SearchEngineLand’s recent article, “AI search clicks aren’t always better traffic,” stirred the pot with data from Ahrefs showing that AI search users bounce more, view fewer pages, and engage less deeply than traditional searchers.
At first glance, it might look like AI traffic is lower quality. But at Scorpion, we know that’s not the full story.
Why AI Traffic Behaves Differently
According to Ahrefs, AI-driven visitors:
- Bounce from a website 4.1% more than traditional search users
- View fewer pages (4 pages on average vs. 5.5 from overall users)
- Stay slightly longer, but explore less
As Maddie Rogers, Director of Ranking Operations at Scorpion, puts it:
“More people are turning to AI tools for quick, top-of-funnel questions, but when someone is ready to actually book a service, like calling a plumber or hiring a lawyer, they're still turning to traditional search.”
That’s the nuance often missed. AI tools are becoming a go-to for research and ideation, but real-world decision-making for high-stakes, local services still happens through trusted search channels.
AI Traffic Is Different, Not “Lower Quality”
There’s a temptation to lump all AI users into one behavioral bucket. But that’s a mistake.
“There’s a big difference between someone actively using ChatGPT and someone passively encountering Google’s AI Overview,” Rogers adds. The platforms shape user intent, which means SEO strategies must be flexible and informed, not reactionary.
Holly Holder, our Director of Ranking Strategy, agrees:
“AI-generated traffic isn’t lower quality. It’s just playing by a different set of rules. It’s more conversational, more exploratory, and often sits higher in the funnel.”
Content Strategies for an AI-First World
So how do we adjust? Holder emphasizes human connection:
“In a world where AI can generate anything, people crave what feels real. That’s why we’re putting more emphasis on client testimonials, team quotes, awards, and original video.”
Holder adds another layer: “Stay nimble. The fundamentals of SEO still matter, but the way users engage is evolving, so our strategies need to evolve alongside it.” That means testing content formats, experimenting with structure, and reinforcing trust signals across your digital presence.
The Real Conversation We Should Be Having
The biggest misconception right now? That AI is replacing search. Rogers pushes back on this:
“The usage numbers are big, yes, but we don’t have clear data yet on whether those interactions are displacing decision-making behaviors or just supplementing early research.”
Holder echoes that sentiment: “It’s less about where you rank for one term and more about how your online presence tells a cohesive, trustworthy story.”
Final Takeaway: Adapt Without Abandoning What Works
AI isn’t here to destroy traditional marketing. It’s reshaping how people move through the funnel. That means the most successful businesses will meet users where they are: with human, helpful, and high-trust content in both AI and traditional search channels.
That’s exactly what Scorpion’s RevenueMAX is built for. This complete collection of digital marketing solutions helps local businesses go beyond surface-level traffic metrics. By tying every lead back to real revenue outcomes, it shows what’s working, where to invest next, and how to grow with clarity, not guesswork.
Not sure how AI traffic fits into your business's growth plan? Let’s chat and get a plan built around performance, trust, and turning online visits into revenue-driving action.
