The way customers discover businesses online is changing. People are no longer relying only on Google to find products, services and recommendations. They are increasingly using AI platforms like ChatGPT to research brands and make decisions. But can ChatGPT actually bring visitors to your website? According to Semrush’s 17-month clickstream study, ChatGPT referral traffic is becoming an important part of the digital marketing landscape. For businesses, this creates a new opportunity to improve online visibility and attract potential customers. ChatGPT is no longer just a tool for answering questions. It can also help users discover websites, products and services. Semrush’s research found that outbound referral traffic from ChatGPT increased by 206% between January 2025 and January 2026. This indicates that users are increasingly moving from AI-generated answers to external websites. When ChatGPT recommends a brand or references a useful source, users may click through to explore it further. Businesses now have another channel to consider when planning their website traffic generation strategy. Getting discovered by ChatGPT requires more than simply having a website. Your content needs to be relevant, informative, trustworthy and easy to understand. This is where Search Engine Optimisation (SEO) and Generative Engine Optimisation (GEO) become important. Publishing helpful blogs, answering customer questions, maintaining accurate business information and building website authority can improve your chances of being discovered across search platforms. A strong SEO foundation also supports visibility on traditional search engines like Google. Businesses should also invest in professional website development to ensure their websites offer a good user experience and are technically sound. Businesses should start by creating content around the actual questions their customers ask. Develop detailed service pages, publish informative blogs, use clear headings and maintain a technically sound website. Include relevant keywords naturally rather than repeating them unnecessarily. Build credibility through genuine customer reviews, industry insights and useful information. Most importantly, track website visits through Google Analytics and monitor referral sources to understand whether AI platforms are bringing visitors to your website. Combining organic SEO with a well-planned performance marketing strategy can also help businesses reach potential customers through multiple digital channels. ChatGPT is creating another pathway for customers to discover businesses online. However, AI visibility should complement not replace traditional SEO. Businesses that invest in quality content, website performance and a consistent digital marketing strategy can build stronger visibility across multiple discovery platforms. At Centre Source, we believe the future of digital growth belongs to brands that are ready to adapt to how people search, discover and connect. If your business wants to strengthen its online presence, explore our Content and SEO Strategy services and take the next step towards sustainable digital growth.