Research reveals LLM traffic accounts for less than 0.5% of organic search
New research done by iO analyzing traffic data from 1,400 clients reveals that Large Language Models (LLMs) contribute only between 0,4 and 0,5% of total organic traffic. The research challenges the growing trend of brands pivoting their entire search strategy toward optimizing for AI tools like ChatGPT, Perplexity, and Microsoft Copilot.
"I notice many brands and even C-level executives are obsessing about whether they show up in AI tools," says Clarissa Filius, Senior SEO expert at iO. "They do manual checks for prompts they think their audience is using and conclude they should completely focus on Generative Engine Optimization (GEO). The reality is that LLMs do not contribute that much when it comes to actual traffic. "
Integrate your GEO as part of broader 360° SEO strategy
Despite rapid growth in LLM usage, the research demonstrates that regular organic search maintains a significantly larger share of website traffic. Even as traditional search clicks decline, the data shows they are not migrating to LLM platforms at the anticipated rate.
"Regular organic search is still the base of search, and AI is just a layer on top of it," Filius explains. “Google remains the biggest player, and even there we're dealing with AI as a complement, not a replacement.”
Strategic recommendations for brands
Rather than abandoning traditional SEO practices, Filius recommends a balanced three-point approach:
- Benchmark visibility in AI tools, including Google AI Overviews
- Ensure websites are technically optimized to current standards
- Integrate GEO as part of broader SEO strategy, not as sole focus
Data clearly shows that while we need to prepare for the AI-driven future of search, the present reality still heavily favors traditional optimization approaches. The research provides crucial guidance for marketing professionals and business leaders navigating the evolving search landscape while making data-driven decisions about resource allocation and strategic priorities.
"Traffic is not the only KPI anymore in this AI search era. The customer journey is changer and people stay longer with in AI before they click to the website. We should also look at brand visibility and presence, rather than just traffic. In the end it all comes down to the business value a search channel brings to your brand." Clarissa Filius, Senior SEO expert at iO
About iO
iO is one of Europe's leading digital agencies and home of ambitious people, organisations and brands. Since 2005, we deliver marketing that performs, content that connects, and platforms that scale - all seamlessly integrated across data, media, AI, infrastructure and digital operations. With more than 2,000 experts across 12 campuses in Belgium, the Netherlands, Sweden, Denmark, and Bulgaria, we help brands such as Audi, Brussels Airport, Efteling, Lidl, Philips, and AkzoNobel to transform their digital experiences.
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