ChatGPT Is Sending Less Traffic to Websites – Down 52% in a Month

The landscape of digital visibility is shifting rapidly. Over the past month, ChatGPT’s referral traffic to websites has dropped by 52%, a trend that’s caught the attention of industry experts. However, the decline primarily affects top-of-funnel, informational traffic, meaning the clicks lost from users still in the research phase and unlikely to convert. Experts agree this isn’t a cause for alarm. In fact, many businesses are reporting that lead volume has held steady, underscoring a broader shift in digital marketing: the move from high-volume traffic to high-quality, conversion-ready visitors.

Let’s explore what’s behind this shift, and how law firms can stay ahead.

Understanding ChatGPT’s Referral Traffic Dip

ChatGPT has been a rising force in content discovery, often linking users to external sources when responding to queries. These outbound links could act as high-value referrals, driving targeted traffic to sites that were cited correctly in their responses.

By 2023, savvy businesses, including many law firms, began optimizing their content to be “citation-friendly,” aiming to become part of the AI answer ecosystem. This approach paid off for firms with strong content marketing strategies focused on providing legal insights and resources.

But OpenAI has changed its tune. Today, ChatGPT increasingly links to sources that offer direct, non-promotional answers, typically on platforms like Reddit and Wikipedia, rather than branded websites.

In a recent study, Josh Blyskal of Profound analyzed over 1 billion ChatGPT citations and 1 million referral visits across a broad range of industries, and the findings highlight a major realignment in how AI platforms prioritize content.

Here’s what the numbers reveal:

• Reddit citations surged by 87% since late July, now accounting for over 10% of all ChatGPT sources.
• Wikipedia saw a 62% increase, now capturing nearly 13% of citation share.

Together, Wikipedia, Reddit, and TechRadar make up 22% of all citations—marking a 53% jump in just one month.

What Does this Mean for Organic Site Traffic?

SEO experts confirm the recent changes with ChatGPT and AI Overviews (AIOs) on the SERP in data across most of the industry: a decline in referral traffic. It reflects the broader shift in SERP and user behavior in how AI platforms like ChatGPT and other AIOs handle information delivery.

A drop in website traffic may appear alarming on the surface, but it’s essential to consider whether lead volume is also in decline. In fact, most traffic lost on websites is mainly non-converting information clicks.

This shift in AI and SERP requires SEO experts to reconsider organic traffic as a factor that should not be considered independently when determining website performance. What is happening is a new “normal”, where organic traffic reflects quality instead of quantity. It’s less about the number of visits and more about attracting the “right” visitors who are more likely to engage with the website.

Don’t Rely Solely on Traditional Metrics of Success

While Google remains a significant source of traffic, it’s no longer the only player. As platforms like ChatGPT become more integrated into how people search for information, relying solely on SEO for Google is a risky strategy.

At BluShark Digital, we specialize in helping law firms thrive in this evolving environment. We focus on content strategies that align with AI platforms, building material that answers real client questions while reinforcing your authority online.

Feeling overwhelmed by the pace of change? Let’s talk. We’ll help your firm stay competitive and visible, no matter how the digital landscape continues to evolve.