What the Latest Data Really Shows About AI and Google

According to a report highlighted by Search Engine Journal, fresh data from Similarweb reveals that AI search tools are not pushing Google aside. Instead, most people use both—95% of ChatGPT users also visit Google in the same month. This matters because many business owners fear that AI will make traditional SEO obsolete. The numbers show that Google still pulls in about five times more monthly visitors than all AI chatbots combined.

The report also found that only 6.8% of ChatGPT answers in the U.S. include a link to an external source. That means nine out of ten AI responses send no one to your website. At the same time, AI platform usage is growing fast—up 70% in visits year over year. The real story is that AI is stacking on top of existing search habits, not replacing them.

Why the Disconnect Between Citations and Clicks Changes SEO Strategy

Here is the part that most businesses miss: AI often cites deep pages inside your site, but when people actually click through, they land on your homepage. The citation and the click go to different places. If you only track whether your content gets mentioned by AI, you might think you are winning when no real traffic arrives. SEO now needs two separate measurements—one for AI trust and another for actual visitor behaviour.

This changes how you should think about Google rankings. The Google algorithm still rewards clear, trustworthy content that answers user questions. AI models pull from the same pool of information. So good SEO practice helps you in both places. But the journey is different: a human who clicks from AI often needs a clear path from the homepage to a conversion, while someone coming from Google might land on a specific product page. You cannot treat them the same way.

What This Means for Australian SMBs

For small and mid-sized businesses in Australia, the takeaway is simple: do not abandon your Google strategy. The data shows that traditional search still drives the vast majority of traffic. At the same time, AI usage is growing quickly, even among older Australians—half of all generative AI users are now 35 or older. That means your local customers are starting to use tools like ChatGPT, but they are not leaving Google behind.

Australian businesses often have tight budgets and cannot afford to chase every trend. The smart move is to double down on core SEO fundamentals—fast loading pages, clear answers to common questions, and strong local search signals—while also testing how your content appears in AI responses. Ignoring either channel would be a mistake.

What You Can Do Now

  • Audit your current Google rankings and make sure your site loads quickly, especially on mobile. Core Web Vitals still matter for both Google and AI trust.
  • Create short, authoritative FAQ pages that answer the exact questions your customers ask. AI models love pulling from clear, structured content.
  • Set up separate tracking for AI citations and for actual referral traffic from AI sources. Use your analytics to see which pages people land on and whether they convert.
  • Optimise your homepage for visitors arriving from AI. Since most clicks land there, add clear calls to action and easy navigation to your top products or services.
  • Monitor your share of voice in your industry category. The Similarweb data shows big differences between brands in the same field—track competitors to stay ahead.

At MS&VG, we help Australian businesses navigate these shifts with our AI-powered SEO service. We combine traditional search ranking strategies with the latest insights on how AI models discover and cite content, so you get the best of both worlds without wasting your budget.