Does AI search visibility drive business results?
2 expert takes. Updated Nov 9, 2026.
Short answer: The 2 experts here disagree. At Webflow, traffic from LLMs converted about 6x better than non-brand Google search, Maja Voje reports. Rand Fishkin read 3 new studies and came away less confident than ever that more visibility in ChatGPT, Claude or Perplexity has much business impact for most companies, though he thinks Google's AI features probably matter a lot.
What the experts say
LLM traffic converted 6x better at Webflow
Maja Voje (GTM Strategist) · Nov 6, 2026
Writing with Josh Grant, Webflow's former VP of Growth, Maja reports that LLM traffic converted better than any other source there: 24%, against 4% for non-brand Google search. LLM-attributed customers also grew about 8x in a year.
→ Read Maja's newsletter
Less confident than ever in AI visibility
Rand Fishkin (SparkToro) · Oct 22, 2026
Rand read 3 new studies in one week and came away "less confident than ever" that more visibility in ChatGPT, Claude, Perplexity or Copilot would have much business impact for most companies. Google's AI Overviews, AI Mode and Gemini are another matter, and he says those probably matter a lot.
→ Watch Rand's video
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