LLM vs SEO – How Search is Changing in the Age of AI (and What You Can Do About It)

byNewydd105

671 followers

6 months ago

Every week, I like to share what I’m working on behind the scenes and how it (hopefully) helps improve my website traffic and overall business growth. This week, I want to talk about something I’ve been digging into — how website traffic is changing in the AI world and what we need to adapt.

Have you searched for something online lately?

Instead of being sent to a list of websites, you may have noticed AI popping up with an answer directly in the results.

These are called AI Overviews or Search Generative Experiences (SGE) — and they’re powered by LLMs (Large Language Models) like ChatGPT or Gemini.

Sounds helpful, right? But here’s the catch

If AI provides the answer instantly, fewer people click on the links underneath — even if those links include your site.

What Is LLM and Why Does It Matter for Your Business?

LLM stands for Large Language Model, and it’s the technology behind AI platforms like ChatGPT. Search engines like Google and Bing are starting to use LLMs to generate their own answers using information from across the internet.

That means instead of just relying on traditional SEO (Search Engine Optimisation) to rank in search results, we also have to think about AEO (Answer Engine Optimisation) — in other words, optimising your content so it gets picked up and used by AI tools.

What’s Changing with Search?

• Fewer clicks: AI-generated answers reduce the need for users to click on your website link
• More visibility challenges: Good SEO isn't always enough anymore
• AI visibility: AI tools need structured, credible, well-linked content to understand and feature your site
• Ranking rules are shifting: Sites that demonstrate expertise, structure, and helpfulness are more likely to get sourced

What I’m Doing to Stay Ahead

Here’s how I’m adjusting my website to stay visible in the new AI search world:

1. Creating High-Quality, Helpful Content
2. • Every blog now includes clear headings, FAQs, and step-by-step insights.
   • I focus on answering specific questions people are likely to type into search or AI tools.
2. Using Schema Markup
3. • Schema helps search engines (and AI) better understand your content.
   • I’m working with tools like RankMath to add schema tags to key blog posts.
3. Building EEAT (Expertise, Experience, Authority, Trust)
4. • I’m adding more author boxes, testimonials, and references to back up my knowledge.
   • This tells both AI and readers that the content is written by someone who’s credible.
4. Consistency Across Platforms
5. • Weekly blogs, podcasts, newsletters, and social media - creating posts that all work together to show that my site is active, relevant, and trustworthy.

How This Helps You

If you have a blog or website, it’s more important than ever to:

• Write with purpose — answer real questions
• Structure your content - so both humans and AI can easily read it
• Build credibility Online - with testimonials, consistent branding, and regular updates
• Don’t just think SEO — think AI visibility

AI World is Changing Fast

The AI world is changing fast, but it also creates new opportunities. Instead of fighting the changes, we can adapt and position our content to be part of the answers AI shares.

If you’re working on your own site, now’s the time to learn how LLMs work alongside (and sometimes ahead of) traditional SEO — and start making your content future-ready.