Don't waste money on AI search or 'GEO'

Before you hand anyone money for ‘GEO’ or ‘AI search optimisation’, do the thing none of them ever do and look at the data.

I pulled twelve months of analytics across the 70-odd business websites we look after and counted how much traffic actually came from AI. On most of them it was between 0.1 and 0.5% of sessions. The highest anywhere was 2.4%, the lowest 0.02%. The independent numbers say the same: about 1% across the whole web, whilst boring old search engines still send roughly half of everything.

So no, you don’t need to pay anyone to optimise for that 1% yet. I went into the traffic side of this in No, AI hasn’t killed your website traffic.