LLMs vs. SEO: Inside Knotch’s Latest Data on Evolving Audience Behavior
Key Takeaways:
- LLM traffic accounts for just 0.13% of visits but drove 0.28% of conversions—more than 2x its traffic share.
- Organic search drives 15.6% of total traffic and 26.6% of conversions, 1.7x of its traffic share.
- Organic search saw an average 29% increase in views across clients.
- LLM and SEO visitors show strong engagement, 2x time on page and 1.3x scroll depth than sitewide visitors.
Knotch's analysis of audience behavior data across a diverse set of enterprise clients examines two distinct but critical forces shaping today’s content performance: organic search and large language model (LLM) traffic.
By examining traffic, engagement and multi-session conversion patterns of thousands of pages across industries such as finance, technology, education, and healthcare, we uncovered surprising differences in how audiences engage with—and convert through—content surfaced via SEO and AI-powered LLM referrals.
While LLM-driven traffic remains small in volume, its conversion rate and engagement depth far outpace expectations. At the same time, organic search continues to deliver reach and scale.
The Numbers Speak Volumes
LLM traffic, though accounting for just 0.13% of total site visits, is punching above its weight, contributing to 0.28% of total conversions—over twice its share. For marketers with an eye on efficiency and growth, this is an emerging opportunity to harness a potent new force in the AI-driven content landscape.
Meanwhile, organic search remains a leading traffic and conversion driver, accounting for 15.6% of total traffic and 26.6% of total conversions, but its relative impact shifted across time periods. From March to August 2024 compared to September 2024 to March 2025, organic search views varied widely, ranging from a 22% decline to a 156% surge. Despite this variability, which may have been impacted by seasonality, the average change was a 29.2% increase—reinforcing that organic search remains a growth channel overall. Organic search headwinds are not being felt by these Knotch clients, and their expert SEO teams.
Small Audiences, Big Wins
Despite its modest size, LLM traffic is delivering results that matter. In one standout example, a mere 0.14% of traffic from LLMs drove 1.09% of total conversions—nearly 8x the average conversion efficiency.
Our analysis shows that half of the brands saw conversion rates from LLM traffic that were more than double their sitewide averages. Some even experienced triple-digit gains, underscoring the need for LLM-optimized content that captivates and converts.
On the SEO side, even when traffic declined, many brands saw conversion rates rise, pointing to stronger targeting, better content, or improved alignment with user intent.
Engagement That Counts
LLM visitors aren't just passing through; they're diving deep. On average, they deliver:
- 1.3x higher scroll depth, signaling deeper content consumption
- 1.9x longer time on page, indicating stronger engagement and intent
In some instances, time on page soared to more than 2.7x the site average. This isn't just casual browsing; it's a high-intent audience ready to engage.
Organic search traffic also showed stronger-than-average engagement, with 1.3x higher scroll depth and 1.5x longer time on page compared to sitewide norms.
Why This Matters
As LLMs become increasingly integrated into the daily workflows and decision-making journeys of both audiences and professionals, brands must rethink how they structure and optimize content. The key? Not just creating content that gets surfaced in LLM responses but ensuring it drives to meaningful action once discovered.
Organic search continues to deliver volume and conversions at scale, even as shifts in share and engagement signal a need for sharper strategies.
Together, LLM and SEO traffic represent different but complementary opportunities: LLMs bring high-intent visitors, while SEO offers broad reach and steady demand.
What Brands Should Do Next
- Track and Compare Traffic Source Behaviors:
Segment LLM and organic search referral sources in your analytics dashboard to understand differences in behavior.
- Audit for Visibility:
Structure your content to be easily understood and surfaced by LLMs as well as search engines. Focus on clear answers, credible sourcing, and strong contextual signals.
- Double Down on Conversion Optimization:
High-intent traffic is an opportunity not to be wasted. Make sure the pages LLM audiences land on are designed to convert, with clear CTAs, compelling offers, and frictionless UX.
Final Thought
LLMs aren’t just the future of search—they’re already shaping where your best customers come from. At the same time, organic search continues to deliver consistent reach and impact. The brands that recognize and respond to both forces will be the ones that win. The data is clear: high-intent audiences are showing up through LLMs and search alike, and they mean business.
Published April 12, 2025
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