Is Your SEO Strategy Ready for the LLM Era?
How to optimize brand visibility in AI search results
1In-Model vs. Out-of-Model Responses
LLMs generate two types of responses: In-model responses come directly from training data and take months/years to update. Out-of-model responses fetch real-time information via external searches like Google. General queries ('write a poem') trigger in-model responses, while specific ones ('December 2025 core update') generate out-of-model responses. The real SEO opportunity lies in influencing out-of-model responses.
2Limitations of Training Data
GPT-4 finished training in 2022, GPT-4.5 in August 2024. The long intervals between model updates demonstrate how difficult it is to influence training data. This data now encompasses not just websites but all digital content including books. For brands to appear in in-model responses, maintaining presence on platforms like Wikipedia and Medium is crucial.
3The Out-of-Model Advantage
The impact timeline is much shorter for out-of-model responses. Depending on Google's indexing speed, changes can show results within hours or days. For example, updating content on a news site could immediately affect AI Overviews. This presents significant opportunities for time-sensitive content like update notes and industry news.
4Query Structures in AI Searches
LLMs use long, specific queries that humans wouldn't typically type, such as 'December 2025 core update timeline' or 'which sites were affected'. ChatGPT's developer tools allow observing these queries. SEO strategies should optimize for these detailed queries rather than traditional keywords.
5The Rise of Barnacle SEO
For out-of-model responses, appearing on third-party authoritative sites like Wikipedia, LinkedIn, and YouTube has become more important than your own site. Similar to owning branded SERPs, you now need presence on these platforms for unbranded terms. AI tools focus on content quality rather than its source.
6Digital PR's Critical Role
Digital PR activities are essential to appear on authoritative sites you don't control. For example, becoming a reference on a Wikipedia page or publishing technical articles on Medium. Beyond backlinks, creating content on these platforms directly impacts AI search results.
7Don't Neglect Your Own Site
Your own site still needs to rank for these queries. AI tools typically evaluate the top few results. Structure your content to answer the detailed queries LLMs might generate. FAQ pages, technical guides, and update notes can be particularly effective.
8The Future of SEO
Traditional ranking factors are giving way to AI-friendly content strategies. Brands now need visibility not just on Google but also on tools like ChatGPT. In this new landscape, optimizing both your own site and maintaining presence on authoritative platforms will be key to sustaining visibility.
Original article: Moz Blog — SEO Stratejiniz LLM Çağına Hazır mı?