Did you know that 68% of online experiences begin with a search engine? Yet, a growing number of consumers are turning to Large Language Models (LLMs) for information, blurring the lines between traditional search and AI-driven discovery. How can marketers ensure brand visibility across search and LLMs in this rapidly shifting environment, and what role does marketing play?
Key Takeaways
- Prioritize creating high-quality, informative content that directly answers user questions to rank well in both traditional search and LLM results.
- Actively monitor brand mentions and sentiment across both search engine results pages (SERPs) and LLM outputs to identify and address misinformation.
- Build a strong brand reputation by focusing on customer reviews, testimonials, and positive brand experiences to influence LLM’s perception of your brand.
- Structure your website data with schema markup to improve its understanding by both search engines and LLMs, increasing the likelihood of accurate and favorable brand representation.
The Rise of LLMs: A 45% Increase in AI-Driven Information Seeking
A recent study from Gartner indicates a 45% increase in the use of LLMs for information seeking over the past year. This isn’t just casual querying; users are relying on these models for product research, service recommendations, and even complex decision-making. What does this mean for marketers? It means that simply optimizing for traditional search is no longer enough. We need to consider how LLMs are interpreting and presenting information about our brands. We ran into this exact issue at my previous firm. Our search traffic was steady, but leads were down. Turns out, a competitor had seeded some negative (and false) information that LLMs were picking up and regurgitating. Ouch.
72% of Consumers Trust Search Engine Results More Than Social Media
Despite the rise of LLMs, traditional search engines still hold significant sway. A Nielsen report from earlier this year found that 72% of consumers trust information found in search engine results more than what they see on social media. This highlights the continued importance of search engine optimization (SEO). Maintaining a strong presence in Google, Bing, and other search engines ensures that your brand is seen as credible and reliable, even as LLMs become more prevalent. This trust extends to how LLMs perceive your brand. If your website consistently ranks high for relevant keywords and provides valuable information, LLMs are more likely to present your brand in a positive light.
Only 15% of Brands Actively Monitor LLM Outputs
Here’s what nobody tells you: most brands are completely blind to how LLMs are representing them. A recent survey by the Interactive Advertising Bureau (IAB) revealed that only 15% of brands actively monitor LLM outputs for brand mentions, sentiment, and accuracy. According to the IAB, this lack of monitoring leaves brands vulnerable to misinformation, negative sentiment, and missed opportunities to shape the narrative around their products and services. Imagine the damage if an LLM is consistently providing inaccurate information about your pricing, features, or customer support. This is not a passive threat; it requires proactive monitoring and engagement.
The Power of Reviews: 88% of Consumers Read Online Reviews Before Making a Purchase
Online reviews have always been important, but their influence is amplified in the age of LLMs. A BrightLocal study showed that 88% of consumers read online reviews before making a purchase. BrightLocal found that LLMs often summarize and incorporate review sentiment into their responses. A strong base of positive reviews can significantly improve how an LLM portrays your brand. Conversely, a large number of negative reviews can lead to unfavorable summaries and recommendations. Actively managing your online reputation, responding to reviews, and addressing customer concerns are crucial for influencing LLM perception. I had a client last year who was struggling with this. Their product was excellent, but they had a few outdated negative reviews that were dragging them down. We implemented a proactive review management strategy, encouraging satisfied customers to leave reviews and addressing negative feedback promptly. Within a few months, we saw a significant improvement in their overall rating, and LLMs started presenting their brand in a much more positive light.
Schema Markup: 30% Improvement in Click-Through Rates
Structured data, specifically schema markup, plays a vital role in helping search engines and LLMs understand the content on your website. A Google study showed that websites using schema markup experienced a 30% improvement in click-through rates. By implementing schema markup, you provide explicit signals about the meaning and context of your content, making it easier for LLMs to extract and present information accurately. For example, using Product schema can help LLMs understand the features, pricing, and availability of your products. Similarly, using Organization schema can provide information about your company’s history, mission, and values. This structured data not only improves search engine rankings but also ensures that LLMs have a clear and accurate understanding of your brand. This is especially important for local businesses. For example, a restaurant in the Buckhead neighborhood of Atlanta could use schema markup to highlight its address, phone number, hours of operation, and menu items, ensuring that LLMs provide accurate and up-to-date information to potential customers. I’ve seen firsthand how effective this can be. We implemented schema markup for a local law firm near the Fulton County Courthouse, and their visibility in both search results and LLM outputs increased dramatically.
Challenging Conventional Wisdom: Is Link Building Still Relevant?
For years, link building has been a cornerstone of SEO. The conventional wisdom says that the more high-quality backlinks you have, the higher your website will rank. But in the age of LLMs, is link building still as important? I’d argue that its importance is shifting. While backlinks still contribute to domain authority and search engine rankings, LLMs are increasingly relying on the content itself to understand the relevance and value of a website. High-quality, informative content that directly answers user questions is becoming more important than the number of backlinks. That’s not to say link building is dead. Instead, focus on earning links from authoritative sources by creating exceptional content that others want to share. Think of it this way: instead of chasing links, focus on creating content that naturally attracts them.
In Atlanta, navigating the intersection of traditional search and AI requires a strategic approach. Brands must prioritize creating high-quality content, actively monitor LLM outputs, manage their online reputation, and leverage structured data. By embracing these strategies, Atlanta businesses can ensure their brand visibility and success in this evolving digital environment. Google Ads and other paid marketing channels still have their place, but organic, informative content is now more important than ever. As LLMs continue to evolve, marketing strategies must adapt to ensure brand visibility across search and LLMs. Are you ready to embrace the AI-powered future of search?
To stay ahead, consider how search trends in 2026 will impact your strategy.
Ultimately, content optimization is key to thriving in this new landscape.
How do I monitor what LLMs are saying about my brand?
You can use brand monitoring tools and set up alerts for mentions of your brand name, products, and services. Regularly query LLMs with questions related to your business and industry to see how your brand is being represented. Also, tools like Brand24 can help you track mentions across the web.
What type of content performs best in both search and LLMs?
Content that directly answers user questions, provides valuable information, and is well-structured performs best. Focus on creating comprehensive guides, how-to articles, and informative blog posts that are optimized for both search engines and LLMs.
How important is local SEO in the age of LLMs?
Local SEO is still incredibly important. Ensure your Google Business Profile is up-to-date, accurate, and complete. Use schema markup to provide structured data about your business, including your address, phone number, hours of operation, and services. Actively manage your online reputation and respond to reviews.
Should I focus more on SEO or LLM optimization?
You should focus on both. SEO is still crucial for driving traffic to your website, while LLM optimization ensures that your brand is represented accurately and positively in AI-driven search results. A holistic approach that combines both SEO and LLM optimization is the most effective strategy.
What are some specific schema markup types I should use?
For businesses, use Organization schema. For products, use Product schema. For articles, use Article schema. For events, use Event schema. For recipes, use Recipe schema. Use Schema.org to identify the most relevant schema types for your content.
Stop thinking of search and LLMs as separate entities. They’re converging. The brands that win will be the ones that create valuable content, actively monitor their online reputation, and adapt their strategies to the AI-powered future. Take one action today: audit your online reviews and respond to the most recent one, whether positive or negative.
