GEO Value Beyond Referral Clicks: Why AI Answers Shape Buying Early

Is GEO Worth It When AI Referrals Are Small?

This SEJ piece is a counterpoint to research by Marie Haynes, who found that ChatGPT referrals amount to under one percent of search visits and concluded that digital teams should not chase generative engine optimisation. The author ran a follow-up study across a much larger set of sessions, found a similar low share, and then argues that the headline numbers miss where AI actually shapes decisions. Much of the research, comparison and shortlisting now happens inside the chat window, so the eventual click is often credited to Google.

For brand builders, the useful point is the conversion gap: visitors arriving from ChatGPT convert at several times the rate of typical search visitors in the cited data. Whether or not you agree with the strategic conclusion, the piece is a clear case for measuring influence, not just sessions. Strategists, SEO leads and B2B marketers should read it before deciding how much budget to move away from GEO.