How does AI affect SEO? This is the question I’ve been asked the most in my marketing agency this year. We use AI everyday at Big Cedar, and I’ll share what I’ve learned and where I think it’s going, and how that affects small businesses (Enterprise is another conversation).
First of all, SEO is not dead. It’s died as many times as Kenny from South Park. SEO is evolving. The LLMs like ChatGPT, Claude, Grok, Copilot and Gemini are adjusting as well. Google launched Agentspace yesterday – another example of the behemoths going all-in on AI and LLMs.
SEO’s have always had to evolve, and small businesses need to pay attention, since everyone is now a marketer.
I’m not saying this because I run a content marketing-focused agency – but one thing that’s different is the pace of change. And it’s only getting faster.
In this guide we’ll start with a brief explanation of LLM and LLMO, the differences between LLMO and SEO, and then get into actionable strategies to position yourself well for the inevitable transformation.
Understanding LLM SEO Optimization (LLMO)
LLM SEO Optimization (LLMO) involves tailoring your online content specifically for interpretation and use by large language models. Unlike traditional SEO with an emphasis on keywords and backlinks, and more recently Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT), LLMO focuses on:
- Conversational language – queries formed as natural questions.
- Semantic understanding – the meaning behind the literal words.
- Contextually relevant information – tailored to current situation, task, and environment. Search memory is a good example.
Always remember incentives – these LLMs, just like search engines, are trying to get you the best answer in the shortest time possible.
How LLMs are Changing the SEO Landscape
SEO heavily relies on keyword density, backlinks (arguably – we’ve ranked many new websites with none), and technical on-page optimizations. With LLM search, the emphasis is now on semantic clarity, conversational dialogue, and authoritative, context-rich content.
Semantic Search & Relevance
LLMs are designed to understand user intent and context rather than merely recognizing keywords. They process information much like humans do, looking at relationships between terms, phrases, and overall meaning. The quality of content matters significantly more than the simple presence of keywords.
Rise of Conversational Queries
Voice assistants, chatbots, and natural-language searches have become mainstream, and we’ve barely gotten started. Wait til Siri finally gets its brain upgraded. LLM must understand your content.
Featured Snippets and Zero-Click Searches
Search engines now frequently provide direct answers without the user needing to click through to a website. Optimizing content to appear in featured snippets and answer boxes is crucial, as these positions can significantly enhance visibility and authority.
So don’t stop doing SEO – actually continue to do it and do it well.
The principles are the same – write useful content and structure it well for SEO and you will be rewarded. The biggest difference is low quality content designed to game the system will struggle.
Digital PR firms selling backlinks will take a big hit, and in their place will be answers from community forums and expert advice from real humans. I won’t go as far to say this is the return of PHP forums, but it’s why Reddit even higher up the rankings this year. There’s an inherent problem with that, as people who post on Reddit do not reflect the world, but LLM’s are trained on what is out there. Which is why it’s critical to get your thoughts and expertise out in the world.
How does AI Search Affect Traffic?
You’ve probably noticed AI Overviews at the top of your search results. Search engines are trying to answer your questions without you having to click-through.
Surprisingly, a study by SEO OG Rand Fishkin found a 21.2% increase in all US Google searches year over year. So search went UP since AI? Not so fast. The same article goes on to say: “Unfortunately, AI answers do seem to kill clickthrough rates: Seer Interactive’s study showed that organic results suffered a 70% drop in CTR and paid dropped 12%. Another study from AWR shows a similarly precipitous drop.”
Source: Datos (a SEMRush company) and Sparktoro
Differences Between Traditional SEO and LLMO
Key differences between traditional SEO and LLMO:
- Keyword Usage vs. Natural Language: Traditional SEO prioritizes keyword frequency and placement, while LLMO prioritizes natural and conversational text.
- Backlinks vs. Topical Authority: Traditional SEO heavily relies on backlinks, but LLMO emphasizes establishing topical authority and comprehensive coverage of a subject.
- Static Queries vs. Dynamic Interaction: LLMO recognizes the dynamic and interactive nature of search queries today, compared to the static keyword-based searches of the past.
This means you’ll spend less time on exact keyword placement or aggressive backlink strategies and more effort on clearly answering real questions, structuring content for semantic clarity, and showing your authority on topics through in-depth, genuinely useful content.
A clever marketer or someone who’s been following SEO will notice this is how it’s been for sometime now. If you’ve been writing useful content from the start, keep doing that.
Actionable Strategies for Effective LLM SEO Optimization
That’s all fine. What’s a small business owner to do?
1. Prioritize Conversational Content
Create content that mirrors how users naturally ask questions. Use clear, concise language to provide thorough answers. Answer common questions your target audience might ask, using a service like alsoasked.com, or simply use Google autocomplete.
Mine your emails and recorded video calls (recording them all, use an AI notetaker like Fathom for automated meeting notes) and answer these explicitly within your content.
2. Optimize for User Intent
Go beyond simple keyword matches. Think about what the user is doing on your website – are they looking for information? Are they looking to comparison shop? Or are they ready to make a decision now?
Make content that helps them with the stage they are in their journey. This is search intent, and understanding it is key to great content that ranks.
3. Create Comprehensive Content, and Remember the Context
LLMs value content depth and context. Instead of short-form articles targeting isolated keywords, aim for comprehensive content covering related topics and subtopics. This approach enhances the semantic richness of your material, helping LLMs accurately interpret and display your content.
We get it though – time is a limiter. So use AI to draft articles, publish quickly, check the results using Google Search Console, and flush out the articles that are getting traction.
4. Structure Your Content Clearly
Use clear headings, subheadings, lists, and bullet points.
Structured content helps LLMs quickly parse and accurately represent information. Clear content structure also helps with readability and engagement.
5. Implement Structured Data and Schema Markup
Proper schema markup clarifies the structure and content type of your information. Schema helps LLMs understand your content’s context and purpose, increasing your chances of appearing in featured snippets and direct-answer sections.
Here’s a guide to add Schema markup on a WordPress site from Rank Math, our recommended SEO Plugin.
Recent Research Insights: Google SEO and LLMO
A recent study by Grow & Convert highlights how Google’s algorithm increasingly relies on LLM-driven processes not just to interpret queries, but also to evaluate the depth and accuracy of content. According to their research, Google favors content that clearly answers user questions, demonstrates expertise on the topic, and covers the subject thoroughly.
Businesses that focus on consistently producing USEFUL, high-quality, structured, and conversationally natural content will see the best results. In contrast, outdated practices such as keyword stuffing or artificially inflating backlinks without adding meaningful value won’t. About time.
Specific LLMO Tips for IT Firms and Custom Development Shops
Simplify Complex Technical Language
Translate complex topics into simpler language that both your customers and LLMs can easily understand. Avoid overly technical jargon unless essential, and provide clear definitions when necessary. Provide easy to understand explanations. Use ELI5 “Explain Like I’m 5”.
Include Real-World Case Studies
Show your expertise by adding case studies and practical examples. These real-world scenarios add depth and context, helping LLMs establish your authority on specific topics. Bonus if you can add social proof via a pull quote, custom photo, name and title, or even better, a video testimonial.
Leverage Schema for Technical Content
Use schema markup for technical articles, FAQs, and product documentation to improve its search visibility.
Preparing Your Content Strategy for Long-Term Success
Three tips to keep your content strategy ahead:
- Actively monitor analytics and user feedback. Refine your content based on these insights.
- Consistently refresh content to maintain accuracy and relevance. Double-down on your best content, and articles on the “cusp” – those ranked just outside the top 3, and articles on page 2.
- Track your visibility in featured snippets and adjust your content strategy to align with evolving LLM algorithms.
Implementing Your LLMO Strategy: Practical Next Steps
We get it – you’re wearing many hats and asked to do more with less. You’re likely using AI already in your business, but are you using it in your process to improve your content strategy?
By proactively adapting your content strategy, you’ll have a chunk of land in this new land grab that is online search and you’ll look back one day thanking yourself for the time when a small company could still go from nothing to the top search result without a massive budget.
Most small businesses don’t have the in-house expertise or resources for this, and that’s what content marketing and SEO agencies can help with. Focus on what you’re good at, recognize your weaknesses, and hire to fill the gaps. Contact us today and see how we can help you build sustainable systems to get your experience and expertise out in the world.
