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A Marketer's Guide to SEO for LLMs

The minute ChatGPT launched to major acclaim in 2022, marketers had one question: “How do I get it to give the answers I want about my brand?” A natural question, given that for years influencing brand discoverability had been possible through SEO and SEM.

The answer at the time wasn't easy or delightful to hear: you kinda can't. That's because the training material for an LLM was pre-baked into the model as it was learning. And that training material often came from typical web crawls. So if you already had good webcrawl best practices implemented on your site, it was likely going to pick up the basic signals you wanted to send.

But AI doesn't stand still. Now ChatGPT, Perplexity, Gemini and other LLM chat platforms can access the internet to look things up, giving marketers another go at influencing the answer. In fact, Gartner is predicting that search engine volume will drop 25% by 2026 because of AI chatbots as well as other virtual agents.

Do you have questions about what this means for marketers? We certainly did. So we sat down with two of our experts on LLM models and data and system architectures, and they broke it all down for us.

What should we call this new kind of SEO?

Cube: First off, what should we call this new kind of SEO — the kind where we're focused on optimizing for LLMs?

Mārcis: I've started using Generative Engine Optimization or GEO because it feels the catchiest. I've also seen AIAO (AI Agent Optimization), but that's just a mouthful and sounds a bit like Old MacDonald's farm.

Renārs: I've seen a lot of names being floated out there including LLMO, SAIO, LEO, AEO and AIO. If my 15 years in technology have taught me anything, it's that you can never have too many standards for the same thing. So I have proposed “Language Model Framework for Agentic Optimization” (LMFAO). Internal review is still pending, but I feel confident. ;)