LLM SEO: How is SEO changing in the GPT era
In recent years, SEO has started to change.
Optimizing pages for Google or strategically inserting keywords is no longer enough: Large Language Models (LLMs) like GPT, Gemini, and Claude have introduced a new way to read, interpret, and use content.
This means content creators today need to think not only about human readers but also about how these models understand the information.
LLM SEO addresses this challenge: an integrated approach where clear, structured, and reliable content becomes central to gaining visibility and authority.
Why LLM SEO is more than just a buzzword
Many treat LLM SEO as a trendy term. In reality, it’s far more concrete.
It’s not about writing “for AI” or repeating keywords randomly. It’s a strategic approach that focuses on quality, completeness, and citability.
LLMs don’t judge a page solely on its SERP position: they evaluate context, entities, and sources.
Understanding this logic now allows you to position yourself as a reference point before competitors catch up.
How Large Language Models read content
To understand LLM SEO, we need to look at how language models process content.
They don’t read pages the way Google does. Instead, they follow a more sophisticated approach:
- They gather information from reliable and authoritative sources, selecting what is most relevant.
- They analyze entities, relationships, and context, linking concepts to build meaning.
- They generate concise and contextualized outputs, based on the most complete information available.
This makes content that is clear, well-structured, and easily cited much more effective, as it can be correctly interpreted and reused by the models.
LLM SEO vs Traditional SEO
The shift from traditional SEO to LLM-focused SEO is not a mere technical update; it’s a genuine paradigm shift.
It’s not just about adding a few keywords or restructuring content: it requires rethinking how texts are read and interpreted by language models.
Each piece of content must be clear, citable, and semantically coherent to be relevant both to users and Large Language Models.
The table shows how ranking logic shifts from keyword usage to semantic relevance, from link quantity to citation quality, and from simple text structure to informational completeness.
Where LLMs source their information
LLMs build their understanding by pulling from structured, authoritative sources.
Publishing generic or superficial content is not enough; content must be clear, coherent, and citable.
Key sources include:
- Content from authoritative and editorial websites.
- Well-structured text, where main points are easily interpretable.
- Verified and consistent material, up-to-date with the context.
Ignoring these principles risks having your content overlooked by models, even if it ranks well in traditional SEO.
How to Approach LLM SEO (Dos and Don’ts)
Tackling LLM SEO means integrating new approaches with traditional SEO without completely overhauling your strategy.
The best approach combines clear actions and pitfalls to avoid. Structure content with FAQs, tables, and glossaries, write text that is concise, clear, and citable, and build brand authority signals.
At the same time, avoid old-school keyword stuffing, generic guides with little real value, and content designed solely to “please the AI” without context or reliable sources.
In short, the goal is to create content that is readable, complete, and trustworthy (useful to users and easily interpreted by LLMs) allowing you to gain visibility, relevance, and authority.
Looking Ahead with LLM SEO
LLM SEO is not a passing trend: it’s a new lens for viewing content and digital strategy.
Adopting this approach today lays the groundwork for visibility and authority tomorrow, not just in SERPs, but also in contexts where LLMs generate answers and summarize information.
The aim is not to replace traditional SEO but to enhance and intelligently integrate it, creating content that is useful to users and understandable by models, ready to withstand the evolving web of the coming years.
Giovanni Coppola
