Between November and January, Google Gemini more than doubled its referral traffic to websites, significantly increasing by 115% according to SE Ranking’s data from over 101,000 sites using Google Analytics. The surge began in December with a 51% rise, coinciding with the rollout of Gemini 3’s various models. By January, Gemini attracted 29% more visitors than Perplexity globally, a notable turnaround from August when Perplexity led by a substantial margin.
Conversely, ChatGPT’s referral traffic peaked in October but has since dropped, with an 8% decline in November and an 18% in December. Despite this decline, it still commands approximately 80% of all AI-driven web traffic. SE Ranking reports that AI platforms account for just 0.24% of global internet traffic, a modest increase from previous years.
As SE Ranking continues to monitor AI referral traffic through 2026, the growing trend for Gemini offers insights into shifting dynamics in the AI landscape.
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