Australian businesses do need SEO for ChatGPT, but as an addition to Google rather than a replacement for it. OpenAI says ChatGPT handles about one-fifth as many search-like queries as Google, yet October traffic data shows Google sent about 69 times more visits to websites.
What did OpenAI actually say?
OpenAI says ChatGPT now handles roughly one-fifth as many search-like queries as Google. Adam Fry, ChatGPT’s consumer product lead, shared the figure with Alex Kantrowitz of Big Technology at an OpenAI dinner in New York on 2 November 2026.
The definition matters. According to Search Engine Journal, Fry explained the count this way: “Every time you ask a question and go search the web, that’s a search.”
Three details are missing from the published interview:
- Which Google figure OpenAI used
- The time period behind the comparison
- The regions covered
That means this is not an Australian figure, and it can’t be compared neatly with other estimates. It’s also OpenAI’s own number rather than an independently audited one.
Is ChatGPT really a fifth of Google’s size?
It depends on what you measure. The one-fifth figure counts queries, while website owners usually care about visits, and the gap between the two is large.
| Measure | ChatGPT | Source | |
|---|---|---|---|
| Search-like queries | Roughly 1/5 of Google’s volume | Comparison figure not stated | OpenAI, November 2026 |
| Estimated search volume, using a different definition | About 12% of Google’s volume | Over 5 trillion searches a year | Ahrefs estimate, February 2026, as reported by Search Engine Journal |
| Share of tracked website traffic | 0.36% (4.3 million visits) | 24.74% (297.8 million visits) | Ahrefs AI vs Search Traffic Analysis, October 2026, 118,671 sites |
On the traffic measure, Google sent about 69 times more visits than ChatGPT. The share figures aren’t specific to Australia and only cover sites using Ahrefs’ free analytics tool.
This data also doesn’t prove people are switching from Google to ChatGPT. In its latest quarterly results, Google said its year-on-year query growth was the highest in five years. Search Engine Journal notes that neither company’s figure shows whether ChatGPT searches are replacing Google searches.
Traffic won’t tell the full story either. Someone can read a recommendation in ChatGPT and never click through, or visit your site later by typing in your name. Some AI-influenced visits may also sit within the 31.08% of tracked traffic labelled direct or the 19.03% labelled unknown, although the data can’t confirm how many.
What does this look like in Australia?
We don’t have an Australian version of OpenAI’s figure, but local data shows AI is already part of how Australians search.
- Roy Morgan found 45% of Australians aged 14+ used ChatGPT in an average four weeks in the March quarter of 2026. This covers all use, not just search.
- YouGov found 36% of Australian online searchers start at least one search a day with an AI assistant, but only 16% of Australians use AI as their main starting point.
- In Oceania, ChatGPT accounted for 0.53% of tracked website traffic in October 2026, compared with 38.36% for Google. This region includes New Zealand and only covers sites using Ahrefs’ free analytics tool.
The pattern looks similar here. Australians are using AI, but Google still sends websites far more visitors.
What should Australian businesses do?
Protect your Google visibility first, then build your presence in AI tools alongside it. You don’t need to choose one over the other, and one headline figure isn’t a reason to shift your whole marketing budget.
1. Keep your Google foundations strong
Google remains the far bigger source of search visits. Keep your Google Business Profile accurate and active, earn reviews consistently, and make sure each key service has a clear, useful page.
2. Make your business easy for AI tools to understand
AI tools need clear information before they can confidently mention a business. These steps improve your chances, but no one can guarantee a recommendation:
- Answer the questions customers ask before they buy, in clear language on your service pages.
- State what you do, who you help and where you operate.
- Keep your business name, address and phone number consistent across your website and directories.
- Earn mentions on trusted third-party websites, such as industry associations and local media.
3. Track AI visibility as well as clicks
Clicks alone will understate AI’s influence on your business. Track referral visits from AI tools in your analytics, then regularly test the questions your customers are likely to ask. Record whether your business appears, how it’s described and which sources are cited.
It also helps to ask new enquiries how they found you. This can pick up AI recommendations that your analytics can’t see.
4. Review your own data before changing your budget
Broad figures can show the direction of search, but your own customers matter more. Compare your Google and AI referral traffic, along with enquiries from each source, over several months. Use that evidence to decide how much attention each channel deserves.
Show up where your customers are searching
The practical takeaway is simple: keep earning visits from Google, and make sure AI tools can find and understand your business too.
DigitUX helps Australian businesses build visibility across both. Explore our AI SEO services or contact us to find out how your business currently appears.
FAQs
Is ChatGPT replacing Google?
The available data doesn’t show that. OpenAI reports strong growth in search-like queries, while Google reports its highest year-on-year query growth in five years. Both can grow at once, and neither figure shows people moving from one to the other.
Do small businesses need SEO for ChatGPT?
Yes, but as an addition to Google SEO rather than a replacement. Clear service pages, consistent business details and trusted third-party mentions can support visibility in both.
How much traffic does ChatGPT send to websites?
ChatGPT accounted for 0.36% of tracked traffic across 118,671 websites in October 2026, compared with 24.74% for Google. These figures aren’t specific to Australia, so your own analytics are the best guide for your business.
How can I see whether ChatGPT is sending me visitors?
Check your website analytics for referral traffic from chatgpt.com. Some visits may not be labelled clearly, so test relevant questions in ChatGPT and ask new enquiries how they found you.
Sources
Figures current as of 5 November 2026.