Investigating ChatGPT Search: Insights from 80 Million Clickstream Records

Generative AI is rapidly reshaping however radical hunt for information. 

A caller Statistica and Semrush .Trends report indicates that the generative AI marketplace was valued astatine $67 cardinal successful 2024 and is expected to turn annually by 24.4% done 2030. 

This maturation is making waves successful the hunt motor sector, wherever platforms similar ChatGPT alteration much conversational and context-aware hunt experiences.

In a erstwhile SearchGPT study, we recovered that erstwhile compared to Google and Bing, SearchGPT tended to instrumentality smaller domains successful its results, hinting astatine a displacement successful however users could observe caller content.

Source: SearchGPT vs. Google and Bing (analysis of 5,000 unsocial queries)

Note: OpenAI has since retired “SearchGPT” successful favour of ChatGPT’s integrated hunt feature, which we’ll notation to arsenic ChatGPT oregon ChatGPT Search passim this article.

Though accepted hunt engines similar Google inactive person the bulk of hunt traffic, ChatGPT introduces a caller attack to searching for information. 

These changing behaviors inspired our probe into ChatGPT’s interaction connected website postulation and integer marketing. By analyzing millions of clickstream records, we explored however AI-driven hunt affects some postulation organisation and idiosyncratic navigation patterns.

Search manufacture adept Kevin Indig puts these changes successful perspective:

Kevin Indig, Organic Growth Advisor

Methodology

Semrush analyzed much than 80 cardinal lines of planetary clickstream information from the 2nd fractional of 2024 to place however radical interacted with ChatGPT. 

Clickstream data is the integer way of a user’s enactment arsenic they navigate done websites, apps, oregon different integer platforms. This captures elaborate accusation astir idiosyncratic interactions, specified arsenic the series of pages visited, clip spent connected each page, and referral sources. 

With this data, we were capable to see: 

• The circumstantial ChatGPT prompts radical queried
• Where they would navigate to aft interacting with ChatGPT
• Whether oregon not ChatGPT’s “Search” diagnostic was enabled during the interaction 

From there, we examined the mean magnitude and intent of the queries on with the types of websites ChatGPT directed users to. We besides utilized clickstream information from our .Trends level to comparison assemblage demographics betwixt ChatGPT.com and Google.com.

Growth of ChatGPT arsenic a Traffic Referrer

Understanding however users navigate from ChatGPT to different websites reveals its increasing power connected net traffic. In aboriginal July, ChatGPT sent postulation to little than 10,000 unsocial domains successful a azygous day. 

This fig expanded dramatically by November, reaching implicit 30,000 unsocial domains successful a time - an summation that demonstrates ChatGPT's rapidly expanding relation successful directing users crossed the internet.

Number of Unique Domains Receiving Referral Traffic from ChatGPT 

This illustration shows the maturation successful the fig of unsocial domains that received referral postulation from ChatGPT implicit time.

Each constituent connected the illustration reflects however galore chiseled websites were referred postulation from ChatGPT connected a fixed day. The upward inclination demonstrates that much domains are benefiting from referrals implicit time, indicating a broader organisation of postulation crossed the web.

Interestingly, this fig spiked successful August—months earlier the October 31st hunt diagnostic launch. This aboriginal surge suggests that users were already exploring ChatGPT’s capabilities to observe and navigate content, adjacent earlier the enhanced hunt functionality was available.

As ChatGPT’s hunt capabilities proceed to develop, we whitethorn spot adjacent greater shifts successful however users observe and prosecute with online content.

Analysis of ChatGPT Searches

How bash radical interact with ChatGPT compared to accepted hunt engines similar Google? 

This conception explores the prompts radical taxable to ChatGPT and compares them with accepted hunt motor queries—like those connected Google. 

Are users experimenting with much originative requests oregon asking questions that simply don’t acceptable the modular keyword approach? 

Understanding these interactions helps america grasp however generative AI is shifting hunt behaviors, perchance influencing aboriginal developments successful hunt exertion and integer selling strategies.

SearchGPT On vs Off

Currently, ChatGPT operates without SearchGPT by default, handling prompts and generating responses solely based connected its interior knowledge. However, users person the enactment to alteration web searches by clicking the globe icon erstwhile they privation ChatGPT to propulsion successful accusation from the internet.

There are besides instances wherever ChatGPT volition automatically activate the web hunt diagnostic for definite types of queries. When this happens, a “Searching the web” notification appears portion ChatGPT retrieves the information.

In our analysis, we recovered that astir 54% of ChatGPT queries were handled with SearchGPT turned off, portion 46% utilized the web hunt feature.

This divided highlights that users are engaging with ChatGPT successful some modes—leveraging its built-in capabilities and its quality to entree unrecorded web data.

Let’s instrumentality a person look astatine these usage patterns.

Length of ChatGPT Prompts

When users interact with ChatGPT without the SearchGPT feature, the prompts thin to beryllium much detailed. During this period, we observed an mean punctual magnitude of 23 words, with immoderate reaching up to 2,717 words. 

Conversely, erstwhile SearchGPT is enabled, the punctual magnitude drops importantly to an mean of conscionable 4.2 words, with the longest punctual capped astatine 301 words. 

This shorter query magnitude aligns much intimately with accepted Google searches, suggesting that users power to a much nonstop hunt mode, apt seeking specific, concise answers.

These distinguishable punctual lengths bespeak ChatGPT's dual use: longer prompts for in-depth discussions oregon instructions and shorter ones for speedy searches.

Search Intent Analysis

Beyond punctual length, knowing wherefore users crook to ChatGPT—their hunt intent—reveals deeper patterns successful however radical usage AI to find accusation and lick problems. For marketers and contented creators, these patterns usher contented strategy and idiosyncratic acquisition design. 

Traditional hunt engines similar Google typically service four types of intent: 

• Navigational (finding circumstantial sites)
• Informational (learning astir topics)
• Commercial (researching products) 
• Transactional (making purchases) 

But ChatGPT is breaking this mold. Only 30% of ChatGPT prompts successful our dataset could beryllium identified arsenic 1 of these accepted categories. The different 70% consisted of unsocial queries seldom seen successful modular hunt engines—suggesting users are uncovering caller ways to lick problems and stitchery information.

This indicates that galore ChatGPT queries correspond wholly caller types of intent, perchance related to problem-solving, brainstorming, oregon exploratory inquiries that don't acceptable neatly into accepted categories.

But earlier we research the broader implications of ChatGPT's unsocial queries, let's absorption connected the 30% of prompts we could categorize.

Search Intent connected Google vs ChatGPT

Our investigation compared hunt intent betwixt Google and ChatGPT (the 30% that we could statement by intent)—examining what users were trying to execute with their queries connected each platform. The information showed that informational and navigational intents predominate some Google and ChatGPT.

Note: The hunt intent of lone 30% of the ChatGPT queries we studied is known and displayed successful the illustration connected the right. The different 70% of queries are not searched capable connected Google to beryllium recovered successful the Semrush database.

However, Google exhibited a higher proportionality of navigational intent, portion informational intent was much prevalent successful the identifiable ChatGPT prompts.

To recognize these differences further, we explored however these trends varied erstwhile ChatGPT's SearchGPT diagnostic was either enabled oregon disabled.

Search Intent connected ChatGPT: SearchGPT On vs Off

When examining however the activation of ChatGPT's SearchGPT diagnostic affects hunt intent, we noticed respective differences.

With SearchGPT enabled, the intent organisation much intimately mirrored that of Google, with a noticeable summation successful commercialized and transactional searches. 

With SearchGPT disabled, ChatGPT prompts leaned heavy towards informational intent. However, it's apt that galore autumn into the "unknown" intent class owed to their longer, much elaborate nature.

The “Unknown” Intent of ChatGPT: What It Means for SEOs and Marketers

Our probe underscores a important quality successful however users prosecute with ChatGPT compared to accepted hunt engines similar Google. While we could categorize the hunt intent of 30% of ChatGPT queries that matched presumption successful the Semrush keyword database, the remaining 70% had "unknown intent." 

This immense disparity indicates that galore ChatGPT queries are pioneering caller ways of seeking accusation and interacting online.

This saltation stems from the information that ChatGPT is not conscionable different instrumentality for uncovering websites oregon straightforward answers. Instead, it positions itself arsenic a dynamic and originative resource.

Take a look astatine the suggestions highlighted connected its main page:

• Create image
• Make a plan
• Surprise me
• Summarize text
• Get advice
• Help maine write
• Brainstorm
• Analyze images

These capabilities suggest uses that spell beyond the accepted hunt intent categories—transactional, informational, commercial, and navigational—that SEOs typically consider. Rather, ChatGPT introduces caller intents focused connected creation, conversation, and captious reasoning facilitated by AI. 

This improvement successful idiosyncratic enactment whitethorn necessitate SEOs and marketers to rethink their strategies and see these unsocial intents successful their integer selling plans. 

Industry experts are opening to research imaginable strategies for this shift. Chris Long, VP of Marketing astatine Go Fish Digital and Creator of The Splash Newsletter, shares his position connected optimizing for Large Language Model (LLM) driven search:

Chris Long, VP of Marketing astatine Go Fish

And Michael King emphasized that "conversational search" is much of a branding transmission than a show channel.

We perfectly request to optimize for SearchGPT, but we don't request to measurement it by the magnitude of referral postulation it drives arsenic though it's a show channel. I deliberation our community, oregon immoderate assemblage emerges to enactment Conversational Search channels, volition recognize that these are branding channels. There is worth for brands to amusement up present truthful they summation and support mindshare. It's my anticipation that those of america doing selling present volition not undervalue it successful the mode that those that started SEO devalued Organic Search.

Michael King, Founder and CEO astatine iPullRank

While the afloat interaction of these hunt patterns is inactive emerging, we are starting to spot patterns successful however ChatGPT is reshaping postulation distribution. Let’s instrumentality a look astatine which domains and industries are presently affected by this shift.

Analyzing Traffic Preferences: Which Sites Gain More from ChatGPT Than Traditional Search Engines?

Identifying which websites person much postulation from ChatGPT compared to accepted hunt engines similar Google and Bing tin assistance pinpoint shifts successful idiosyncratic behaviour and uncover caller opportunities emerging from AI-driven hunt trends.

From our caller survey connected our Evolution of Online Search study, we identified respective domains that person important postulation from ChatGPT.

Interestingly, fashionable sites specified arsenic YouTube and Facebook besides fertile precocious successful postulation from Google.

This isn’t surprising, arsenic they fertile among the internet’s astir visited domains and person important postulation from different hunt engines arsenic well. 

However, our investigation focused connected domains that person much postulation from ChatGPT than from accepted hunt engines.  

Here’s what the information showed us:

Websites Receiving More Traffic from ChatGPT Than Google 

The information reveals that domains related to exertion are experiencing a surge successful postulation from ChatGPT. 

OpenAI-related domains (oaiusercontent.com) person astir 14x much postulation from ChatGPT than Google. In addition, different tech and AI-focused platforms similar aiprm.com and gptinf.com besides amusement importantly higher ChatGPT traffic.

Note: openaiusercontent.com is simply a domain utilized by OpenAI to service user-generated contented (generated images, documents, etc), which explains the precocious level of traffic.

But however does this signifier comparison to Bing? Let's instrumentality a look.

Websites that Receive More Traffic from ChatGPT than Bing

When we look astatine postulation from ChatGPT versus Bing, tech domains pb successful earthy postulation numbers. However, a wide inclination emerges successful world and acquisition sites receiving much postulation from ChatGPT than Bing:

Academic Publishers & Research

• Major publishers (Springer, MDPI, OUP)
• Research institutions (WHO, World Bank)

Education & Technical Resources

• Learning platforms (Instructure, Blackboard)
• Universities (CUNY, UCI)
• Technical documentation (Python.org)

This information suggests ChatGPT has go a salient postulation root for world and acquisition content. But to recognize the afloat scope of ChatGPT's interaction crossed the internet, let's analyse however postulation is distributed crossed each large industries.

Top Industries Receiving Traffic from ChatGPT 

A person look astatine ChatGPT's referral postulation reveals which sectors gully the astir idiosyncratic engagement.

Our investigation examined the 10,000 most-visited domains aft ChatGPT interactions, categorizing each by industry. The information represents unsocial sessions—meaning idiosyncratic visits that ended connected websites wrong each category.

Online services predominate with astir 10M sessions, but acquisition contented shows a beardown presence—education and region learning unneurotic relationship for implicit 9M sessions. 

Information exertion and bundle improvement likewise basal out, driving 7.8M combined sessions.

These numbers suggest ChatGPT often guides users to platforms offering applicable tools and learning resources. 

Traditional sectors similar retail (1.9M), concern (1.6M), and healthcare (1.5M) amusement notable but little postulation volumes. 

But what’s driving these patterns? To recognize this, we request to look much intimately astatine who is utilizing ChatGPT. 

Audience Demographics: Who is Using ChatGPT and Google?

Understanding idiosyncratic demographics helps uncover however these platforms service antithetic segments of the online population.

Scale and Reach

According to our Semrush .Trends data, Google reached 6.5B unsocial worldwide visitors successful December 2024, portion ChatGPT drew 566M visitors. These numbers amusement that portion Google remains dominant, ChatGPT has built a important idiosyncratic basal successful its archetypal year.

Demographics astatine a Glance

The demographic information reveals chiseled patterns betwixt the platforms. While Google shows wide practice crossed property groups and occupations, ChatGPT's idiosyncratic basal shows higher concentrations among definite segments.

Age and Gender

ChatGPT's idiosyncratic basal skews younger and much antheral compared to Google.

Occupation

ChatGPT’s assemblage is skewed much towards students. 

While Google shows higher practice among:

• Full-time workers
• Homemakers
• Retirees

These demographic patterns assistance explicate the postulation trends we observed earlier, peculiarly the precocious measurement of postulation to acquisition and region learning sites. 

This suggests an accidental for universities and world institutions. With the close strategy, these institutions could grow their scope done ChatGPT much than done accepted hunt alone.

What This Means for Your Digital Strategy

ChatGPT is changing however users interact with online content, shifting from passive find to progressive instauration and refinement of ideas. And having a wide marque with accusation that's accessible and retrievable for LLMs volition beryllium much important than ever. 

As SEOs we bash not request to wantonness the tactics we’ve ever relied connected but we bash request to germinate them. Where successful the past we looked astatine crawlability, indexability and halt astatine rankability, we present request to adhd successful Retrievability. That is, taking other steps to marque definite that halfway accusation astir our brands is available, accessible and prioritized for LLMs. What works is having contented successful hunt engines, websites and cognition graph entities that signifier portion of the grooming data.

Crystal Carter, Head of SEO Communications astatine Wix Studio

Our investigation of 80 cardinal clickstream records, combined with demographic information and postulation patterns, reveals 3 cardinal changes successful online contented discovery:

1. Traffic Distribution: ChatGPT drives notable postulation to acquisition resources, world publishers, and method documentation, peculiarly compared to Bing.
2. Query Behavior: While 30% of queries lucifer accepted hunt patterns, 70% are unsocial to ChatGPT. Without hunt enabled, users constitute longer, much elaborate prompts (averaging 23 words versus 4.2 with search).
3. User Base: ChatGPT shows higher practice among students and younger users compared to Google's broader demographic distribution.

For marketers and contented creators, this information reveals an emerging reality: occurrence successful this caller scenery requires a displacement from accepted SEO metrics toward contented that actively supports learning, problem-solving, and originative tasks. 

Organizations that accommodate their contented strategy to service these "creation-first" intents volition beryllium amended positioned to link with audiences, peculiarly younger users and students.