LLMs & Search: Adapt Your Brand or Be Forgotten

Did you know that 68% of online experiences begin with a search engine? That’s an enormous opportunity – and a potential pitfall if your brand isn’t visible. But what happens when those searches happen not on Google, but within a Large Language Model? Understanding and brand visibility across search and LLMs is no longer optional; it’s the bedrock of future-proof marketing. Are you ready to adapt or be left behind?

Data Point 1: Search Engines Still Dominate, For Now

Despite the hype around AI, traditional search engines aren’t going anywhere fast. A recent study by Nielsen [Nielsen](https://www.nielsen.com/insights/) found that 68% of online journeys still originate on a search engine like Google or DuckDuckGo. This means organic search remains a critical channel for driving traffic and building brand awareness. Think about it: when you need to find a local plumber in Buckhead or research the best brunch spot near the intersection of Lenox and Peachtree, where do you go? Probably Google.

What does this mean for your marketing strategy? It means SEO fundamentals still matter. You absolutely must have a website that’s technically sound, mobile-friendly, and packed with high-quality, relevant content. Ignore the basics, and you’re sunk. Don’t skimp on keyword research, either. Use tools like Semrush or Ahrefs (both Semrush and Ahrefs are great) to identify the terms your target audience is using, and then create content that answers their questions and solves their problems.

Data Point 2: The Rise of the LLM-Powered “Answer Engine”

Here’s where things get interesting. LLMs like Gemini and Claude are rapidly evolving from simple chatbots into powerful “answer engines.” Instead of just providing a list of links, they synthesize information from across the web and deliver a concise, conversational answer. According to a report by eMarketer [eMarketer](https://www.emarketer.com/), 42% of US adults have used an LLM for information seeking at least once. That number is only going to grow.

This shift has profound implications for and brand visibility across search and LLMs. If an LLM can answer a user’s question directly, they may never even click through to your website. So, how do you ensure your brand is represented accurately and favorably in these AI-generated responses? The answer is complex, but it starts with understanding how LLMs are trained and how they source their information. It’s not enough to simply rank well in traditional search; you need to optimize your content for AI consumption.

Data Point 3: Content Quality is More Important Than Ever

Conventional wisdom says “content is king.” That’s truer now than ever. LLMs are trained on massive datasets of text and code, and they’re getting increasingly good at identifying high-quality, authoritative content. A recent Google AI blog post highlighted the importance of “helpful content” for ranking well in both traditional search and LLM-generated summaries. They emphasize that content should be original, well-researched, and focused on providing value to the user.

What does “helpful content” look like in practice? It’s content that answers a user’s question completely and accurately. It’s content that’s easy to read and understand. And it’s content that’s backed up by credible sources. I had a client last year who ran a law firm specializing in workers’ compensation cases in Georgia. They were struggling to rank for relevant search terms like “workers comp lawyer Atlanta.” We completely revamped their website content, focusing on providing detailed information about Georgia’s workers’ compensation laws (O.C.G.A. Section 34-9-1), the process for filing a claim with the State Board of Workers’ Compensation, and common legal issues that arise in these cases. We also included case studies and testimonials from satisfied clients. Within three months, their organic traffic had increased by 75%, and they were consistently appearing in the top search results. The key? Creating content that was genuinely helpful to people seeking legal assistance.

Data Point 4: Structured Data is Your Secret Weapon

Here’s what nobody tells you: structured data is the unsung hero of the AI era. Structured data, also known as schema markup, is a way of adding code to your website that helps search engines (and LLMs) understand the meaning of your content. By using schema markup, you can tell Google and other platforms exactly what your content is about, what entities it mentions, and what relationships exist between those entities. Think of it as providing a detailed roadmap for AI crawlers.

For example, if you’re writing a blog post about a specific product, you can use schema markup to identify the product name, its price, its availability, and its key features. This information can then be used by LLMs to generate more accurate and informative summaries. Google’s Structured Data documentation provides a comprehensive overview of the different types of schema markup available and how to implement them. Don’t be intimidated by the technical jargon; there are plenty of tools and plugins that can help you get started. We use Yoast SEO (Yoast SEO) for most of our clients – the premium version makes schema implementation a breeze.

Challenging the Conventional Wisdom: “Just Create More Content”

The conventional wisdom in the marketing world is often “just create more content.” While content quantity is important, it’s not the only factor. In fact, churning out low-quality, generic content can actually hurt your and brand visibility across search and LLMs. LLMs are getting increasingly good at identifying “thin” content that doesn’t provide real value to the user. They’re also penalizing websites that are overly aggressive with their keyword usage or that engage in other black-hat SEO tactics. A HubSpot study [HubSpot](https://www.hubspot.com/marketing-statistics) found that websites with high-quality, in-depth content tend to rank higher in search results and generate more leads than websites with a large volume of low-quality content.

I disagree with the idea that more is always better. Instead, focus on creating fewer pieces of content that are truly exceptional. Invest the time and resources to research your target audience, understand their needs, and create content that answers their questions in a comprehensive and engaging way. Don’t be afraid to be opinionated, to share your expertise, and to add your own unique voice to the conversation. And don’t forget to optimize your content for AI consumption by using structured data and other techniques.

Protecting Your Brand Reputation in the Age of AI

One of the biggest challenges of the AI era is protecting your brand reputation. LLMs are trained on vast datasets of information, and they can sometimes generate inaccurate or biased responses. If an LLM is providing misinformation about your products or services, or if it’s associating your brand with negative sentiment, it can have a devastating impact on your reputation. We ran into this exact issue at my previous firm. A client in the healthcare industry discovered that Gemini was incorrectly stating the side effects of one of their medications. We immediately contacted Google and provided them with accurate information, but it took several weeks for the issue to be resolved. In the meantime, the client’s online reputation suffered.

To protect your brand, you need to actively monitor LLM outputs related to your products and services. Use brand monitoring tools like Mention or Brandwatch (Brandwatch) to track mentions of your brand across the web, including in AI-generated content. If you find any inaccuracies or negative sentiment, take immediate action to correct the record. Contact the platform provider and provide them with accurate information. Engage in online conversations and address any concerns or criticisms that are being raised. By being proactive and responsive, you can mitigate the risks and protect your brand reputation in the age of AI. Consider how AEO can unlock new audiences in the process.

The future of marketing hinges on understanding how search and LLMs interact. Don’t just optimize for keywords; optimize for understanding. The brands that prioritize quality, accuracy, and user experience will not only survive, but thrive.

Furthermore, understanding search trends can inform your strategy, helping you anticipate user needs and adapt your content accordingly.

Also, remember that content strategy is crucial for success in this evolving landscape.

The integration of LLMs into search changes everything. Start by auditing your existing content for accuracy and relevance. Then, invest in structured data markup. Finally, monitor your brand mentions across all platforms, including these new AI-powered interfaces. This is no longer optional, it’s essential for future success.