LLMs, AI Overviews may be quietly driving homepage traffic: Report

Google’s AI Overviews and large language models (LLMs) have severely eroded clicks , click-through rates , and organic traffic to websites. But a new Siege Media report may have found a silver lining: even if your sitewide traffic is down, your homepage may be increasing.

By the numbers. For the websites examined in this study, homepage clicks increased:

• Overall: 10.7%
• B2C: 8%
• B2B: 15%

Why we care. As the report put it: “The sky isn’t falling. It’s shifting.” Because homepage traffic tends to convert better, brands with strong visibility in AI Overviews and LLM-generated results can reap the rewards.

Yes, but. Not all brands win. If your website isn’t already getting homepage traffic, you still won’t. Non-brands and those reliant on non-branded traffic appear more likely to suffer. As the report put it:

• “If you weren’t a brand, this change hasn’t suddenly made you one.”

About the data. Siege Media analyzed six months of Google Search Console data from 50 national websites (28 B2B, 22 B2C). It compared homepage and sitewide traffic between the most recent three months and the prior three, to identify patterns emerging during a period of accelerated AI Overviews rollout and LLM changes.

The report. Homepage Traffic is Up 10.7% from AI Overviews and LLMs [50-Site Study]