LLM SEO: How To Show Up in ChatGPT and AI Search Results

The internet is changing fast, and so is how people search for information.

A growing number of users are skipping Google and going straight to tools like ChatGPT, Claude, Perplexity, or AI Overviews to get answers. Instead of seeing a list of blue links, they’re getting direct responses. And if your business isn’t part of those responses, you’re missing out.

That’s where LLM SEO comes in.

What Is LLM SEO?

LLM SEO is short for Large Language Model Search Engine Optimization. In simple terms, it’s all about getting your content and brand to show up in the answers that AI models give. Traditional SEO is still useful, but it’s no longer the whole picture. These days, the goal isn’t just ranking on Google.

It’s being the answer people get from AI tools.

Why This Matters

People are starting to ask AI tools very specific and detailed questions. Instead of typing “best gym near me,” they might ask, “What’s a good 24-hour gym with group classes and a sauna in downtown Austin?” Chatbots don’t just show links, they generate full responses. If your brand isn’t mentioned in the model’s data, or isn’t easy to find and understand, it likely won’t appear.

And this shift is only accelerating. Some predictions suggest that traditional search engine usage will drop by 25% in the next couple of years, and that organic traffic will be cut in half by 2028. That’s a huge change.

So the question becomes: How do you show up in these AI-generated answers?

How to Optimize for LLMs and AI Overviews

1. Be Easy to Find and Understand

LLMs learn from a mix of training data and live information pulled from trusted websites. That means your site needs to be well-organized and public. Use clear headlines, helpful subtopics, and short, readable paragraphs. Bonus points if you include definitions, examples, and bullet points.

2. Build Your Brand Across Platforms

Don’t just rely on your website. Make sure your brand shows up on YouTube, LinkedIn, social media, and review sites like Yelp or Google Business. If your brand is mentioned in multiple places with consistent details, it looks more trustworthy to both people and AI.

Note: Since ChatGPT’s search integration pulls heavily from Bing (due to Microsoft’s $14 billion investment in OpenAI), ranking well in Bing can directly increase your chances of being cited by ChatGPT.

3. Write Like a Human

LLMs understand conversational language better than keyword-stuffed SEO copy. Think about how people ask questions. Use headings like “What to do if…” or “How to choose…” and write content that sounds like it could be read out loud. That kind of natural tone makes it easier for AI to quote or summarize you.

4. Add Original Insights and Stats

AI tools love quoting facts. If you include your own research, results, or case studies, it gives you a leg up. Just make sure the data is easy to understand — simple tables or lists help. And be sure to include where the numbers came from.

5. Use Structured Data and Open Access

It’s still smart to use schema markup on your site, especially for FAQs, reviews, or product details. Also, double-check your robots.txt file and make sure important pages aren’t blocked. If AI crawlers can’t reach your content, they can’t include it.

ChatGPT prioritizes content with clear structure (headings, bullets, tables) and real human signals like author bios, certifications, or first-hand experiences.

6. Think About Google’s AI Overview

While different from LLMs like ChatGPT, Google’s AI Overview still uses similar techniques to summarize answers. And unlike chatbots, Google does include links in these summaries. So optimizing for this means having helpful, well-structured content that answers common questions clearly and appears on pages that Google already trusts.

Additional Strategies:

Cover Topics in Depth

Instead of writing random posts, cluster your content around one main subject. For example, if you’re a financial advisor, create multiple pieces like “What to know before retirement,” “Top retirement tools,” and “Common mistakes to avoid.” Link them together. This helps AI tools recognize you as an expert on that topic.

Get Cited in the Right Places

LLMs often pull from review sites, news articles, forums, and well-read blogs. Reach out to people who write in your space. Ask to be included in expert roundups or contribute quotes to articles. The more often your brand shows up in helpful content, the better.

LLM SEO is still new, but it’s already changing the way people discover information online. It’s becoming less about ranking and more about being the answer that AI tools give to users. That means you need clear, helpful content, a strong digital presence, and a strategy that focuses on trust and consistency.

Additional Resource: How to rank in ChatGPT responses