How to Optimize a Website for LLMs? Building SEO for AI
Searching for information through LLMs (Large Language Models) has become so common that some specialists are predicting the imminent end of traditional search engines. Although the StatsCounter report indicates that Google still controls a solid 90% of the market¹, the rapid growth of AI-powered searches deserves attention. So, let’s examine how to optimize websites for LLMs so that their results appear in tools such as ChatGPT.
What is LLM SEO?
LLM SEO involves publishing information that can later be used by large language models.
Usually, chatbots that use LLMs to generate answers do not conduct research because they have access to the extensive information on which their models were trained. This primarily includes widely known facts, definitions, and principles.
However, research is activated when:
- the query requires up-to-date information – such as weather, sporting events, or statistics. For example: “How many births were recorded in my country last year?”;
- the data is niche or highly specific – relating to a local market, a particular person, or a company, for example: “What is the best kebab restaurant in my city?”.
Active information retrieval means that a language model is not limited to its training data. It is therefore not a closed system, unlike the initial version of ChatGPT. This opens up entirely new possibilities not only for readers but also for companies that provide data.
Why optimize a website for LLMs?
Supporters cite many arguments for searching for information with the help of AI.
One undeniable benefit is the precision and speed of data retrieval – we do not have to sift through dozens of results, accept cookie banners, close ads, and search for the section that interests us.
Instead, we receive a direct answer that matches our query. That is why an interesting metaphor has been circulating online: Google is a monumental library, while ChatGPT is a well-read librarian.
AI is undoubtedly an entirely new data-retrieval technology with strategic advantages over traditional search engines. This does not mean that SEO is coming to an end; it is simply changing its form. ChatGPT cites data sources starting with GPT-4, indicating the company name and linking to the source. We therefore still benefit from traditional advantages such as traffic generation and brand awareness.
It is therefore worth keeping up with the times and adapting the information on your website to this new method of search so that you do not lose online visibility.
How do you optimize a website for large language models?
Let us use the standard division into activities performed on the website (on-site) and outside it (off-site).
On-site SEO
The fundamental principle of LLM SEO is the same as with Google Search: reliable and valuable information is essential, as it can be presented to users.
However, the nature of the content changes. General, widely known information is very likely already included in the model’s knowledge base, so it will be cited without external sources. We must publish unique, detailed data that our competitors do not have – for example, detailed descriptions, product reviews, or the results of our own surveys and research.
This undoubtedly raises the bar in the content marketing industry. In traditional SEO, the principle of using popular keywords still applies. In practice, this means describing topics in the same way as many predecessors, only better. LLMs, however, require data they can use to fill gaps when responding to precise queries, which creates much higher requirements for content uniqueness.
To combine LLM SEO with visibility in Google, we should remember four areas that consistently characterize good content.
Expertise
Expertise results from years of activity in a particular industry. Experience makes it possible to approach a topic differently, formulate individual observations, anticipate trends, and address more practical aspects. Deep knowledge brings a specific sense of ease, insight, and charisma that distinguishes expert content from AI-generated material.
Article example: “What Does a Content Writer Do?” (as content creation specialists, we described the content writer profession in considerably more depth than other sources).
Uniqueness
Information that is not widely available and provides something new or an alternative perspective on a given subject, such as product reviews or tests, survey results, experiment outcomes, trend analyses, market research, or published statistics.
Article example: “The Most Popular Writing Services” (as the creators of the contentwriter.co platform, we shared our own data on the popularity of writing services).
Functionality
Dynamic content that helps users complete a task: purchase a product, book an appointment, compare prices, and so on. Websites that use this type of information processing rank better than those based on static content. Functionality is an important area of content marketing that prevents search engines from monopolizing the process, since they only provide an informational function.
Example: English-speaking writers (a subpage that allows users to work with copywriters who know English). This is an example of detailed, functional information that AI cannot replicate.
Authenticity
This type of content is not purely informational; it also contains emotion and subjectivity. Examples include travel blogs in which authors describe their own impressions, genuine reviews based on personal use of a product, and all forms of user-generated content, such as lively discussions and exchanges of ideas.
If content demonstrates the characteristics described above, it has a greater chance of building visibility in search engines and LLMs. Regardless, good content also serves other important business functions. According to the Stackla report², for example, as many as 90% of consumers say authenticity is an important factor when choosing a brand.
Data from CMI³, in turn, indicates that content marketing generates more than three times as many leads as traditional marketing methods. We should therefore remember that investing in information quality affects more than SEO.
Off-site SEO
Off-site LLM SEO is based on digital public relations activities.
By definition, these activities serve to communicate with a company’s surroundings, presenting diverse information about the business.
AI not only analyzes the information on our website; it also processes information about us by collecting data from other portals. What can support LLM SEO?
Publishing sponsored and guest articles
The more information about a company appears in the media landscape, the more opportunities LLMs have to refer to it. With a diversified supply of information, we are more likely to appear in response to prompts such as “Which company provides service X?” or “Where can I find suppliers of product Y?”.
Collecting reviews and participating in rankings
All comparisons, rankings, and directories that collect information about a company provide a clear benefit for LLM SEO. They can help us gain visibility for prompts such as “List the best companies in industry X”.
The potential range of queries is unlimited, so it is worth ensuring the broadest possible online exposure. In this way, we reinforce our presence and maximize the chance that an LLM will notice us during its research.
Summary
- AI-powered information retrieval continues to grow in popularity because it can generate data quickly and precisely.
- LLM SEO focuses on content that the model does not have in its training data. Publishing current, niche, or detailed information therefore maximizes the chances of being included in AI-generated results.
- On-site activities require the creation of unique, high-quality content. Off-site SEO, in turn, focuses on building a company’s image across the media landscape.
- Valuable content not only increases visibility in LLM tools but also in traditional search engines. It also contributes to other business outcomes, such as building a strong brand image and generating leads. It is well worth the effort.
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