SEO in the Era of LLMs and Generative AI

Thanks to everyone who joined our recent webinar, “Search, Reinvented: Evolving SEO in the Era of LLMs and GenAI.” It was clear from the record-breaking attendance and buzzing Q&A that the topic struck a chord—and for good reason. 

As promised, we’re answering the top questions we didn’t get to live. If you left with your hand still in the virtual air, this is for you. 

What Did We Cover? 

• The seismic shift in search: from traditional rankings to AI Overviews
• Why the fundamentals of SEO still matter—and how they’re evolving
• How to structure content for LLM visibility
• Tools, tactics, and mindset shifts to stay ahead of the game
   

Your Unanswered Questions, Answered!  
 

Q: What’s your top tip for hotel brands trying to show up in LLM-based travel searches? 

A: Focus on well-structured, user-first content that answers natural-language queries, e.g., “Where’s the best place to stay in Rome for families?” Additionally, invest in digital PR to get mentioned on high-authority travel sites. These mentions often show up in LLM citations more than brand-owned content. 
 

Q: What are the main differences between SEO optimization and GenAI optimization? Should we focus on both at the same time or just future-proof for GenAI? 

Both are important and built on the same fundamentals: Focus on good-quality content that is useful for your customers in their journey. Put yourself in your customers’ shoes and deliver what they need.  

Q: How easy is it in practice for a company to influence or “train” an LLM so it prioritizes their products or services when users ask for recommendations? 

Influencing LLMs is complex. Focus on what you can control and monitor how LLMs show your brand.   
 

Q: Is domain authority still relevant in the age of AI search? 

A: Yes, but the game is changing. LLMs tend to pull from high-quality, authoritative sources, and top-ranking content often feeds AI responses. That said, we’ve seen LLMs cite lower domain authority sites if the content is well-structured, specific, and credible. Focus on trust signals, not just backlinks. 
 

Q: Can I influence brand confusion in AI Overviews, e.g., when companies with similar names are grouped together? 

A: Yes, through consistent branding, structured data, and digital PR. Ensure your company information is crystal clear across your site and listings. Tools like schema markup help reinforce that you are the company, not one of several. 
 

Q: How do we track the prompts people are using to find us? 

A: Unfortunately, LLMs don’t give direct referrer data like traditional search. But you can simulate user behavior by: 

• Prompting LLMs with likely queries
• Tracking which sources they cite
• Auditing those answers weekly to assess share of voice, competitor mentions, and content gaps

Q: Are backlinks still helpful? 

A: They matter, but think mentions, not just links. LLMs seem to value high-quality mentions from trusted sources (digital PR wins, again). It’s less about technical link juice and more about semantic relevance and credibility in the wider web ecosystem. 

Q: How do KPIs shift in an AI-first search world? 

A: Core business metrics like traffic, conversions, and revenue still matter most. But for LLM visibility, add in: 

• Share of voice in AI responses
• Citation frequency in AI Overviews
• Competitor visibility vs. your own

Q: Do we need a tool to measure all this? 

A: Not necessarily. Tools are emerging (like Ahrefs’ “AI references”), but the panel advised against overinvesting in point solutions. Instead, find a trusted partner who can help you test, track, and adapt as the space evolves. 

Q: How long does it take to see results from optimizing for LLMs? 

A: It varies, but it’s often quicker than traditional SEO. AI models may update outputs in days or weeks. That said, foundational work (schema, content restructuring, digital PR) still requires consistent effort over time. 

Q: Will LLMs degrade if everyone uses the same prompts? 

A: It’s unlikely. LLMs evolve with more data, not less. Repeated prompts may help refine responses, but originality in how you phrase and prompt will still yield better, more tailored outputs. 

Q: What’s one thing to do now? 

Here’s what our panel recommends: 

• Pedro: “Don’t panic: SEO isn’t dead, it’s just becoming smarter. Keep focusing on value and clarity.”
• Mario: “Start testing. Be creative. This is your chance to be part of shaping the next era of content.”
• Diego: “Iterate fast. Use AI to learn about AI. And never stop experimenting.”
   

Want More? 

We’re working on a full-length guide and industry-specific breakdowns based on the insights shared. Stay tuned, and if you’re still navigating this shift, reach out. Our experts are happy to brainstorm how to tailor this to your brand, industry, and goals.