LLM traffic converts dramatically better than traditional search results.
Traffic from ChatGPT-style experiences converts up to nine times better than traditional search, according to a study I conducted with my Cornell master’s students. The reason is that large language models behave more like trusted advisors than search engines. This fundamental shift is already transforming how consumers discover and buy. If your brand isn’t showing up in these conversations, you’re invisible to a growing segment of consumers who rely on LLMs for recommendations.
— Answer Engine Optimization — What Brands Need To Know · Forbes