"Google search traffic to publishers declined globally by a third in the year to November [...] Since May 2023, Google search referrals were down 21% globally, with Google Discover down 18% and all external referrals down 24%. Overall, total organic click volume from Google Search to websites has been relatively stable year-over-year. Additionally, average click quality has increased and we're actually sending slightly more quality clicks to websites than a year ago."
"As you can see in this listing, compiled by SEMRush, which is based on a study of 230,000 prompts across ChatGPT, Google AI, and Perplexity conducted in October 2025, LinkedIn is now only trailing Reddit in terms of overall citations in chatbot responses."
"In the last three months, data from Spotlight's extensive database shows that ChatGPT cites LinkedIn 4.2 times more, Perplexity 5.7 times more, and the average across all LLMs is about 4 to 5 times the usual rate. Of the total 19,202 LinkedIn sources cited, over 15,000 come from LinkedIn Pulse articles specifically."
Google search traffic to publishers fell roughly one-third year-over-year to November, with search referrals down 21% since May 2023, Google Discover down 18%, and all external referrals down 24%. Google reports that total organic click volume from Search remained relatively stable year-over-year and that average click quality has increased, delivering slightly more quality clicks than a year ago. AI chatbot citation patterns shifted toward professional-network content: a SEMRush study of 230,000 prompts in October 2025 shows LinkedIn trailing only Reddit in chatbot citations. Spotlight data shows ChatGPT citing LinkedIn 4.2x more, Perplexity 5.7x more, and an average increase of about 4–5x, with over 15,000 of 19,202 LinkedIn sources coming from LinkedIn Pulse.
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