Raise your hand if your website traffic has been personally victimized by LLMs. 

It’s not just you. AI search is impacting the way people find websites. But the story is more complicated than "AI stole my traffic." That's one of the things we explored for the Wix State of Websites report, based on data from 310 million users: how, exactly, AI is changing website traffic.

Here's what we found.

How is AI search impacting website traffic?

AI isn't just changing the way people build websites. It's changing the way customers (and, increasingly, bots) interact with them, too. But our data suggests the state of website traffic isn’t as dire as LinkedIn thought leadership would lead you to believe. Find calm in the numbers.

Traffic sources are diversifying

“Search" used to mean Google. Not anymore. AI search platforms now receive over 8 billion visits a month, according to SimilarWeb data featured in our Google vs. AI search report. 

As a result, AI platforms ping nearly 700,000 Wix sites every month, totaling 2.2 million sessions in March 2026 alone, up 35% from November. Many of those are AI bots searching sites in response to a question someone asked an LLM.

To be clear, LLMs still account for less than 1% of site traffic. But that number grew 4x between 2024 and 2025. And the field is diversifying fast: ChatGPT drives 69% of AI traffic, but Gemini traffic increased 4.7x in four months and Claude increased 7x in the same period.

Search isn’t dead

Search still accounts for 42% of site traffic, followed by direct at 40% and social at 13%.

Traffic patterns vary by industry. Where your traffic comes from depends heavily on what you do. 

• Healthcare sites get 53.8% of their traffic from search; people are actively looking for specific solutions, not browsing.  

• Consumer stores, events, blogs, and portfolios skew toward social at 18%, above the 13% average. 
  

• Business professionals like consultants and lawyers receive 2x the average share of LLM traffic. People are asking AI for recommendations before they visit a site.

Blogs still convey authority

This one isn't new, but the numbers are notable. Sites with blog content are 5x more likely to generate eCommerce sales and 5x more likely to secure bookings. Sites with 50 or more blog posts get 7x more monthly sessions than sites without one, driven primarily by organic search. Trustworthy content signals authority, both to potential customers and to LLMs.

Ready to share your ideas with the world? Start your blog. 

Online reviews signal trust

Modern search engines factor reviews into rankings. Sites with 50 or more reviews earn 40x more in median revenue and get 24x more traffic than those with fewer than 50. Add reviews to your Wix site to better control the narrative.

Structured website data is important for visibility in LLMs

As more people use LLMs and AI agents to find products and services, your site needs to be legible to machines. Protocols like NLWeb are making this possible, turning websites into conversational interfaces that AI agents can query directly.

The sites already doing this are pulling ahead. eCommerce sites with LLMs.txt earn 2x more revenue and get 4x more traffic than those without. Sites with structured data markup that passes Google's rich-results inspection earn 2x more revenue and get 9x more traffic.

More traffic. More revenue. That's the difference between a site that's optimized for the old internet and one that's ready for the new one.