LLM traffic converts differently — here’s what to do about it

Paid search has long been the workhorse of performance marketing because you can connect a click to a conversion. But AI-driven search is creating a different kind of referral traffic — one that arrives after an AI system has already helped shape the user’s decision. Our data shows LLM referral traffic converts at 20%, making it the highest-converting tactic in our dataset and 61% higher than paid search. The challenge is figuring out how to convert that traffic when the journey that led to the click looks nothing like a traditional search. AI search is changing the journey before the click The growth of LLMs broadly and Google AI Mode is…

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