Search has become the lifeline we all rely on, whether researching a topic overheard on a Zoom call or shifting buyer behaviors in [insert your regulated industry here]. But the way people search is changing, and if you want your brand to stay top of mind, your SEO strategy needs to evolve with it.
Introduction: The Rising Importance of AI in Search
Search is no longer primarily about keywords and rankings. With the rise of artificial intelligence and large language models (LLMs), platforms like ChatGPT, Perplexity, and even Google’s AI Overviews (<— I was an early adopter and never looked back) are transforming how people find information. Instead of scrolling through pages of links, users increasingly expect direct answers in real time.
That shift is significant. More than 60% of U.S. adults have already used AI-powered search tools in the past year, according to Statista. We search for agencies that augment marketing teams, trends in the market, and a whole lot more, like can dogs eat watermelon (yes, they can!). This number highlights a truth businesses shouldn’t ignore: if your brand isn’t discoverable in this new landscape, you risk being invisible.
What Is LLM SEO, GEO, or Generative SEO?
Traditional SEO focuses on ranking web pages in search engines like Google. But with LLMs, search is evolving into something broader and more conversational. That’s where terms like LLM SEO (Large Language Model SEO), GEO (Generative Engine Optimization), or Generative SEO come in.
In simple terms, LLM SEO is the practice of optimizing your content so it can be found, understood, and cited by AI-driven platforms. Instead of optimizing only for clicks from search engine results, you’re preparing your content to be included in AI-generated answers.
Quick Actions to Position Your Content for AI Discovery
As LLMs reshape how people discover information, there are a few updates you can make right now to improve your chances of being included in AI-generated answers. These are practical, easy-to-understand steps that are straightforward to implement and powerful enough to boost your visibility where it matters most.
| Add FAQ sections with schema markup AI tools love structured Q&A and can easily lift answers from them. | Keep content fresh and updated Outdated pages are less likely to be cited so recency matters. | Publish original, evidence-rich content (reports, surveys, guides) Unique data and depth stand out as trustworthy sources for LLMs. |
Think of it this way: Google still matters (quite a bit), but so do the answers people get when they ask ChatGPT, Bing Chat, or Perplexity. If your content isn’t being used in those answers, your reach is shrinking.
What’s Changing and How the Old Rules May No Longer Apply
The fundamentals of SEO (good content, clean site architecture, and technical optimization) still matter. But AI has introduced three significant changes that make the old playbook incomplete:
Zero-click searches are the norm.
LLMs often give the answer directly. Users may never see a search results page, let alone click a link. That means your visibility now depends on whether your content is selected as a trusted source by the AI. Being on listicles, review sites, and even well-structured Reddit threads supports credibility in the zero-click era. But the strongest approach is a mix: authoritative content on your site plus third-party validation across the web.
Semantics beat keywords.
Keyword stuffing and exact-match phrases won’t help much here. LLMs analyze meaning, relationships, and authority. To compete, your content must demonstrate depth, context, and expertise.
Authority and trust are everything.
Brands show up in AI-generated answers when they signal reputation, trust, and credibility. AI models tend to favor content authored by experts, supported with data, and cited by reputable sources, where thin or generic pages are rarely qualified. SEO isn’t dead, but it is evolving. Brands that adapt early with AI-friendly, authoritative, and well-structured content will gain a competitive edge in this new search era.
Stay Tuned
In future blog posts, we will cover the following topics at varying levels of depth.
- Strategic framework for future-proof visibility
- Tactical playbook: what clients can do right now (beyond the three we’ve already mentioned)
- Risks, trade-offs, and what to avoid
- How to measure and iterate
- Real-life mini case/example (even speculative)
- What’s next — where the field is heading
- Call to action: audit, experiment, double down on trust
If your B2B Saas, Healthcare, or Life Sciences company needs help with web updates now, our team is ready to help.