SEO works better than AI referrals for conversions, study finds
Organic search delivered 39 times more traffic than AI assistants, with 97.5% of visits coming from organic sources.
Foster argues AI visibility should be part of a broader search strategy, not a separate focus. However, AI’s real impact lies in shaping organic traffic, not standalone referrals. Sites with growing organic search also saw AI traffic rise, while those with declining organic search saw AI traffic fall. Foster recommends prioritizing consistent, credible business information across all platforms to improve both organic and AI visibility.
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Your AI Search Strategy Should Not Be A Separate Strategy
forbes.com · 5 October 2026
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