It’s true – search is changing.
We’ve been involved with SEO since before Google. Over the decades we’ve seen countless shifts in how people search. From early search engines, to the rise of mobile search, to voice search, and now prompt-based discovery through large language models (LLMs).
Technology evolves. The businesses that stay ahead are the ones that evolve with it.
That’s exactly how we’ve built success for our clients over the years, and it’s exactly how we can help you now.
Today, people are talking about platforms like ChatGPT, Perplexity and Gemini, and new terms like LLM Optimisation are appearing everywhere. As always, when something new emerges, the marketing world quickly fills with hype and scare tactics.
The reality is much simpler.
Yes, things are changing – but the shift isn’t as dramatic as some would have you believe. There’s no need to panic, but there is a need to evolve if you want your business to remain visible online.
Social media didn’t replace search, despite predictions that it would. The same applies here. LLM optimisation isn’t replacing SEO – it’s an evolution of it. Businesses can adapt and move forward, or they can stand still and fall behind. It really is that simple.
Since the release of ChatGPT, we’ve spent significant time studying how large language models work – how they gather information, how they interpret content, and how they decide which sources to reference when answering prompts.
Our goal has been simple: ensure that the businesses who trust us remain visible wherever people search for answers.
And the results speak for themselves.
Strong SEO still underpins success in the LLM ecosystem, particularly where Google is concerned. The fundamentals remain critical: a well-structured website, fast loading speeds, clear content, and strong technical foundations.
But there are now additional layers that influence how brands are discovered and referenced by LLMs.
Over the past year we’ve worked with a number of our clients to help them improve their visibility across LLM platforms. Through that work we’ve identified what makes a difference, built the right tools, and developed practical strategies that deliver results. Now we’re opening this up as a service on its own.
Today, visibility is no longer measured only in rankings, clicks and visibility. Citations, mentions, and inclusion in AI-generated responses are becoming just as important.
We’ll help you connect those dots.
If you’d like to explore how LLM optimisation can strengthen your digital visibility, get in touch – we’d be happy to talk.
LLM Optimisation is the process of improving how your website and brand are discovered, understood and referenced by large language models such as ChatGPT, Gemini and Perplexity.
These platforms gather information from a wide range of online sources when generating answers to user prompts. LLM optimisation focuses on ensuring your website is structured, written and technically configured in a way that makes it easier for these systems to find, interpret and reference your content.
While the concept is new, many of the foundations still come from strong SEO practices.
No. LLM optimisation is not replacing SEO – it is an evolution of it.
Search engines and AI systems both rely heavily on structured, trustworthy and well-organised content. A technically sound website, clear information architecture and authoritative content remain essential.
What is changing is how that information is surfaced. Instead of only appearing as a ranked link in search results, websites may now also be referenced or cited directly within AI-generated answers.
Businesses that adapt their SEO strategies to account for this shift will be best positioned for the future of search.
Appearing in AI-generated responses requires a combination of strong SEO fundamentals and additional optimisation designed specifically for how LLMs gather and interpret information.
This can include improving technical website structure, strengthening content clarity, increasing authoritative citations and mentions, and ensuring your brand is referenced across trusted sources online.
While there is no single switch that guarantees inclusion in AI responses, a structured optimisation approach significantly increases the likelihood that your business will be surfaced when users ask relevant questions.
