Transcript:

Hi, I’m Chris with Nectiv. For today’s GEO tip, I want to talk about why your homepage is more important than ever in an era of AI search.

Siege Media did a really fantastic study where they analyzed 50 different sites after the rollout of AI Overviews and LLMs. They found that while overall traffic was down, impressions were up — and traffic to homepages was generally up by about 10%.

That’s likely going to be a critical shift. If you’re seen in an AI Overview or an LLM recommends you, you might not get a direct click from the LLM or the AI Overview itself. Instead, people might go to your homepage directly — either by searching your brand in Google or typing your URL into the address bar.

So your homepage is becoming increasingly important, especially if you’re already getting visibility in AI Overviews and LLMs.

What this means is that a lot of brands should consider shifting toward CRO (Conversion Rate Optimization) initiatives on their homepages. CRO is where you continually refine and test pages to improve conversion rates — running A/B tests, tweaking headlines, CTAs, layouts, etc.

That’s going to be really important for brands who are already getting AI visibility. You want to better convert the users who land on your homepage — even if the traffic is coming indirectly from AI models or overviews.

Chime is a great example of this. I’ve seen a lot of data where they continually refine and optimize their homepage to better convert users — using simple calls to action, clear value propositions, and clean design.

So bottom line: CRO for your homepage is likely going to be more important than ever in a world of LLMs — where users may be clicking less on individual pages, but heading straight to your homepage after seeing your brand in AI-powered results.