If you think AI is big in online search, wait until you hear this statistic. In 2023, 13 million US adults reported not just using AI search but said it was their primary method when searching for information online. According to Statista, by 2027 (a mere 2.5 years away, sorry), this number is estimated to increase by 592% to 90 million users primarily searching with AI.
In this context, we are discussing how your brand name can appear in LLMs like ChatGPT. Sometimes, this term is used to describe how LLMs function in the traditional practice of SEO, like using ChatGPT to draft a webpage outline. However, we are discussing the broader idea of taking action to show up in this new area of online search. A more technical term for this is Language Model Optimization (LMO), the process of optimizing your site to show up on LLMs.
ChatGPT changed the search landscape, and now, a new type of SEO is required. Traditional SEO aims to help your web pages rise to the top of search engine page results (SERPs). Or perhaps it’s like fishing in the ocean–search engines crawl the whole web and select the most relevant sites, like a trawler scooping fish in ranking order from the sea.
When consumers search for information about products or services on LLMs like ChatGPT, these programs don’t look at the entire web; they look at particular sources. ChatGPT cites consumer review sites like Trustpilot as primary sources of information. They are not the only
sources, but consumer opinion is a high priority for LLMs.
For example, let’s research a new, reasonably priced gaming laptop:
This prompt gave five different suggestions. It’s easy to see why so many people are projected to use LLMs as their primary online search tool when ChatGPT can produce relevant information quickly and concisely.
Now, let’s look at where exactly ChatGPT found this information.
Rather than search engine crawlers that cast a wide net, LLMs source their information from relevant and authoritative sources. According to ChatGPT, it found its information about reasonably priced gaming laptops from:
As we discussed in the beginning, ChatGPT and other LLMs are now essential for SEO because a growing number of consumers use LLMs as their primary online search method.
While LLMs have significantly impacted the SEO industry (Consider Google’s massive updates in early 2024 mainly due to spammy AI content), the effect on SEO and how consumers search for information and products is only starting to show.
Consider the following graph to the right:
Yes, LLMs are primarily being used for informational searches. While these searches may inform future transactional searches, LLMs cannot populate specific product links….yet.
However, your name or brand can show up in LLMs. But is it?
Now is the time to optimize your site for LLMs so your brand shows up when users search for information related to your products or services….and for the quickly approaching moment when your potential customers can shop in LLMs.
Want to make sure your brand or name pops up in LLMs like ChatGPT? Here are ten practical steps to help you get noticed and stay visible in the evolving digital world.
SEO offers many benefits to transform your business’s online presence and success. Here are some of the most significant:
Claim Your Profiles: Start by listing your brand on as many relevant review sites and platforms as possible. Grab profiles on sites like Clutch.co, G2, and Capterra.
Make a List: Use tools like ChatGPT to pull lists of review sites, SaaS platforms, and top 10 lists. It might take some time, but it’s worth it.
Keep it Updated: Regularly check these platforms to ensure your information is current and you’re on all the relevant lists for your enterprise.
Use HARO, Qwoted, and Similar Platforms: Build authority with quality links to your site. Sign up for platforms like HARO (Help a Reporter Out) and Qwoted to offer your expertise for articles and other features. Being sourced for an article or interviewed for a podcast and other online content sets you up as an industry expert and builds high-quality backlinks to your site.
Be an Industry Voice: Participate in industry discussions, provide quotes, and share insights on platforms that people in your field pay attention to. These activities will also lead to backlinks from reputable sources, boosting your online visibility.
Stay Active on Social Media: Share all your content, mentions, and wins on your social media platforms. Engagement here can boost your visibility.
Keep Branding Consistent: To build a solid online presence, ensure your branding (name, logo, messaging) is the same across all your social platforms.
Create a Wikipedia Page: People and organizations with notable achievements can consider creating a Wikipedia page. When applying, ensure your page is well-cited and follows Wikipedia’s guidelines.
Keep it Updated: Regularly check and update your Wikipedia page to keep it accurate and relevant.
Google My Business: Claim and optimize your Google My Business (GMB) profile. This will help you appear more prominently in Google Searches and connect with customers.
Google Knowledge Panel: Aim for a Google Knowledge Panel by ensuring your brand is recognized and mentioned across reputable sources.
Blog Regularly: Update your blog with high-quality, original content relevant to your industry. This will help with SEO and increase your chances of being indexed.
Create Multimedia Content: Videos, infographics, and other media types are super shareable and can help you get noticed.
Use the Right Keywords: Use relevant keywords in your content, meta descriptions, and image alt texts.
Structured Data: Use schema markup on your site so search engines can better understand your content.
Be Active in Forums: Participate in relevant online forums, Reddit, Quora, and other communities. Offer valuable insights and link back to your content when it makes sense.
Answer Questions: Jump into Q&A platforms where you can position yourself as an expert.
Podcasts: Try to be a guest on industry podcasts. Spoken content is being indexed more and more frequently, so this is a great way to expand your digital footprint.
Webinars: Host or join webinars. They are often recorded and shared, which adds to your online presence.
Monitor with Tools: Use tools like Google Alerts, Mention, and Ahrefs to track where and how your brand appears in online discussions.
Tweak as Needed: Review what’s working and what’s not regularly to keep improving your online presence.
By following these steps, you are setting yourself up to be #1 on ChatGPT and other LLMs. Keep at it; your brand, name, or business will gain traction on the LLMs your consumers use most frequently. Contact us at Cadence for a free LLM SEO strategy consultation, so your brand can land at the top of LLM SEO.
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