Whether we're talking about simple SEO for LLMs, "GEO" for "Generative Engine Optimization," or "LLMO" for "Large Language Model Optimization," more and more brands are interested in how to proceed to gain ground on the different tools.
One in ten people uses ChatGPT, is this a growing number?
Although traffic or visibility is still a long way from surpassing other communication channels such as natural referencing, online advertising or social networks, everything suggests that SEO within LLMs should grow in the years to come.
Sam Altman, CEO of OpenAI, having already stated at a conference that 10% of the world's population currently uses ChatGPT, everything indicates that the battle for presence in LLMs is being played out as soon as today...
Tip #1: Check access to your website
As with a traditional SEO strategy, you must first ensure that LLMs do indeed have access to your website, particularly with the famous robots.txt, or the llms.txt file which is trying to establish itself as a future standard that is still much criticized.
You should be able to check if LLMs are bringing traffic to your website by checking the referring sites in your web analytics tools like Google Analytics 4.
Tip #2: Answer future user questions
In 2018, Google already offered a "position zero" which aimed to present a result at the top of the page, before offering the traditional organic search results.
On the LLM side, The trend is essentially the same, with a few differences. Experts in the field recommend in particular:
- Choose clear and precise questions
- Provide concise answers
- Cite your own brand to be better identified
- Implement FAQPage structured data, previously used by Google, and other tags proposed as part of the Schema.org project
Beyond user questions, specialists especially recommend publishing updates regularly, because LLMs favor "fresh" information.
Tip #3: Be present in the first 10 organic results
As one might expect, presence in search engines is also a prerequisite for brands who want to be mentioned by LLMs.
According to a BrightEdge analysis, nearly 60% of Perplexity searches focus on the top 10 results, specifically those on Bing. Although it is not the only source used, OpenAI works in the same way with the Bing API, just like Google Gemini with its own search engine.
Tip #4: Develop your media presence
SEO in LLMs also involves press relations, and for good reason: LLMs are not only based on search engines, but also on partnerships they develop with major media outlets.
Perplexity is, for example, a partner of TIME, Der Spiegel in Germany, and Fortune. OpenAI is also known for having established numerous partnerships, notably with Le Monde.
Tip #5: Focus on UGC content
As we can read in Jill Smith's analysis for The Drum, UGC content (User Generated Content) generated by users on discussion forums is not only a sign of trust for search engines, but also for LLMs.
It is probably no coincidence that Reddit is still one of the most visited sites in the world, and that the platform even took Anthropic to court at the beginning of June for its use illegal use of their data.
To maximize their chances of appearing in LLM responses, brands can:
- Analyze their presence on leading forums and review platforms
- Encourage users to discuss their brand
- Create inspiring content to spark debate and discussion
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