For years, the goal of SEO was clear: to rank on Google to satisfy user searches with the content you offer on your website. With the rise of artificial intelligence (AI), the landscape has changed significantly.
More and more people are asking questions directly to large language models like ChatGPT, Claude, or Gemini. The question is no longer just:
Is my website ranked in Google?
…but:
Is my website mentioned when someone asks an AI?
LLMs Don’t Work Like Google
A very common mistake is to think that an LLM like ChatGPT works the same way as Google. Although they share many elements and traditional SEO is still crucial for GEO or “LLM positioning,” there are differences:
Google:
- Crawls websites.
- Indexes them.
- Ranks results.
LLMs:
- Learn from large volumes of text.
- Detect language patterns.
- Repeat the most common examples when explaining something.
They do not choose what’s “best.” They choose what is most cited.
An Example Everyone Understands
Typical Google search:
“How to build a website?”
The AI‑generated answer almost always mentions the following tools:
- WordPress
- Wix
- Hostinger
Are these always the best option? No. Every website is different, and a specific CMS or framework isn’t the best choice for all cases.
So why do they appear?
Because for years they have been the default examples in articles, tutorials, videos, forums, and human conversations.
LLMs don’t perform a technical comparison. They rely on the material they have learned that has been mentioned repeatedly.
Being Cited
For an LLM, your brand exists if:
- It appears in explanatory sentences.
- It is mentioned alongside other brands in your sector.
- It is used as a natural example.
What Works to Get LLMs to Recommend You
⚠️ Important Note
Not all tactics that work well for LLMs are safe for traditional SEO. In particular, self‑promotional “listicles” (like “the best X” where you position your site first) are showing clear signs of medium‑term risk in Google, judging by the SERP volatility in January 2026. This has been documented by several SEO experts, such as Lily Ray on her Substack.
This does not invalidate the logic of citation, but it does require choosing more sustainable formats in the long term to avoid jeopardizing your SEO strategy with short‑sighted tactics.
1. Clear Positioning in a Single Sentence
If you can’t describe your project in a simple sentence, an LLM won’t be able to either.
- “X is a platform for [type of user] that helps with [specific benefit].”
That sentence should be repeated in different sections:
- the home page
- the About page
- external articles
- bios and mentions
2. Third‑Party Mentions (Not Just Links)
LLMs learn a lot from what others say about you:
- comparative articles
- opinion posts
- forum replies
- newsletters
3. Content Written to Be Quoted
LLMs love phrases like:
- “X is one of the most widely used options for…”
- “Unlike Y, X focuses on…”
Clear, declarative content with no ambiguity.
4. Explicit Comparisons
Comparisons are gold for LLMs.
Examples:
- X vs Y
- Alternatives to X
- Best tools for SEO
Don’t be afraid to name others. That’s how you enter the conversation.
The Mindset Shift
Traditional SEO asked:
“How do I get more traffic?”
SEO for LLMs asks:
“In which sentences do I want to appear?”
Because that is exactly what a language model reproduces: human sentences.