Large language models (LLMs) such as ChatGPT are revolutionising the way people search for information online. It is becoming business-critical for companies to optimise content so that it is present in the responses generated by AI models. LLM-SEO – search engine optimisation for large language models – is the next evolutionary step in SEO. Those who prepare for it now can secure decisive competitive advantages.
Why LLMs are changing the SEO landscape
LLMs (large AI language models) provide direct answers in text form to naturally formulated questions. More and more users are turning to services like ChatGPT or Bing Chat instead of using traditional search engines. This development is turning previous search behaviour on its head and requires a rethink of SEO strategies (LLMs are disrupting search – is your brand ready?). Whereas the goal used to be to rank on the first page of Google, content must now be designed in such a way that AI assistants select it as the best answer.
LLM search queries are mostly conversational and lead to direct answers within the chat interface – so-called zero-click results, where the user no longer has to visit a website. Gartner predicts that companies could receive up to 50% less search engine traffic over the next three years because answers will be delivered directly by AI (LLMs are disrupting search – is your brand ready?). At the same time, some websites are already seeing a significant increase in visitors via AI tools (LLMs are disrupting search – is your brand ready?). The search landscape is in transition.
How companies can benefit from LLMs
LLM SEO offers the opportunity for additional visibility, customer contacts and sales. By appearing in AI-generated answers, your content opens up a new channel to potential customers. ChatGPT, for example, has already captured around 4.3% of the global search market (ChatGPT Gains 4.33% Search Market Share: Threat to Google?) – you can only reach this audience by optimising for LLMs. In addition, first movers will secure an advantage while competitors are still reluctant to use LLM SEO. Ultimately, LLM SEO can be used to exploit new visitor potential and at the same time compensate for losses if traditional search queries decline in favour of AI.
Strategies for successful LLM SEO optimisation
Many proven SEO practices retain their value, but new requirements are emerging. The following measures increase the chance that your content will be cited preferentially by LLMs:
- Create conversational content: Answer typical user questions directly and precisely. Structure content with natural-language, question-based headlines and clear answers (ChatGPT Gains 4.33% Search Market Share: Threat to Google?).
- Cover topics holistically: Cover your topic comprehensively and use related terms and synonyms instead of just focusing on one keyword (How to Optimize Early-Stage LLM Search for B2B SEO – Chief Marketer). Context-rich content appears more relevant to LLMs.
- Use structured data: Mark up important content with Schema.org (e.g. FAQPage, HowTo) (How to Optimize Early-Stage LLM Search for B2B SEO – Chief Marketer). Clearly structured pages with defined FAQ sections make it easier for the LLM to extract answers from them (How to Optimize Early-Stage LLM Search for B2B SEO – Chief Marketer).
- Ensure technical accessibility: Make sure that your website can be easily read by AI crawlers – crawlability, fast loading times and mobile friendliness remain essential (An AI SEO Study About The Future Of Search – 2024).
- Build authority and trust: Strengthen your expertise, e.g. through author profiles, citing trustworthy sources and backlinks from renowned sites (How to Optimize Early-Stage LLM Search for B2B SEO – Chief Marketer). The greater your online reputation, the more likely LLMs are to pick up your content.
The future of LLM SEO
AI-powered search will continue to grow in importance. Some forecasts predict that if ChatGPT continues to grow, it will be on par with Google in a few years (ChatGPT Gains 4.33% Search Market Share: Threat to Google?). What is certain is that the rules for online visibility are changing. SEO strategies must optimise content for both traditional search engines and AI responses. LLMs could soon develop their own ranking mechanisms that go beyond today’s Google factors (Investigating ChatGPT Search: Insights from 80 Million Clickstream Records).
Companies that act proactively now can secure lasting advantages. AI traffic still accounts for only a small share, but the growth rates are enormous (An AI SEO Study About The Future Of Search – 2024) – early adaptation pays off. LLM-SEO does not replace the classic SEO principles, but rather expands them. Companies should start building up know-how and preparing content for the AI era today to remain visible tomorrow.
Is your company ready for the next generation of search engine optimisation? The experts at Deep Impact AG can help you optimise your content for LLMs. Contact us today to develop a future-proof LLM SEO strategy together!
