What Are LLMs
LLMs (Large Language Models) like ChatGPT, Claude, Perplexity, Google Gemini, Microsoft Copilot, and Grok are AI tools that read the web and answer questions in plain language.
They act as conversational search engines, delivering complete answers rather than blue links.
- They process huge text datasets to understand topics.
- They generate human‑style responses and cite sources when possible.
They take info from all around the web to feed themselves (Sounds like a scary movie, waiting to happen!). This includes data from websites, blogs, Reddit, Twitter (or X), LinkedIn, Youtube, Google, and Bing – basically anything that can be found online.
The way you interact with these LLMs is by “prompting” them. It’s basically like if you were having a discussion with a friend, unlike a Google Search, where you just search for a set of keywords.
The answer the AI gives you depends on the way you “prompt” the AI. The more details you give it, the better the response will be.
From Ranking to Recommendation
Visibility now means getting cited inside an answer, not just holding the top SERP slot. Even though they technically go hand in hand. For example, ChatGPT uses Bing search results to influence what it shows you.
I mean, it makes sense. Microsoft has invested over 13 billion dollars into OpenAI (the Owner of ChatGPT).
So if you are ranking well on Bing, chances are you will be used as a source in the responses ChatGPT gives. But the LLM relies on authority and trust to decide which brands it uses as a source. So being a “brand” is more important than ever. More on this, in a bit.
The Golden Rule of ChatGPT optimization
LLMs only know the information you publish. We know that they acquire their knowledge from data from websites, blogs, Reddit, Twitter (or X), LinkedIn, Youtube, Google, and Bing. So you MUST try to show up anywhere you can online, so you are viewed as an authoritative brand.
Not just showing up, but showing for the right things. Things that you want to be known for. If I am a lawyer, I definitely don’t want the LLMs to think I am a doctor. That would just confuse the heck out of them. Or worse, a potential client!
Information Supremacy
LLMs synthesize facts, they do not invent them reliably. But just like a friend, if you told it you were Superman, it would go with the flow and have a conversation all about it. Now that’s a true friend! (kidding of course.. or am I?)
All jokes aside, your brand data must be available, detailed, and verifiable.
- Audit every product, feature, and FAQ for completeness.
- Publish robust guides, specs, and case studies to fill gaps.
Competitive advantage comes from out‑informing rivals. Obviously, only with relevant content that attracts potential leads to your brand. Again, if I am a lawyer, I want those who might be interested in my services, not someone looking for a doctor. If the wrong person finds me, it won’t lead to a sale or, at the very least, a phone call!
Top 11 Strategies to Get Your Brand Recommended and Cited by LLMs
1. Publish Everything
Document every facet of your offer, from technical specs to company history. The key is to give them EVERYTHING you want them to know about you and your company.
Treat your site like a digital encyclopedia. Even though, you most likely already are doing this, but there’s always content gaps to fill in.
- Use glossaries, FAQs, comparison tables, and how‑to articles.
- Keep paragraphs short, clear, and jargon free.
Action: Publish as much detailed information about your brand, products, services, and expertise as possible online.
2. Build a Massive Brand & Become an Authority
Secure brand mentions across diverse platforms: Google, Bing, YouTube, TikTok, Twitter, Reddit, LinkedIn. Give LLMs current and relevant content.
Consistent social engagement boosts credibility.
- Pursue guest posts, podcast spots, and news coverage.
- Claim and update your knowledge panels.
Action: Cultivate perception as a leading authority in your niche.
3. Optimize for Prompts, Not Just Keywords
Users type full questions, so mirror that language.
On Google, people often use shorter, direct keywords because they know they’re getting a list of results where they can click through. For example “SEO company” or “local SEO company“.
But with LLMs, you need more! You use prompts, which are way longer and more conversational. If you were to just type “SEO company” or “local SEO company”, you would just confuse the LLM, as it wouldn’t know what you want. Are you looking for a piece of specific information, want a recommendation, or want an image, but you simply don’t know.
So, you must give it context. So a better prompt would be ” What’s the best local SEO company in Toronto, Canada, and what 10 questions should I ask them to see if we are a fit to work together?”
A prompt can be seen as a long-tail keyword with much more context.
Action:
- Identify and optimize for these specific prompts.
- Anticipate and address potential second-tier questions users might ask following an initial LLM response.
- Example: Shift from “local SEO company” to “What’s the best local SEO company in Toronto, Canada, and what 10 questions should I ask them to see if we are a fit to work together?”
4. Nail Your Content Quality and User Intent (Site-Wide!)
Apply Experience, Expertise, Authority, and Trust (EEAT) to every page. High-quality content satisfying user intent remains crucial.
Action: Ensure all content across your site is high-quality and directly addresses the needs and intent of your target audience. This boosts the chances of any page being cited.
5. Get Listed in the Top Industry Listicles
LLMs scan “best of” articles for quick comparisons. LLMs heavily rely on listicles (e.g., “Top 10 Best X”) for general recommendations.
Pitch reputable editors and keep your listing current.
Action:
- Identify the leading listicles in your niche.
- Actively work to get your brand/product featured, aiming for a top 3 position.
6. Build a Strong Reputation with Online Reviews
High volumes of genuine reviews act as social proof. Since LLMs lack personal experience, they use reviews and ratings to gauge trustworthiness.
Make sure to respond to all feedback on your Google Business Profile to show active customer care.
Action:
- Encourage and gather relevant reviews on key platforms like Google Business Profile (especially for local), Trustpilot, G2, Capterra, etc…
7. Build Quality Backlinks and Mentions
Backlinks signal authority to search engines like Google and Bing, and as we already know, LLMs pull data from search engines.
Getting a backlink on Forbes is GOOD, but if you were to be mentioned/quoted on Forbes is also GOOD. That is giving exposure to your brand. Search engines and LLMs will start seeing you as an authority.
Many digital marketers don’t value these mentions, but now more than ever, mentions are very valuable to be sourced as an authority on LLMs.
Create original research or tools that publishers want to reference.
8. Ensure Technical Crawlability and Structure
Ensure LLM crawlers can access your site. AI bots must be able to access and interpret your website’s content.
Make sure none of these user agents are blocked in your robots.txt file:
User-agent: GPTBot
User-agent: ChatGPT-User
User agent: OAI-SearchBot
User-agent: anthropic-aiUser-agent:ClaudeBot
User-agent:Claude-Web
User-agent: GPTBot
User-agent: PerplexityBot
User agent: Google-Extended
User agent: FacebookBotUser-agent:Amazonbot
Implement schema markup on key pages, particularly for unique, fact-rich information (e.g., FAQs).
9. Keep Ranking Well on Google and Bing
Strong organic performance feeds the same data LLMs pull. (ChatGPT using Bing ) and search engine results pages (SERPs).
Traditional SEO isn’t dead, even though I’ve been hearing this since, 2008. Tradional SEO just evolved and will continue to evolve for as long as we use search engines.
Action:
- Maintaining strong rankings on Google and Bing is essential.
10. Be Coherent and Track Your Visibility
Ensure your brand messaging is uniform across the web to avoid confusing LLMs.
It’s key to avoid contradictory information about services, features, or pricing.
11. Use of llms.txt File
The llms.txt file is essentially a robots.txt file but for LLMs. It’s not a standard at the moment, but as the month’s pass, we see more and more websites using them. Like Bitcoin.com and Benzinga.com.
Will it ever catch up like robots.txt? Who knows… but it might be a “nice to have”.
One thing I do want to point out, as the time of publishing, there’s no test out there, that shows this actually helps with being sourced by LLMs.
SEO for ChatGPT: Putting It All Together
LLM optimization (AI SEO) is a continuous loop of publishing, promoting, and auditing. At the end of the day, it’s traditional SEO, just with a fancier name.
Start with the largest content gaps, then layer on reviews, links, and PR.
- Be everywhere accurate information appears.
- Project authority through mentions, links, and social proof.
- Make every fact easy for crawlers to read and users to understand.
- Provide an abundance of high-quality, useful information.
- Ensure your digital assets are technically accessible and understandable to AI.
Implement these strategies to increase your chances of being cited and recommended in the evolving landscape of LLM-driven information discovery.
Which of the eleven strategies will you tackle first to raise your brand’s profile in AI‑powered answers?
I’ve been involved with online marketing one way or another for over 10 years. Now I can be found geeking out about artificial intelligence + SEO processes automation. If you need to reach me, you can contact me at [email protected].