AI is entirely rewriting how the net works, but optimizing for ample tongue example visibility misses anywhere the genuine come back on funding exists as the web morphs from a location to discover data to the agentic web.
Have you measured how many of your website’s visitors arrive from LLM tools akin ChatGPT?
I looked at 12 months of GA4 data throughout 100 distinct websites of varying sizes alongside complete 145 myriad sessions. In this dataset, sessions from ChatGPT amounted to fair 0.62% of the quantity driven by Google Organic.
That’s not a typo. 0.62%.
When all another LLMs were included in this number, it risen to 0.73%.
I asked Gemini 4 Argon in Antigravity to rotate this into a explanatory to assistance me visualize the measure of this:
While it’s interesting to measure and try to power whether your satisfied is being cited by ChatGPT, for the huge bulk of sites this traffic is miniscule compared to Google integrated visitors!
What About Conversions?
Of the 100 sites in my dataset, 55 were tracking conversions in GA4. I did certainly discover that ChatGPT visitors converted at a higher rate.
- Google integrated visitors converted at a charge of 3.02%.
- ChatGPT visitors converted at a charge of 13.8%.
However, equal although ChatGPT visitors converted at additional than 4.5x the charge of Google integrated visitors, Google motionless drove 96.5% of the total conversions throughout all channels analyzed.
In my small dataset, Google integrated drove 27x additional conversions than all LLMs combined.
Will this alter as LLM acceptance grows?
When ChatGPT had been out for a few months, many of us looked at the clicks from ChatGPT, saw they were increasing, and predicted that if the exponential trend continued, LLMs would eventually dispatch far additional traffic than Google.
We were wrong.
I tasked Antigravity alongside looking at those 100 properties and calculating the company total of visits from ChatGPT. In August of 2025, in conjunction alongside the publish of GPT-5, the exponential growth of ChatGPT sessions ended. In fact, ChatGPT has been sending small and small visitors to websites since then.
Yes, AI Is Changing Search, But Google Is Still The Most Important Search Engine
There’s so much concentration in our industry on “GEO” – optimizing for generative engines. It boggles my intellect how much prosperity has been raised and earned by companies that track your mentions in ChatGPT and another LLM tools.
We are chasing the new thing!
We can all see that AI is changing how businesses are established on the internet, but I think we’re missing the item by putting so much accent on group finding us via ChatGPT and akin LLMs.
The AI hunt that is really sending group to businesses today isn’t ChatGPT. It’s Google.
Between AI Overviews, AI Mode, and a center ranking scheme that is now mostly driven by AI, millions of group are using AI hunt all day without always leaving Google.
We can lament complete the fact that our clicks to informational satisfied are drying up, but the actuality is that the web is changing. If group are looking to affect alongside a endeavor akin yours, afterward Google Search is by far the most apt way they volition discover you.
The issue is, it is difficult for us to measure our progress. Rank tracking method little. Search Console gives us some data but small that’s immediately actionable. I would advance you to activity on figuring out what a conversion or key event looks akin for your endeavor and tracking it. Surprisingly, 45 out of the 100 sites I randomly sampled were not tracking any key events! Then activity towards improving those metrics. Focus on improving person satisfaction far additional than optimizing for machines. Today’s Google’s ranking systems are heavily influenced by profound learning (AI) algorithms that are continually operating to foretell what it is a searcher volition discover the most helpful.
I’d affection to see additional of my amazing colleagues (aka you perhaps?) publish data to display how you are shifting your efforts in this new and unfamiliar era of Search. Here’s one from Wil Reynolds. If you can fig out how to track and measure your advancement as Search changes, you have precious insights that volition assistance others in our industry!
Start Thinking About The Opportunities In Agentic Search
Google’s CEO Sundar Pichai lately stated that “Search volition rotate into an delegate manager.”
This method that Search shifts from being a passive way to discover links to an energetic activity coordinator. I don’t think anyone, equal group from inner Google, can foretell how the next era of hunt volition unfold.
At Google I/O final year, I filmed this clip anywhere Sergey Brin was asked what the web volition appearance akin in 10 years. He stated it was unattainable to predict.
“I don’t think we really cognize what the earth looks akin in 10 years.”
Then Demis Hassabis said:
“The web is going to alter fairly a lot if you think concerning an agent-first web, akin it doesn’t necessarily need to see renders and things akin we do as humans using the web. So I think things volition be beautiful distinct in a few years.“
I don’t cognize what the web volition appearance akin in 10 years, but we have a fine idea of the types of things that are going to alter it in the next few years.
Google’s Universal Cart
The Universal Cart aggregates products from multiple retailers into a unified checkout inside Google Wallet. It actively monitors cost adjustments, promotions, and restocks. Searchers are capable to add products from multiple vendors and afterward inspect out without always visiting their sites.
Where the chance lies: Get to really cognize Google’s Merchant Center. There is a new AI aide in Merchant Center that I discover fairly helpful. If you can master Merchant Center data, you’ll perchance be capable to see additional of your products bundled into Universal Carts.
Universal Commerce Protocol
Governed by Google, Shopify, and Stripe, UCP provides the open finding tier for AI agents to difference inventory and acquisition natively, keeping your client as Merchant of record. People volition be capable to buy your products without always leaving Google’s surfaces.
Where the chance lies: We volition need to develop specialized SEO to contain agentic finding endpoints. There volition be a need for SEOs who comprehend /.well-known/ucp and how products and their options are presented from inside Merchant Center. I think we’ll discover ways to optimize for agentic finding of products. But much of this volition arrive downward to really having the finest products, prices, and client service. Figuring out fine ways to do competitor investigation volition be important. And this volition be difficult since we’re entering an era anywhere no two Google searches create the identical results. There volition be no uncomplicated way to study on this!
WebMCP (Model Context Protocol)
WebMCP enables websites to disclose their interactive functions (forms, calculators, booking schedulers) immediately to AI agents via declarative markup and imperative APIs.
Where the chance lies: There is so much to study here! I do think it’s a small first for most businesses to be creating WebMCP-enabled tools, as the innovation is motionless developing. But it’s not too first to commencement experimenting. I’d propose brainstorming alongside AI on what you can recommendation that agents would desire to use via WebMCP.
Intelligent Eyewear
Google doesn’t desire us to say “AI Glasses,” but rather, they are calling it “Intelligent Eyewear.” Google says its archetypal intelligent eyewear devices are coming this autumn (i.e., any day now). Gemini-powered eyewear operating Android XR (audio frames alongside Warby Parker and Gentle Monster, followed by micro-LED display glasses) has the possible to radically alter how group search.
Where the chance lies: I have heard many say that they won’t obtain off. I think they will. They may not substitute hunt but develop it, beginning up new ways to engage alongside your customers. Imagine purchasing a subscription to have your favorite formula blogger guide you during you’re cooking? Or perchance you can create a plumbing aide that helps alongside small jobs and makes it uncomplicated to call in a expert whenever needed. It volition open up brand new ways to shop – Hey Gemini – appearance at that garment she’s wearing, discover me one in my size and buy it for me!
Here is Google’s Android XR hub alongside resources to assistance you create apps for Intelligent Eyewear.
I am very enthusiastic for the opportunities that appear alongside this innovation that volition develop Search from item that happens on our screens to item that is about us as we live.
And this is fair the start. As we study how to use AI agentically, I anticipate all sorts of new opportunities volition appear as well.
A Prompt For You To Use
Try this:
Read this part I fair peruse by Marie Haynes, https://www.mariehaynes.com/geo-is-a-distraction/ and assistance me answer these questions: I desire to acknowledge applicable "Agentic Search and Commerce" opportunities for my business. Search engines akin Google are evolving from nexus indexes into "agent managers" that coordinate tasks and execute transactions (via technologies akin Google Universal Cart, the Universal Commerce Protocol / UCP, WebMCP interactive website tools, and multimodal hunt on astute eyewear). About my business: - Website / Industry: [INSERT URL OR BRIEF DESCRIPTION] - Primary products, services, or offers: [INSERT WHAT YOU SELL OR PROVIDE] - Current chief key event or conversion goal: [E.g., ecommerce purchase, booking a demo, phone call, citation request] Act as an AI Search and Agentic Commerce Strategist. Analyze my endeavor example and provision me: 1. Universal Cart & Feed Opportunities: Where could merchandise nourish data, inventory status, or promotional markup assistance Google's automated buying systems bundle or propose my offers immediately at the item of intent? 2. WebMCP Tool Ideas: What interactive function, tradition calculator, booking flow, or self-service troubleshooting tool could we build that an autonomous AI delegate (like Google-Agent) would affection to engage alongside on a customer's behalf? 3. Ambient & Eyewear Scenarios: How power person in the genuine earth encounter a issue my endeavor solves (or see a merchandise I sell) during wearing astute glasses? What ambient, "See it, Solve it, or Buy it" use case could we prepared for? 4. Next Steps for My Team: What are 2 realistic, low-lift experiments we can commencement evaluation complete the next fourth to get onward of competitors who are lone optimizing for norm blue links?
There’s no denying that Search as we cognize it is changing. But chasing ChatGPT citations and LLM mentions is optimizing for the incorrect target. I’d advance you to really study how Google Search and its AI surfaces are representing your brand and operating to enhance so you are by far the finest choice for searchers. I think that all endeavor have to be investing period in preparing for the agentic web by exploring how UCP, WebMCP, intelligent eyewear and additional that has yet to be imagined volition provision new challenges and opportunities!
More Resources:
- What Pichai’s Interview Reveals About Google’s Search Direction
- Agentic Commerce Optimization: A Technical Guide To Prepare For Google’s UCP
- Well-Known SEO Explains Why AI Agents Are Coming For You & What To Do Now
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