Getting your brand noticed used to be about mastering search engine results pages (SERPs). Now, you also need to consider how your brand appears in the responses generated by large language models (LLMs). Mastering marketing strategies for and brand visibility across search and LLMs is no longer optional, it’s essential. Are you ready to future-proof your brand’s presence?
Key Takeaways
- Implement schema markup on your website to improve search engine understanding and LLM data extraction.
- Create concise, factual content that LLMs can easily summarize and incorporate into their responses; aim for a grade 8 reading level.
- Actively monitor brand mentions in search results and LLM outputs to identify and address any inaccuracies or misrepresentations.
I remember when Sarah, the marketing director at a local Atlanta bakery called Sweet Stack, came to me last year, practically pulling her hair out. Sweet Stack had been a neighborhood favorite for years, known for its custom cakes and delicious cookies. They had a solid local SEO strategy, ranking well for terms like “best cakes Atlanta” and “cookie delivery Buckhead.” But recently, they’d noticed a dip in website traffic and a slowdown in orders.
“I just don’t get it,” Sarah said. “We’re still getting good reviews, our social media is active, but people aren’t finding us like they used to.”
The problem? LLMs. People were increasingly using LLMs to ask questions like “Where can I get a birthday cake near me with gluten-free options?” While Sweet Stack offered gluten-free options, their website wasn’t structured in a way that LLMs could easily extract that information. As a result, Sweet Stack wasn’t being recommended as often as competitors who had better optimized their online presence for LLMs.
This is the new reality for businesses. It’s no longer enough to just rank high in search results. You need to ensure that LLMs can accurately understand and represent your brand.
So, where do you start?
First, let’s talk about schema markup. This is code you add to your website that helps search engines (and LLMs) understand the content on your pages. Think of it as adding labels to your website’s information. According to Google Search Central documentation, implementing schema markup can improve how your site is displayed in search results and increase its chances of being included in LLM responses. You can also read a beginner’s guide to structured data to learn more.
For Sweet Stack, we implemented schema markup for their product pages, specifying details like ingredients, dietary restrictions (gluten-free, vegan), price, and delivery options. We also added schema for their local business information, including address, phone number, hours of operation, and customer reviews.
But schema markup is just the first step. You also need to focus on creating content that is clear, concise, and factual. LLMs are trained on massive amounts of data, and they tend to favor information that is easy to understand and verify.
A Nielsen Norman Group study found that users spend an average of 51 seconds on a website page. LLMs don’t have much more patience.
That means avoiding jargon, using simple language, and getting straight to the point. For Sweet Stack, we rewrote their website copy to be more focused on the key information that customers (and LLMs) were looking for. We also created a detailed FAQ page addressing common questions about their products and services.
Here’s what nobody tells you: LLMs often struggle with nuanced or subjective information. If you want your brand to be accurately represented, you need to provide clear, objective facts.
Another crucial aspect of marketing in the age of LLMs is brand monitoring. You need to actively monitor search results and LLM outputs to see how your brand is being represented. Are there any inaccuracies or misrepresentations? Are your competitors being favored over you? This is a key part of dominating your niche in ’26.
There are several tools you can use for brand monitoring, including BrandMentions and Mention. These tools allow you to track mentions of your brand across the web, including in search results and on social media.
I had a client last year, a personal injury law firm, that discovered an LLM was incorrectly stating that they only handled car accident cases, when in reality, they also specialized in slip and fall and workers’ compensation claims. By actively monitoring LLM outputs, they were able to identify this inaccuracy and take steps to correct it.
For Sweet Stack, we set up alerts to track mentions of their brand name, as well as related keywords like “Atlanta cakes” and “gluten-free bakery.” This allowed us to identify any inaccuracies or misrepresentations and take steps to correct them. We also started tracking which competitors were being recommended by LLMs and analyzing their websites to see what they were doing differently.
One of the biggest challenges of marketing for LLMs is that the technology is constantly evolving. What works today may not work tomorrow. That’s why it’s important to stay up-to-date on the latest trends and best practices. We need to future-proof SEO for these tech changes.
According to a 2026 IAB report, marketers are expected to spend 35% of their budget on AI-powered marketing tools.
We ran into this exact issue at my previous firm. We had developed a comprehensive SEO strategy for a client based on the best practices of 2024. But when Google rolled out its new LLM-powered search algorithm in early 2025, our client’s rankings plummeted. We had to completely overhaul our strategy to adapt to the new algorithm.
One of the most effective tactics we found was to focus on creating high-quality, original content that answered specific user questions. We also made sure to optimize our website for mobile devices and improve its overall user experience.
Remember Sarah from Sweet Stack? After implementing these strategies – schema markup, clear content, and brand monitoring – they saw a significant improvement in their online visibility. Their website traffic increased by 20% within three months, and they started receiving more orders from customers who had found them through LLM recommendations.
It wasn’t an overnight success, but it demonstrated the importance of adapting to the changing marketing landscape. It’s a marathon, not a sprint.
Marketing and brand visibility across search and LLMs is a complex and ongoing process. But by focusing on creating high-quality content, optimizing your website for search engines and LLMs, and actively monitoring your brand reputation, you can ensure that your business stays relevant and visible in the age of AI. As AI search continues to evolve, staying informed is key.
Conclusion
The future of marketing isn’t just about keywords and backlinks; it’s about understanding how AI interprets and presents your brand. Start by auditing your website’s content and schema markup today – that’s the single most impactful action you can take right now.
What is the difference between SEO and LLM optimization?
SEO focuses on optimizing your website to rank higher in search engine results pages. LLM optimization focuses on ensuring that LLMs can accurately understand and represent your brand in their responses. While there is some overlap, LLM optimization requires a more nuanced approach to content creation and brand monitoring.
How can I track brand mentions in LLM outputs?
You can use brand monitoring tools like BrandMentions or Mention to track mentions of your brand name and related keywords across the web, including in search results and on social media. You can also manually search for your brand name in LLM outputs to see how it is being represented.
What type of content is best for LLM optimization?
The best type of content for LLM optimization is clear, concise, and factual. Avoid jargon, use simple language, and get straight to the point. Focus on providing objective information that LLMs can easily understand and verify.
How important is schema markup for LLM optimization?
Schema markup is very important for LLM optimization. It helps search engines and LLMs understand the content on your pages, making it more likely that your brand will be accurately represented in their responses.
Is LLM optimization a one-time task or an ongoing process?
LLM optimization is an ongoing process. The technology is constantly evolving, so it’s important to stay up-to-date on the latest trends and best practices. You should also actively monitor your brand reputation and make adjustments to your strategy as needed.
