Achieving and brand visibility across search and LLMs is the new frontier for effective marketing. But how can businesses ensure their message isn’t just heard, but understood and remembered in a world saturated with AI-generated content? Is it even possible to stand out in the age of large language models?
Key Takeaways
- Implement structured data markup on your website to help search engines and LLMs understand your content better.
- Create content that directly addresses user questions to capture featured snippets and voice search results, and ensures that LLMs can easily parse and summarize your information.
- Focus on building a strong brand reputation through consistent, high-quality content and engagement to increase trust signals for both search engines and LLMs.
Let me tell you about Sarah, owner of “Sarah’s Soaps,” a small, artisan soap business in Decatur. Sarah was struggling. She had beautiful, handmade soaps, a charming storefront on Clairemont Avenue, and a loyal local customer base. But online? Crickets. Her website, built in 2023, was getting buried in search results, and Sarah felt completely lost trying to understand how these new AI search tools worked. She knew she needed to up her marketing game, but didn’t know where to start.
Her initial attempts at SEO were, frankly, a mess. She’d stuffed keywords into her product descriptions (“lavender soap best price Atlanta organic”), hoping to game the system. Needless to say, it didn’t work. In fact, it likely hurt her, as Google’s algorithms have become increasingly sophisticated at detecting keyword stuffing. According to a recent Nielsen study, 64% of consumers trust search engines, so appearing high in search results is critical.
I first met Sarah at a small business workshop in Atlanta. She was clearly frustrated. “It feels like the rules keep changing,” she lamented. “I can’t keep up with all this AI stuff.”
Sarah’s problem wasn’t unique. Many small businesses are struggling to adapt to the rise of LLMs and their impact on search. The old SEO tactics simply aren’t as effective as they once were. What worked in 2023 is practically ancient history now.
One of the first things I suggested to Sarah was to focus on structured data markup. This is code you add to your website that helps search engines and LLMs understand the context of your content. Think of it as providing a detailed blueprint for your website. For example, using schema.org markup to identify product names, prices, and reviews can significantly improve how your soaps are displayed in search results and how LLMs interpret your product information. Google provides a Structured Data Markup Helper, which is a great place to start.
I had a client last year, a local bakery in Roswell, who saw a 30% increase in website traffic after implementing structured data markup. It’s not a magic bullet, but it’s a foundational element for modern SEO.
Next, we tackled her content strategy. Instead of focusing on generic keywords, we shifted to answering specific questions her customers were asking. We analyzed her customer emails and social media interactions to identify common queries. For example, instead of just saying “natural soap,” we created content around questions like “What are the benefits of using natural soap for dry skin?” or “Where can I find locally made, organic soap in Atlanta?”
This approach not only improved her search rankings for relevant queries but also made her content more valuable to potential customers. It also helps LLMs understand the intent behind her content, making it more likely to be included in AI-powered search results. To really understand this, consider how to create smarter content that wins in the age of user intent.
We also focused on building her brand reputation. This meant creating high-quality, informative content that showcased her expertise in soapmaking. We encouraged her to participate in local events and build relationships with other businesses in the community. We even helped her get featured in a local blog about Atlanta’s best artisan shops.
Why is brand reputation so important? Because search engines and LLMs are increasingly relying on trust signals to determine the quality and reliability of information. A strong brand reputation signals to these systems that your content is trustworthy and authoritative. According to a 2025 IAB report on brand trust [IAB report](https://iab.com/insights/), consumers are 74% more likely to purchase from a brand they trust.
Here’s what nobody tells you: building a strong brand takes time and effort. There are no shortcuts. But the long-term benefits are well worth the investment.
We ran into a snag when Sarah’s competitor started using AI to generate product descriptions. Their descriptions were bland and generic, but they were flooding the market with content. Sarah was worried that she couldn’t compete.
This is where quality and authenticity come into play. While AI can generate content quickly, it often lacks the nuance and personality that comes from human experience. We doubled down on creating unique, engaging content that showcased Sarah’s passion for soapmaking. We included behind-the-scenes videos of her making soap, customer testimonials, and stories about the inspiration behind her products. It’s also important to debunk some marketing myths for smarter discoverability.
The results were impressive. Within six months, Sarah’s website traffic had increased by 50%. Her online sales had doubled. And she was even getting inquiries from retailers outside of Atlanta who were interested in carrying her soaps.
But the biggest win was that Sarah felt empowered. She had a clear understanding of how search and LLMs worked, and she was confident in her ability to adapt to future changes. That’s the real power of understanding these systems – not just to get more traffic, but to build a sustainable, resilient business.
Now, let’s be clear: there’s no silver bullet. But by focusing on structured data, question-driven content, and brand reputation, you can significantly improve your and brand visibility across search and LLMs. Think of it as building a strong foundation for your online presence.
One final piece of advice: don’t be afraid to experiment. The world of search and AI is constantly evolving, so it’s important to stay curious and try new things. What works for one business may not work for another. The key is to find what works for you and to keep learning. If you’re in Atlanta, be sure to focus on Atlanta SEO to make your website visible.
Is it hard work? Absolutely. Is it worth it? Every single time.
Ultimately, Sarah’s success wasn’t about chasing the latest SEO trends. It was about building a genuine connection with her customers and providing them with valuable information. And that, my friends, is a strategy that will never go out of style.
Focus on providing value to your audience, and your brand will shine through, no matter what the algorithm throws your way.
What is structured data markup and why is it important?
Structured data markup is code you add to your website to help search engines and LLMs understand the context of your content. It’s important because it improves how your content is displayed in search results and how LLMs interpret your information, leading to better visibility.
How can I create content that is optimized for both search engines and LLMs?
Focus on answering specific questions that your target audience is asking. This not only improves your search rankings for relevant queries but also makes your content more valuable and easier for LLMs to understand.
How important is brand reputation for SEO and LLM visibility?
Brand reputation is increasingly important. Search engines and LLMs rely on trust signals to determine the quality and reliability of information. A strong brand reputation signals that your content is trustworthy and authoritative, boosting your visibility.
What if my competitors are using AI to generate content?
Focus on creating unique, engaging content that showcases your expertise and personality. While AI can generate content quickly, it often lacks the nuance and authenticity that comes from human experience.
How often should I update my SEO strategy?
The world of search and AI is constantly evolving, so it’s important to stay curious and experiment with new strategies. Regularly review your performance and adapt your approach as needed.
