How to get your content indexed by LLMs
Search has changed, so should your digital strategy. LLM-generated search responses are based on the clarity and authority of the sources. How does AI understand your website?
Search has changed forever.
Users rely on ChatGPT, Copilot, and Google’s AI Overviews for fast, curated answers. Previously, Search Engine Optimisation (SEO) focused on ranking on Google’s first page. Now, to ensure your content is noticed, the goal is to optimise for citation or recommendation by AI tools. It’s about your competitive edge: as click-throughs to websites drop and impressions rise, it’s a new numbers game.
This shift has led to AEO or GEO, which aims to make content and brands trustworthy for AI-generated responses, prioritising clarity and authority over keyword density. Traditional SEO optimises content for search engine rankings through keywords, backlinks, meta tags, and digital PR aiming for top placements on Google.
In contrast, AI generates answers based on what it considers reputable sources across the internet. Its focus is on the clarity and quality of content and third-party endorsement. Hence, unlike traditional SEO, LLM visibility is harder to quantify and control than search ranking.
“AI generates answers based on what it considers reputable sources”
The AEO and GEO landscape
Answer Engine Optimisation (AEO) – sometimes also referred to as GEO (Generative Engine Optimisation (GEO) – involves optimising website content to improve AI visibility. It helps with content extraction and citation in AI responses.
According to Deloitte, over 18 million people in the UK use Generative AI, and the use of AI-powered search increased by 66% from May 2023 to May 2024. As adoption grows, AEO becomes essential. Additionally, it structures content for direct answers on platforms like voice assistants and chatbots, focusing on featured snippets and answer boxes for zero-click responses.
You’re now pushing your content to AI users, rather than pulling visitors to your site. This field is evolving rapidly, and most SEO, AEO and GEO specialists are working hard to keep up every day.
“You’re now pushing your content to AI users, rather than pulling visitors to your site”
Is SEO search dead?
Google still leads the way in terms of driving traffic. Whilst Google’s market share in search has dropped below the 90% mark for the first time in a long time it’s still the leading driver for traffic – for now.
To understand the scale: Google handles more than 5 trillion searches annually (that’s 14 billlion per day) and ChatGPT handles about 37.5 million search queries a day, which is about 0.25% of Google’s search volume. So, for now, we’re still dealing with a David vs. Goliath scenario. However, this is changing daily and the market share war for user search queries is real.
“ChatGPT handles about 37.5 million search queries a day, which is about 0.25% of Google’s search volume”
Strategies and LLM techniques for content indexing
While SEO still helps with indexing, there are other techniques and strategies we deploy to get indexed by LLMs. These include third-party platform mentions and endorsements, the type of URL you use, the type of content you publish, your writing style, and even how your content is rendered.
LLMs further favour brand mentions. Creating authoritative content – original data, compelling stories, case studies, expert input – boosts your chances of being cited.
LLMs are about natural language, where real people ask genuine questions. Replace jargon and buzzwords with simple and clear language that your audience would actually type or say aloud.
“Replace jargon and buzzwords with simple and clear language”
So, practically, what can you do to get better visibility for LLMs?
We can help you enhance your AI visibility and strengthen your position. We haven’t even touched on structured data and the use of E-E-A-T and it’s more than I can cover in one post.
If you’re interested in finding out how we’re helping our clients shape their content for LLMs, please drop me a line or DM me on LinkedIn and I’d be happy to take you through the latest techniques and best practice.
Get in touch
If you’d like to discuss this, or any other subject, please get in touch with Julia Scanlon, Director of Digital, at julia@gather.london
We’d love to know what you think.