As AI tools like ChatGPT, Claude and Perplexity become second nature to professionals and casual users alike, a new flavour of search engine optimisation is starting to take hold: LLM SEO.
You might have heard the term floating around and wondered, Is this actually new? Or just a rebrand of the same old content game?
Short answer? A bit of both. Let’s break it down.
First things first: What are LLMs?
LLMs (Large Language Models) are AI systems trained on mountains of text — books, websites, articles and a bunch more — to understand and generate human-like language. Tools like ChatGPT, Claude, Gemini and Perplexity are powered by LLMs. They don’t “search” the internet in real time like Google. Instead, they use what they’ve learned (plus sometimes fresh web access) to generate answers to your prompts.
When you ask something like “What are the signs of a good investment property?”, an LLM pulls from its training and any available web sources to build an answer that makes sense in context.
As a copywriter, I’m very open that I use AI. But never to write content — only to explore topics, conduct industry research and create personas. You can read how I use ChatGPT here.
What is SEO?
Search Engine Optimisation is the practice of improving your content so that it shows up — and gets clicked — on search engines like Google. You do this by targeting keywords, structuring content clearly, linking to other pages and avoiding spammy tactics like keyword stuffing.
Done well, SEO helps humans find your content and helps search engines understand what it’s about.
So then, what is LLM SEO?
LLM SEO is about making your content clear, complete and credible enough that an AI model might include it in the answers it generates.
Think of it as writing in a way that’s not just good for Google — but also for a machine trained to understand natural language and cite helpful sources.
It doesn’t mean scrapping everything you know about SEO. In fact, most of the foundations stay exactly the same.
LLM SEO vs traditional SEO: What’s actually different?
Let’s be honest. Right now, LLM SEO isn’t wildly different from writing great on-page content that already ticks the SEO boxes:
- No keyword stuffing. Write naturally, not robotically.
- Use keyword variants. Think about how people might phrase the same query differently.
- Internal linking. Connect pages within your site to guide readers and bots alike.
- Answer the question. Don’t just ramble — get to the point, then add helpful context.
- Fill content gaps. Go beyond what’s already out there. Add your own insights and interpretations.
- Structure well. Use headings, short paragraphs and lists to improve scannability.
- Write like a human. Because LLMs are trained on human language — not clunky SEO copy.
What is different, though, is how people search with LLMs. Unlike typing a short phrase into Google, people are asking full-blown questions and expecting full-blown answers. This means:
- You should write with clear, conversational phrasing (especially when writing for your financial services business)
- You’ll benefit from content that answers specific, long-tail questions
- It pays to have your site associated with expertise, depth and clarity
In a way, it’s not about new tactics — it’s about applying good SEO with a sharper lens on clarity, helpfulness and trustworthiness.
Seems like a lot, right? It can be — unless you partner with an expert SEO copywriter. Get in touch with me for a quick chat about turning your unread content into the major source of your online traffic.
Will people actually see your business in LLM results?
Now we’re getting to the good part. If these tools generate answers for people… will your business be seen? Do users even click the sources?
Sometimes they do. Sometimes they don’t. But that’s changing.
As AI gets used for research, writing and business decision-making, people are becoming more aware of its limits. They’re checking sources. They’re asking: Where did this information come from? Can I trust it?
And when users do click, they tend to be high-intent. They’re not just skimming — they’re digging deeper, fact-checking or wanting to know more from the source.
That’s why it matters to be visible. Not just for traffic, but for credibility. If AI tools start surfacing your insights regularly, you build quiet authority. You become part of the knowledge loop that other humans (and machines) come to rely on.
Should your business care about LLM SEO?
If you’re already investing in content, yes — but you don’t need to overhaul everything. To write for AI, you just need to:
- Prioritise helpful, clear writing on your website
- Fill gaps in your industry’s content
- Answer real user questions (not just target generic keywords)
- Build trust signals (testimonials, transparent sourcing, up-to-date info)
- Think about how people might ask questions in a chat (not just Google)
LLM SEO isn’t magic. But it’s a natural evolution of content marketing — where your words need to work for both humans and machines trained to think like them.
Want help writing content that works for search, AI and your ideal customer?
Let’s talk about content that earns trust and gets your business seen.