According to Similarweb’s 2026 Generative AI Landscape report, the frequency with which ChatGPT includes citations in its answers varies dramatically by topic, creating distinct opportunities and challenges for content publishers. Analyzing U.S. desktop usage in May, the data reveals that travel answers led the pack with citations in 22.6% of responses, followed by retail at 13.5% and sports at 10.7%. In stark contrast, the education sector saw citations in only 4.8% of answers, the lowest among the nine sectors tracked. This variance suggests that while a citation push in travel might yield significant visibility, similar efforts in education are chasing a much smaller pool of linked answers.
The overall citation rate has shown significant growth, climbing from approximately 1.3% in June 2025 to 6.8% in May 2026—a more than fivefold increase in less than a year. However, this trajectory was not linear; the rate spiked above 6% in October, dipped to around 4.5% by February, and then rose again through the spring. This fluctuation is noteworthy, especially when compared to SEJ’s April report which found that ChatGPT cited about 20% fewer websites per response after the GPT-5.3 Instant update. While these reports use different methodologies—one measuring whether an answer includes any citation and the other counting the total domains per response—together they paint a picture of a dynamic and evolving citation landscape.
Beyond the sheer frequency of citations, the *types* of websites being cited also shift depending on the topic. Across all ChatGPT answers in May, reviews and user-generated content (UGC) accounted for 28.9% of citations, with news and publisher sites close behind at 26.0%, and retail/e-commerce making up 14.1%. However, these averages obscure significant niche variations. For instance, in the beauty sector, retail and e-commerce sites dominate, comprising 54.7% of citations. In travel, reviews and UGC lead with 54.1%, while in finance, topic-specific financial sites (36.6%) and news outlets (28.0%) are the primary sources. This indicates that there is no universal playbook; brands must analyze the source mix within their specific industry to understand which content formats are most likely to be referenced.
Ultimately, the data underscores that citation rates are volatile and subject to change independent of publisher actions, as the overall rate dipped during the winter before rebounding. Since Similarweb’s topic breakdown only captures a single month, it’s crucial for SEO professionals to monitor these trends over time rather than treating them as static benchmarks. The report’s figures, which are estimates based on third-party sources and exclude API usage and in-app features, serve as a valuable indicator that ChatGPT’s web activity is highly contextual, rewarding those who tailor their content strategies to the specific citation behaviors of their niche.
Ez a cikk a Neural News AI (V1) verziójával készült.
Forrás: https://www.searchenginejournal.com/chatgpt-links-out-most-on-travel-questions/583824/.