ChatGPT vs Google: Tracking the Shift in Referral Traffic

Introduction

The landscape of web traffic is undergoing a significant transformation as AI-powered search tools like OpenAI’s ChatGPT gain traction. A new dashboard from Ahrefs and Tim Souo, available at chatgpt-vs-google.com, provides a comparative analysis of referral traffic from ChatGPT and Google Search. While Google maintains a dominant share, ChatGPT’s growth rate is noteworthy, signaling a shift in how users discover content online.

Current Traffic Landscape

According to the latest data, Google accounts for 41.9% of total web traffic, while ChatGPT contributes 0.19%. Despite this disparity, ChatGPT’s monthly growth rate of 5.3% outpaces Google’s 1.4%, indicating a rapidly expanding presence in the referral traffic arena.

Recent Decline in ChatGPT Traffic

However, recent reports indicate a 52% drop in referral traffic from ChatGPT since July 21, 2025. This decline follows updates to OpenAI’s systems, which have impacted the amount of traffic ChatGPT is sending out from its interface.

Implications for Content Creators and Marketers

For businesses and content creators, the rise of AI search presents both opportunities and challenges. While Google remains the primary source of web traffic, optimizing content for AI-powered platforms like ChatGPT could capture a growing segment of users. Early adoption of AI search optimization strategies may position brands advantageously as this trend continues to evolve.

Conclusion

The comparative analysis of referral traffic from ChatGPT and Google underscores the dynamic nature of the digital landscape. While Google continues to lead in traffic share, the rapid growth of AI-powered search tools like ChatGPT signals a shift in user behavior and content discovery. Monitoring these trends and adapting strategies accordingly will be crucial for staying competitive in the evolving online ecosystem.