LLM Traffic Share Continues to Grow: New Data from Knotch

Knotch's latest analysis compares sitewide performance for a diverse set of enterprise brands from September 2024 to February 2025 against the period from March to June 2025. LLM’s share of sitewide traffic more than doubled during the latter period, whereas organic search’s share declined slightly. (Note: Figures in this report reflect weighted averages across brands.)

Key Takeaways

• Direct LLM share of total traffic grew 116% period over period. Though still representing a small share (0.06% of total traffic from September 2024–June 2025 based on weighted averages), there is strong engagement and conversion potential. Direct LLM traffic refers to web traffic generated when users interact with LLM platforms, like ChatGPT, Claude, Perplexity, and click on a citation or link embedded in the model's response that points to your website content.

• LLM conversions rose while organic search conversions declined. Despite the shorter comparison window (4 months vs. 6 months), LLM conversions grew by 124 %—a strong directional signal of rising impact. Average LLM conversion rate more than doubled over the same period. In contrast, organic search conversions fell by 38 %, with no change to conversion rate.

• Organic search still draws a high (yet decreasing) share of traffic. It accounted for just over 9% of total traffic, down slightly from the previous period.

‍Traffic Trends and LLM Discovery

LLM-driven share of sitewide views increased from 0.05% to 0.10% of total traffic in the most recent period, based on weighted averages across brands. In parallel, organic search remained a leading traffic source, though its share slipped slightly from 9.49% to 9.06%. These divergent trends suggest that AI-powered assistants are introducing new, high-intent audiences even as traditional search traffic softens.

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While both sitewide traffic and organic search traffic declined period over period, LLM traffic rose 34%—a notable increase given the shorter time frame of the March–June period.

‍Conversions That Defy Traffic Volume

Period over period, LLM conversions grew by 124%, despite the more recent window being two months shorter. Many brands also saw LLM conversion rates more than double, signaling that even a small share of LLM traffic can deliver outsized results when content aligns closely with audience intent. In contrast, organic search conversions declined by 38%, underscoring the growing strategic importance of LLM referrals.

Engagement That Counts

LLM visitors aren’t just passing through—they engage more deeply. Average time on page and scroll depth from LLM traffic held steady period over period, averaging 1 minute 26 seconds time on page and 45% scroll depth.

Why This Matters

As large language models become more integrated into daily workflows and decision-making journeys, brands must rethink how they structure and optimize content. The goal is not only to ensure content is surfaced by LLM responses but also to drive meaningful action once discovered. Organic search continues to deliver volume and conversions at scale; however, the shifts in share and engagement highlight the need for sharper strategies that address both channels. Together, LLM and SEO traffic represent complementary opportunities: LLMs deliver high-intent visitors, while SEO offers broad reach.

‍What Marketers Should Do Next

• Benchmark engagement by traffic source. As LLM continues to grow, compare its performance against organic and direct channels to assess evolving value.
• Invest in structured, intent-aligned content. LLMs prioritize clarity and usefulness; high-performing formats include FAQs, how‑tos, and expert explainers.‍
• Revisit UX if engagement metrics are underperforming. While LLM engagement appears steady or improving, optimizing for clarity and accessibility may support continued growth.

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Published July 31, 2025