Search has changed. The days of optimising purely for Google's ten blue links are ending, and a new era of AI-powered search is beginning.
If you're a business owner who's spent years mastering traditional SEO, you might be wondering what this means for your website's traffic. The answer is both challenging and exciting: whilst Google traffic patterns are shifting, a massive new opportunity for brand discovery is emerging through Large Language Models (LLMs).
This guide will show you exactly what LLM SEO is, why it matters for your business, and how to capture this new form of search traffic before your competitors do.
What Are Large Language Models (LLMs)?
Large Language Models are AI systems trained on vast amounts of text data to understand and generate human-like responses. You've likely used them already - ChatGPT, Google's Gemini, Claude, and Perplexity are all LLMs.
What makes LLMs different from traditional search engines is how they work. Instead of showing you a list of links to explore, they provide direct answers by synthesising information from multiple sources across the web.
When someone asks ChatGPT, "What's the best project management software for small teams?", it doesn't just point to search results. It analyses content from dozens of websites, reviews, and discussions to craft a comprehensive answer that often mentions specific brands and solutions.
This shift from "search and click" to "ask and receive" is fundamentally changing how people discover businesses online.
Understanding LLM SEO: The New Frontier
LLM SEO, also called AI SEO, Generative Engine Optimisation (GEO), or AI Engine Optimisation (AEO) - is the practice of optimising your content to be discovered and cited by AI systems.
Unlike traditional SEO, where you fight for position rankings, LLM SEO is about becoming the authoritative answer that AI systems trust and reference.
How LLM SEO Differs from Traditional SEO
The fundamental difference lies in the goal:
- Traditional SEO: Rank higher in search results to get more clicks
- LLM SEO: Build authority so AI systems cite you as a trusted source
This creates a fascinating paradox.
Research from Semrush reveals that nearly 90% of ChatGPT's citations come from websites ranking in positions 21 and below, not the top 10 results that traditional SEO focuses on. This means whilst you're fighting for that coveted first-page ranking, AI systems are mining pages 3, 5, and 10 for the most relevant and authoritative answers to include in their responses.
How LLM SEO Actually Works
LLMs don't simply scrape the highest-ranking pages. They use sophisticated processes to find and evaluate content:
Query Fan-Out and Semantic Matching
When you ask an LLM a complex question, it often breaks that query into several related sub-questions.
For example, asking "How do I improve my website's SEO?" might generate sub-queries about:
- Technical SEO best practices
- Content optimisation strategies
- Link building techniques
- SEO tools and software
The LLM then searches for the most relevant content chunks across the web that answer each component, regardless of where those pages rank in traditional search results.
Authority Recognition
LLMs evaluate content based on several factors:
- Expertise depth: Content that demonstrates genuine knowledge and experience
- Comprehensive coverage: Thorough exploration of topics with nuanced insights
- Contextual relevance: Information that directly addresses user questions
- Source credibility: Content from recognised authorities in the field
This is why a detailed blog post from a niche expert can get cited more frequently than a generic page from a large corporation.
Real-Life LLM SEO in Action
Let us illustrate this with a practical example.
User Query: "How do I build high-quality backlinks for my website?"
ChatGPT Response: "Building quality backlinks requires strategic outreach and valuable content creation. The Skyscraper Technique, popularised by Brian Dean from Backlinko, involves finding top-performing content in your niche, creating something better, then reaching out to sites that linked to the original..."
What happens next: The user doesn't click through to Backlinko immediately. Instead, they continue asking about outreach templates, timeline expectations, and other follow-up questions. Later, they might search "Backlinko Skyscraper Technique" or navigate directly to the website.
The invisible impact: Backlinko influenced a potential customer's decision, but this interaction appears as either direct traffic or a branded search in analytics, with zero attribution to the original LLM mention.
This pattern is happening millions of times daily across all industries, creating a massive hidden influence that traditional analytics can't capture.
Benefits and Drawbacks of LLM SEO
Benefits for Your Business
- Increased Brand Authority: Being cited by AI systems positions you as a trusted expert in your field, even if users don't immediately click through to your site.
- Access to New Audiences: LLMs can introduce your brand to people who might never have found you through traditional search, especially for long-tail and conversational queries.
- Competitive Advantage: Most businesses aren't optimising for LLM visibility yet, giving early adopters a significant head start.
- Quality-First Approach: LLM SEO rewards genuine expertise and comprehensive content, aligning with sustainable SEO practices.
Potential Drawbacks
- Attribution Challenges: It's difficult to track how LLM mentions influence your business, making ROI measurement complex.
- Reduced Direct Traffic: Users might get their answers from AI without visiting your website, potentially decreasing traditional web traffic.
- Unpredictable Results: LLM citation patterns are less predictable than traditional search rankings, making it harder to guarantee specific outcomes.
- Evolving Landscape: The field is rapidly changing, requiring ongoing adaptation and learning.
How to Capture LLM Traffic: A Strategic Approach
Getting LLM traffic isn't about gaming the system—it's about building genuine authority that AI systems recognise and trust.
1. Create Answer-Focused Content
Structure your content around natural questions people ask AI systems: Instead of targeting "project management software features", create content that answers "What project management features do small businesses actually need?"
Use conversational headings that mirror how people speak to AI:
"How long does it take to see SEO results?"
"What's the difference between on-page and off-page SEO?"
"Why isn't my website ranking despite following SEO best practices?"
2. Demonstrate Deep Expertise
LLMs favour content that shows genuine knowledge through:
- Specific processes and methodologies: Share step-by-step approaches you've developed
- Real examples and case studies: Include actual results and outcomes from your work
- Nuanced insights: Acknowledge when strategies don't work and explain why
- Industry context: Reference current trends and how they affect your recommendations
3. Build Comprehensive Topic Coverage
Create content clusters that thoroughly explore your area of expertise:
- Core topics: Fundamental concepts in your industry
- Advanced techniques: Detailed strategies for experienced users
- Common problems: Solutions to frequently encountered challenges
- Tool comparisons: Honest evaluations of different options
4. Optimise for Natural Language
Write in a clear, conversational tone that mirrors how people actually speak:
Instead of: "Implementing advanced SEO strategies for enhanced SERP visibility"
Write: "How to improve your website's search rankings with proven SEO techniques"
5. Leverage Community Platforms
LLMs increasingly pull insights from discussions on:
- Reddit conversations
- LinkedIn posts and comments
- Industry forums and communities
- YouTube video descriptions
- Podcast transcripts
Participate authentically in these communities by sharing valuable insights that demonstrate your expertise.
Partner with Starbright for LLM SEO Success
Navigating the intersection of traditional SEO and LLM optimisation requires both technical expertise and strategic thinking. That's where Starbright comes in.
As South Africa's leading digital marketing agency, we've helped hundreds of businesses build online authority through our comprehensive SEO services.
Now, we're pioneering LLM SEO strategies that position our clients for success in the age of AI-powered search.
Our approach combines:
- Technical SEO expertise to ensure your content is discoverable
- Content strategy that demonstrates genuine authority
- Analytics setup to track both traditional and AI-driven traffic patterns
- Ongoing optimisation as LLM systems evolve
Ready to future-proof your online presence?
Preparing for the Future of Search
The shift to LLM-powered search is already here.
Research suggests that LLM traffic will completely overtake traditional Google search by 2027, fundamentally changing how businesses connect with customers online.
But this transition creates unprecedented opportunities for businesses that act now. Whilst competitors focus solely on traditional rankings, you can build authority across the full spectrum of search, from Google's first page to ChatGPT's recommendations.
The businesses that thrive in this new landscape will be those that focus on what matters most: creating genuinely valuable content that demonstrates real expertise.
Start building your LLM SEO strategy today, and position your business to capture traffic from both traditional search engines and the AI systems.