SEMrush compared 890 US sites running parallel SEO and GEO programs. AI-referred sessions converted at 15.8% on average versus 3.2% for organic search landing pages in the same categories.
Why conversion diverges
- AI prompts skew toward late-stage intent (“best,” “recommend,” “who should I hire”).
- Single-answer formats pre-qualify brands before the click.
- GEO content is structured for decision-making, not informational browsing.
The report recommends hybrid measurement: track AI mention share, assisted conversions, and branded prompt coverage alongside classic rank and traffic KPIs.
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