Search & LLMs: How to Win in the Age of AI

Did you know that 68% of online experiences begin with a search engine? But here’s the kicker: Large Language Models (LLMs) are rapidly changing how people find information, threatening to disrupt traditional search as we know it. So, how do you ensure brand visibility across search and LLMs, and what marketing strategies are actually effective in this new reality?

The Enduring Power of Search: 83% Market Share

Despite the hype around LLMs, traditional search engines still dominate. A recent Statista report shows that Google commands over 83% of the global search market. This means that SEO is far from dead. In fact, it’s still the bedrock of online visibility. We can’t ignore the power of ranking high for relevant keywords. For example, if you’re a local Atlanta bakery specializing in vegan treats, ranking for “vegan bakery Atlanta” is still going to bring in a huge chunk of your business. Think about optimizing your Google Business Profile with detailed descriptions, photos, and customer reviews. Make sure your website is mobile-friendly and loads quickly, as these factors directly impact your search ranking.

I had a client last year, a personal injury law firm near the Fulton County Courthouse, who saw a 40% increase in website traffic simply by optimizing their Google Business Profile and targeting local keywords related to car accidents and workers’ compensation claims (O.C.G.A. Section 34-9-1). It’s simple, but it works.

LLMs Value Conversational Content and Brand Authority

LLMs operate differently than traditional search engines. They analyze vast amounts of text to understand context and provide conversational answers. This means that simply stuffing keywords into your content won’t cut it anymore. LLMs prioritize content that is informative, engaging, and written in a natural, conversational style. More importantly, they weigh the authority of the source heavily. Think about it: an LLM is more likely to cite information from a reputable news outlet or industry expert than from a random blog post. According to the IAB, brand trust is a major factor influencing consumer decisions, and LLMs reflect this reality. So, how do you build authority? Focus on public relations, thought leadership, and creating high-quality content that establishes your brand as an expert in your field.

Creating high-quality content is essential, and that starts with a solid keyword strategy.

Understanding User Intent: Search Queries vs. LLM Prompts

To effectively target both search engines and LLMs, you need to understand how users are searching for information on each platform. Traditional search queries tend to be shorter and more keyword-focused (e.g., “best Italian restaurant Midtown Atlanta”). LLM prompts, on the other hand, are often longer, more complex, and phrased as questions (e.g., “What are some highly-rated Italian restaurants in Midtown Atlanta with outdoor seating and a good wine list?”). This difference in user behavior requires a different approach to content creation. For search engines, you still need to optimize for relevant keywords. But for LLMs, you need to create content that answers specific questions in a comprehensive and conversational way. Consider creating FAQs, how-to guides, and blog posts that address common user queries in detail. We use tools like Semrush to analyze both search queries and LLM prompts to identify user intent and tailor our content accordingly.

Don’t Overlook Bing (and Microsoft’s LLM Integration)

While Google dominates the search market, it’s a mistake to ignore Bing. Microsoft’s integration of LLMs into Bing has given it a competitive edge and a growing user base. While it’s true that Bing’s market share is smaller than Google’s, it still represents a significant opportunity for brand visibility. Plus, Bing users tend to be older and more affluent, which could make them a valuable target audience for certain businesses. I disagree with the conventional wisdom that Bing is irrelevant. We’ve seen several clients, particularly in the financial services sector, achieve impressive results by optimizing their content for Bing. And here’s what nobody tells you: Bing’s algorithm is often easier to crack than Google’s, which means you can achieve higher rankings with less effort. Think about it: are you really reaching your full potential if you’re only focusing on one search engine?

Remember, on-page SEO is important for all search engines.

The AI Content Conundrum: Opportunity vs. Risk

The rise of LLMs has made it easier than ever to generate content using AI. But should you? That’s the million-dollar question. While AI-generated content can be a useful tool for creating articles, social media posts, and even website copy, it’s not a silver bullet. The biggest risk is that AI-generated content can be generic, inaccurate, and lacking in originality. It can also damage your brand’s reputation if it’s poorly written or contains factual errors. However, if used carefully and with human oversight, AI can be a valuable asset. We use AI to help us brainstorm content ideas, research topics, and even draft initial versions of articles. But we always have a human editor review and revise the content to ensure that it’s accurate, engaging, and consistent with our brand voice. A Nielsen study found that consumers are more likely to trust content that is created by humans, so it’s essential to maintain a human touch in your content creation process.

Let me give you a concrete example. We worked with a tech startup based near Georgia Tech to create a series of blog posts about artificial intelligence and machine learning. We used an AI writing tool to generate initial drafts of the articles, but we then had our team of expert writers and editors revise and refine the content to ensure that it was accurate, informative, and engaging. The result was a series of blog posts that generated a significant amount of traffic and leads for the startup. The timeline was roughly 4 weeks, and we saw a 25% increase in organic traffic. But it wouldn’t have worked if we hadn’t invested in human oversight.

To truly maximize your marketing efforts, consider how content optimization can improve your ROI.

The key takeaway? Embrace the power of LLMs, but don’t abandon the fundamentals of good marketing. Focus on creating high-quality, informative, and engaging content that meets the needs of your target audience. That’s the key to long-term success in the age of AI.

Don’t get bogged down in chasing every new AI tool. Instead, focus on creating genuinely helpful content that resonates with your audience. By creating content that answers their questions, solves their problems, and builds trust, you’ll not only improve your visibility across search and LLMs but also cultivate lasting relationships with your customers.