs

1. How does ChatGPT impact referral traffic to websites?

ChatGPT has been driving referral traffic to over 30,000 unique domains, particularly benefiting education, technology, and software development websites.

2. What sets ChatGPT prompts apart from traditional search queries?

Unlike traditional search queries, 70% of ChatGPT prompts are unique and do not fall into categories such as navigational, informational, commercial, or transactional intent.

3. Who are the primary users of ChatGPT?

ChatGPT users tend to be younger and more likely to be male, with students being a key demographic for this AI search tool.

4. How can brands optimize their content for AI search engines like ChatGPT?

To succeed in the evolving search landscape, brands should focus on creating content that supports learning, problem-solving, and creative tasks rather than just traditional SEO metrics.

5. What demographic differences exist between Google and ChatGPT users?

Google tends to attract a broader demographic, including full-time workers, homemakers, and retirees, while ChatGPT is more popular among younger, male users and students.