Reference traffic from chatgpt to websites has fallen by 52% since 21 July, according to Josh Blyskal from Profound, who analyzed more than 1 billion chatgpt and 1 million referrals visits of a sample of sites about different verticals.
By the figures. Some of the most important findings:
- Reddit -citates have risen by 87% since July 23, now 10% of all chatgpt -quotes.
- Wikipedia jumped 62% of his low point and took almost 13% of the quote share.
- The top three sites – Wikipedia, Reddit and TechRadar – accounted for 22% of all quotes, an increase of 53% in just a month.
Chatgpt is now in favor of a handful of ‘answer-first’ sources, while brand websites lose visibility and millions of potential referral clicks.
What happens. Blyskal said this is not a GPT-5 effect (GPT-5 launched August 7). Chatgpt’s citation consolidation started weeks earlier, which suggested that OpenAi reinforced its collection system manually to promote useful answers.
The bigger image. In his LinkedIn -messageBlyskal notes two things that are especially important for B2B marketers to know. Firstly, Chatgpt Merkethouder gives priority to conversion (“schedule A demo”). Secondly, answer-first platforms such as Reddit and Wikipedia win standard because they are looking directly for user questions.
“The citization option is huge for brands that are willing to shift from the conversion first to answer the first content,” wrote Blyskal.
Bottom Line. The citation experiments of OpenAI can cause large traffic fluctuations. Brands that do not give real answers can be pressed from chatgpt -answers.
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About the author
Danny Goodwin is editorial director of search engine Land & Search Marketing Expo – SMX. He joined Search Engine as a senior editor in 2022. In addition to reporting the newest search news for search marketing, he manages the SME program (subject expert) of Search Engine Land. He also helps our SMX events programming.
Goodwin has been edited and written since 2007 about the latest developments and trends in search and digital marketing. He was previously executive editor of Search Engine Journal (from 2017 to 2022), editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He spoke at many important search conferences and virtual events and comes from his expertise through a wide range of publications and podcasts.
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