What are AI LLMS? 

They are neural networks, an advanced, specialized algorithm subset inspired by the structure of the human brain.

LLMs learn by analyzing billions of words to detect patterns in how we speak and write.

So, to put it simply, if I say, "Hey! How are you?" plenty of data exists out there for LLM's to piece together an appropriate response to those words, in that order, akin to something like "Hi! Im great! and you?".

By now, you've interacted with them, and you know they are far more complex than that. They produce unique content all the time, and that's because the process is not reliant on exact text matching. Instead, they work from a space of understanding semantic connections to seemingly appear aware/creative.

And much to my nerdy, sci-fi disappointment, they actually don't understand content the same way we do. Their interactions with us are based on statistical conventions rather than genuine comprehension, a point to keep in mind as we delve further into this article. 1

The Perks of Longevity

If you've been in business for, let's say, the past decade, and you did your fair share of growing and tending your online presence, chances are the LLMs are aware of you and have a good understanding of who you are.

Especially if you've had reputable 3rd party sources mention your business and what you do, along with the use of adjectives to describe your product/services, as this forms the basis of how LLMs compile their findings.

For Generative Engine Optimization (GEO), backlinking is different; it's more about authority built through brand mentioning.

So let me clarify: backlinking is important in SEO because that link back (ideally from a reputable source) to your content signals relevancy, but with GEO, that link back isn't the Gold. The value is in just others talking about you, ideally in a descriptive, favorable way.

GEO is not replacing SEO; in fact, good SEO will help. But beyond the technical checkboxes and the manual labor involved with SEO, GEO is out there reading and forming its "opinion", its statistical convention of it all.

The neural networks identify patterns based on how often and in what contexts specific terms and entities occur together  to form their understanding, again their statistical convention.

Then, decide whether or not you're relevant enough to talk about, which presents an issue for newcomers to the scene. Your product or service may be the answer to someone's dream/problem, but you may not have enough third-party mentions and content to inform GEO.

Thus, SEO isn't being replaced by AI yet, as any good SEO plan includes plenty of content development, and great content stimulates brand mentioning.

The Importance of Accessibility

The days of trying to manipulate algorithms for better SEO visibility are long gone. GEO continues with that tradition by focusing on learning your topical authority and how easily and effectively it can access, interpret, and prioritize your brand's information when generating responses. 2

Here are a few things you can do to help AI:

Schema Markup: Aka structured data is a behind-the-scenes way to help AIs clearly understand what your content is about. It is additional code added to your page's source code, meaning your content would appear normally on your web page, but behind the scenes, at the code level, additional code would be added to categorize/tag your content into clearly marked data. For example, if you had a chocolate chip cookie recipe, your Schema markup would look something like this:

<script type="application/ld+json">

{ "@context": "https://schema.org",

  "@type": "Recipe",

  "name": "Chocolate Chip Cookies",

  "author": {"@type": "Person", "name": "Jane Doe"},

  "datePublished": "2025-04-15",

  "description": "A classic chocolate chip cookie recipe that's soft and chewy.",

}

</script>

This small sample of Schema demonstrates how the bolded code marks the content, eliminating all guesswork and making it very easy for Spiders and AIs to know what your content is about.

FAQs:  Questions and Answers content enables you to discuss your products and services in ways that help AI understand what you do, your limitations, how to best collaborate with you, your unique aspects, etcetera.

Publications: Identify the periodicals AI frequently cites for your target topics and queries and actively seek mentions on those sites.

Collaborative Content:  Getting good authority sites to apply a follow link to your content is challenging, and PR is expensive. But if you have the budget, definitely invest in PR to get those brand mentions out there.

However, initiating 3rd party collaborative content with relevant podcasters/YouTubers might be more frugal. The key thing here, just like PR, is figuring out why your business is worth talking about.

Using AI for Search

So, we covered some strategies for educating AI about your business, but is AI a good search option? As TechRadar's Becca Caddy put it after testing AI search tools… "The results were… mixed. Not a total disaster – they could all retrieve some relevant info – but accuracy wasn't great. And the way they summarized that information? Often confusing or just not that helpful." 3

And with so many becoming reliant on AI to generate content, Entrepreneur.com had this important reminder, "One of the biggest hurdles lies in maintaining content authenticity and quality. Sure, AI can churn out Content faster than you can say "writer's block," but there's a huge risk of AI-generated "fake news" slipping through the cracks." 4

Certainly, AI search will improve over time, but it goes without saying that you should absolutely be fact-checking, doubling-checking what AI generates. A 1st draft, human or bot, is rarely a final product.

GEO demands that businesses not be lazy about content accuracy and authenticity. Success lies in blending AI-driven insights with human creativity to create high-quality, relevant Content that aligns with evolving search algorithms.

Questions about getting your business seen by AI — and the people using it? Please contact me.

References:

1. https://writings.stephenwolfram.com/2023/02/what-is-chatgpt-doing-and-why-does-it-work/
2. https://searchengineland.com/integrate-geo-seo-453351
3. https://www.techradar.com/computing/artificial-intelligence/ive-got-bad-news-if-you-use-chatgpt-or-any-other-ai-as-your-main-search-tool
4. https://www.entrepreneur.com/growing-a-business/how-generative-ai-is-changing-seo-forever/488492