LLM TRAFFIC IS SHRINKING

Summary from the TLDR Marketing newsletter

LLM referral traffic is falling after months of growth. ChatGPT's new router shows fewer citations, cutting outbound traffic even as usage rises. Clicks are nearly gone, making referral traffic unreliable. Brands should focus on visibility, not clicks. Mentions and citations matter more than visits. AI Overviews and zero-click behavior limit referrals, so it's important to invest in visibility across Reddit, YouTube, and other forums where LLMs pull data.