ChatGPT Use Is Rising but Google Still Drives the Traffic

Most ChatGPT Users Still Rely on Google

Despite the hype around AI search, most people are not using ChatGPT as a replacement for Google. According to data from Similarweb shared by SEO consultant Brodie Clark, 95.3%of users who visited ChatGPT in August also visited Google. Yet, only 14.3% of Google users visited ChatGPT. This suggests that ChatGPT is being used more as a supplement than a standalone source.

International SEO expert Aleyda Solis added additional context. Google recorded 83.8 billion visits in August, while ChatGPT had 5.8 billion. That puts Google’s traffic at more than 14 times that of ChatGPT. Even with AI generating attention across industries, Google still dominates user behavior on a global scale.

For law firms that are trying to understand how search behavior is changing, this data helps clarify one thing. People are experimenting with AI, but they are not letting go of their usual habits. That means the value of ranking well on Google has not diminished.

AI Prompts Curiosity, But Search Validates

Even as more people experiment with AI tools like ChatGPT, many still return to Google to confirm what they’ve seen. That habit is not fading. According to research from Nielsen Norman Group, even users who regularly engage with AI tools continue to rely on traditional search engines to verify results or dig deeper.

This behavior points to a gap in trust. ChatGPT can provide fast, conversational responses, but users still want confirmation from a familiar source. In most cases, that source is Google. The fact that 95% of ChatGPT users also visit Google reinforces this.

For marketers and law firms alike, this means AI is not the final step in the search process. It often functions as a starting point, but users still want something that feels more authoritative. That follow-up action continues to favor search engines, especially when the topic carries weight or financial consequences.

Traffic Patterns Law Firms Should Watch

While AI tools are becoming more common, referral traffic from ChatGPT is not climbing at the same pace. In some cases, Bing is now delivering more traffic than ChatGPT, depending on the site and industry.

This matters because it separates interest from action. A tool can have billions of visits, but that doesn’t guarantee those users are clicking through to law firm websites. Relying on assumptions about where traffic is coming from can lead to wasted time and missed opportunities.

The best step is to check your data. Law firms should look closely at their analytics to understand which channels are driving actual case leads. Tools like ChatGPT may generate attention, but Google, Bing, and other traditional sources may still carry more influence when it comes to driving real clients.

Why Google Still Matters for Legal Marketing

AI tools may be attracting attention, but they have not taken the lead when it comes to driving traffic. Google continues to be the most reliable channel for visibility, especially for industries like legal where users often want to research, compare, and confirm information before taking action.

People may start a query in ChatGPT, but they still turn to search engines when accuracy, depth, or second opinions matter. That makes search traffic not only more consistent, but also more qualified.

Law firms that want to stay competitive should focus on what the data shows. At TSEG, we help firms prioritize channels that deliver real results. Our team monitors changes in traffic patterns and user behavior to keep your marketing efforts focused where it counts. Reach out today.