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Search is changing fast, and keeping up matters more than ever. Tools like ChatGPT and Gemini are reshaping how people find information online.
While ChatGPT leads the pack, other AI models like Gemini are quickly gaining ground. These systems are already starting to influence what shows up in search results — and that influence is only going to grow.
Try this:
Do a google search which has more than 4 words.
Does it show an AI overview? Yes, then carry on. No then do another search.
Does the AI overview answer your query fully?
Yes, this then creates a ‘zero click’ scenario, where you don’t have the learn more
No, this leads you to clicking on the citation (found on the right hand side of the AI overview panel)
With the emergence of AI usage, its now more important to create content that targets LLMs, in the aim of acquiring users who click to your site to read more.
Search is constantly evolving and will not change overnight nor will it dutifully comply with a Silicon Valley Strategy. What is happening however is a shift in the LLM era and that means SEO strategies need to shift to remain effective.
Here are a few key facts:
[source: SEJ]
Before diving into tactics, it helps to understand what’s changed. AI tools like ChatGPT, Gemini, and others now play a key role in how search engines decide what to show.
They focus less on exact keyword matches and more on meaning — what the user actually wants, the context around the query, and the quality of the information.
To show up in these results, your SEO approach needs to reflect this change.
LLMs have revolutionised how search engines understand and rank content. To stay competitive, focus on:
Interconnected content is more likely to be recognised as authoritative by LLMs. Here's how to implement this strategy:
Structured data helps LLMs and search engines better understand your content. To implement:
LLMs favour original, data-driven content. To stand out:
Optimise for meaning and context rather than just keywords:
Key schemas to include (can vary by page type):
Leverage AI tools to streamline SEO tasks:
As voice search continues to grow, optimise for spoken queries:
Understanding the impact of your SEO efforts in an LLM-driven search landscape requires new metrics and approaches:
Remember, success in this new era of SEO isn't instantaneous. Content can take up to twelve months to gain traction, depending on the competitiveness of your target keywords. Stay patient and consistent in your efforts, continually refining your strategies based on performance data and evolving LLM capabilities.
The rise of LLMs in search engines has ushered in a new age of SEO, where context, relevance, and user intent reign supreme. By adopting these strategies and tactics, you'll be well-positioned to conquer search results in 2025 and beyond. Remember, the key is to create valuable, user-focused content that aligns with how LLMs understand and process information.
Keep experimenting, stay updated with the latest developments in AI and search technology, and always prioritise your users' needs. The future of SEO is dynamic and exciting, offering endless opportunities for those who are willing to adapt and innovate. Happy optimising!
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