From Google to ChatGPT: Understanding Search Engine and LLM Optimization

Since search engines first began using algorithms to help users navigate the internet, you’ve probably dedicated quite a bit of time, energy, and research to understanding search engine optimization (SEO). The competition for your target keywords may be fierce, and you’ve doubtless strategized, planned, and tweaked every part of your online presence several times over the years.

Right now, the way users find the products and services they want or need is changing. AI tools have already gained a foothold in almost every area of life, including search. But, while this change is inevitable, there’s no need to panic! Large Language Model Optimization (LLMO) is complementary to SEO and, with a little time and effort, can easily be integrated into your long-term SEO strategy.

Whether your digital marketing strategy is established or you’re just beginning a marketing overhaul, understanding the balance between SEO and LLMO will help your business stay visible and viable. Most importantly, you don’t want potential customers who ask AI for a recommendation to be directed to your competitor.

Does SEO Still Matter?

If you’ve been in business for any length of time, you’ve likely explored the exciting world of SEO on numerous occasions. (You can learn more about SEO on our website here, here, and here.) But, just in case you’ve been out of the loop for the last two decades, SEO is the framework search engines use to determine where to place your website on the search engine results page (SERP). 

The search engine’s algorithm looks at how you use keywords, headers, and content throughout your website to evaluate your expertise, authority, and matchability to the user’s search query. SEO has been the backbone of online visibility for more than two decades.

For example, if a user asks a search engine, “Where can I find digital marketing strategy help near me?” the goal is to be listed first on the SERP. The companies listed closest to the top have likely worked hard to optimize their websites to convince the search engine’s algorithm that their businesses are good, if not the best, candidates for that user’s needs. 

Using best practices for optimization, their content matches what is being searched for, the site loads quickly, is easy to navigate on mobile devices, and the information is structured in a way that the search engine can easily understand. If their website has multiple backlinks, meaning other sites link to it, this is an extra boost to credibility.

With so much of your lead generation depending on being found online, you can’t afford to ignore SEO. It attracts high-intent traffic from potential customers who are conducting research or who may even be ready to buy. Although SEO best practices have evolved many times over the years, the concept of creating and formatting content based on what search engine algorithms look for remains the same. Overall, optimizing your site for SEO is still one of the most important long-term digital marketing strategies.

Where Does LLMO Fit In?

Large Language Models (LLMs) like Gemini, ChatGPT, Claude, and Perplexity are gaining popularity every day. LLMs aren’t search engines like Google or Bing. They’re AI-powered assistants that can conduct research, generate content, and help interpret data. Rather than giving users a list of websites to visit and peruse, they generate conversational answers in real-time using the content they’ve been trained on or connected to.

Also Read: The Truth About AI: Benefits, Risks, and a Simple Breakdown

Picture this: A facilities manager wants to learn more about marketing using drone technology. In the old days, they’d Google a few relevant keywords and be presented with suggested service providers, online marketplaces, and maybe a few “best of” lists. Today, they’re more likely to open ChatGPT and ask, “How can drone technology help me market my company?”

The LLM doesn’t return a list of ten ranked links. The result will be a direct, conversational answer. If you’re the one searching for this answer, you’ll receive a quick explanation and, hopefully, end up with a better understanding of the topic. But if you’re the service provider and your company isn’t mentioned in that summary, you lose out on potential business.

LLM Optimization (LLMO) is achievable, but it isn’t just a matter of inserting keywords and crafting strategic content for an algorithm or humans. You have to modify your content so that AI tools can easily find, understand, and reference it. Just like SEO helps Google understand your website, LLMO helps language models like ChatGPT pull your business into the conversation.

LLMO vs. SEO

Estimating the number of web pages on the Internet is pretty much impossible. Answers vary widely. Some sources say there are between 4-5 billion, while others that take into account indexed and unindexed pages report there are trillions of web pages. 

In the end, SEO and LLMO are working towards the same goal. Their purpose is to help users navigate those billions or trillions of pages to find what they’re looking for. Both aim to improve your digital visibility in an endless sea of information, but they’re built for different platforms and behaviors.

LLMO, on the other hand, targets AI tools to promote your website. These platforms don’t link out in the traditional way. Instead, they generate responses based on the information they’ve gathered. Your content needs to be structured and written in a way that helps these tools find and include your business when they generate their answers.

At some point, search engines may eventually fall completely out of use but that is not the case today. Right now, both SEO and LLMO are important and neither can be ignored. You’re no longer just optimizing to show up on a results page. You’re also optimizing to be part of an answer.

For a quick comparison of the two types of optimizations, we’ve built this table:

Partnering SEO & LLMO

As you can see from the above table, SEO and LLMO aren’t in competition. Each tool plays a different role in promoting your website’s visibility. They complement each other, especially in how Google, the most-used search engine by far, currently displays results. Google’s AI Overview blends traditional search with conversational summaries at the top of almost every search result.

If you only focus on SEO, you’ll miss out on being seen in the AI tools that are quickly taking over search. But if you only optimize for LLMs, you’ll miss out on customers further along in the sales cycle or old school consumers using Google. To remain competitive, you need to partner both SEO and LLMO in your digital marketing strategy. 

Optimizing Content for LLMs

So, does this mean you have to throw away your website and start over? Or create an additional website specifically for LLMs? While a website refresh is recommended every few years, the answer to both questions is no. You just need to optimize your current content so that it speaks to both AI and search engines. 

Your content style should use uncomplicated, plain language without industry acronyms, jargon, or catch-phrases. When you’re explaining your process, services, or qualifications, get straight to the point. Rather than writing “you’ll have access to innovative, synergistic solutions” try “we provide custom [your product here] quickly and reliably.” Both your potential customers and LLMs will appreciate the clear, concise communication.

Web pages should be formatted with headings that reflect the questions people most often ask about your products, the same questions they will likely ask an AI tool. Using page subheadings as questions is a great example of how to pair SEO and LLMO, as you can include your keywords in those questions. Below your headings, add relevant facts, figures, data, and details so your content is specific, informative, and useful. The layout of each page, including product pages and blog articles, should be framed so your content is discoverable and quotable for AI.

Improving value and visibility for your customers

You may be hesitant to jump into LLMO because search and website trends can feel like they’re constantly changing. But SEO isn’t going anywhere, and AI is here to stay. That means neither can be ignored in your online content. SEO helps you win with traditional search engines while LLMO ensures your part of the answer AI provides your potential customers. Together, they keep your business visible, credible, and competitive.

Change is inevitable and almost always overwhelming. Keep in mind that you don’t have to do everything at once, and you don’t have to do it alone. A professional digital marketing company can help you optimize your website for both traditional search engines and emerging LLMs. Talk with one of our marketing experts today!