1. Introduction
SEO is changing fast. It’s no longer just about getting to the top of Google search results. More people are now using AI tools like ChatGPT, Perplexity, and Bing AI to ask questions, find products, and make decisions. These tools don’t always show websites like Google does. Instead, they give answers directly using content pulled from across the web.
That means if your content isn’t picked up by these AI tools, you might be invisible to a big part of your audience. Traditional SEO is still important, but it’s not enough anymore. You also need to make sure your site is visible to Large Language Models (LLMs) and AI-driven platforms.
This article explains why this shift matters, how it affects your business, and what you can do to stay ahead.
Table of Contents
2. Why SEO is changing
The way people search for information has shifted. It’s no longer just typing a few words into Google and clicking on a list of links. Users now expect quick, clear answers—often without needing to visit a website at all.
AI is Changing Search Behaviour
AI tools like ChatGPT, Gemini, Bing AI, and Perplexity don’t just show a list of results. They give users an answer straight away. These platforms pull information from different websites and combine it into one short reply. If your website content isn’t included in that reply, your visibility drops—no matter how good your Google ranking is.
Google is Changing Too
Even Google is moving in this direction. Their “AI Overviews” feature now appears at the top of some search results. This summary shows a generated answer and links to a few sources—often before any organic results. This means fewer clicks, even for websites that rank #1.
Zero-Click Searches Are Rising
A large number of searches now end without a single click. The answer is already there—on Google, in an AI tool, or even through a voice assistant. This trend will continue. If your site isn’t part of the answer, you’re not part of the search anymore.
People Want Fast, Clear Information
Today’s users are impatient. They don’t want to scroll through long articles or click through ten pages to get what they need. They want answers fast—and AI delivers that. Your content has to meet that demand or risk being left behind.
Search Is Now Multi-Platform
People aren’t only searching on Google. They ask questions on Reddit, look for reviews on YouTube, read summaries from AI tools, and ask for recommendations in chat apps. SEO now includes all these channels. Sticking only to traditional SEO limits your reach.
3. The Rise of AI Overviews and LLM Search
Large Language Models (LLMs) like GPT (used by ChatGPT), Claude, and Gemini are changing how people search for information and make decisions. These models don’t work like traditional search engines. They read and understand millions of pages, then generate direct answers or suggestions using that information.
What Are AI Overviews?
Google has started adding AI-generated summaries at the top of some search results. These are called AI Overviews. They use data from websites to give users a short, clear answer. Under the summary, Google might show a few links, but many users stop reading there.
If your content isn’t used in that AI-generated block, you could be completely skipped—even if your site ranks on page one.
How LLMs Find and Use Content
LLMs scan the web to learn about topics, products, and services. They look for content that is:
• well-structured,
• fact-based,
• clearly written, and
• easy to understand.
If your website fits those points, it has a better chance of being used by these tools. If it’s confusing, full of fluff, or not seen as helpful, it might be ignored.
LLMs Recommend Products and Services
AI tools are not just giving information. They’re recommending what to buy, where to go, and which service to try. People are asking ChatGPT things like:
• “What’s the best real estate agency in Segovia?”
• “What agency helps international students find apartments?”
If your business doesn’t show up in the answer, you’re missing out on qualified traffic.
These Tools Are Becoming Daily Habits
Millions of people now use tools like ChatGPT, Bing AI, or Perplexity instead of Google. Students, business owners, and even shoppers are getting their information directly from AI.
If your SEO strategy doesn’t include these platforms, you’re behind.
4. Why you must optimise for AI Overviews and LLM Searches
If you want people to find your business, your content needs to be used by the tools they rely on. Right now, that includes AI assistants and language models—not just Google. These tools are already answering questions and recommending services. If your content isn’t part of that answer, someone else’s will be.
Visibility in AI = Visibility in Search
LLMs decide what content to show based on how useful, clear, and relevant it is. They don’t care about backlinks or keyword stuffing. They care about content that:
• answers a question directly,
• matches the user’s intent, and
• comes from a source that sounds trustworthy.
If you write in a clear, helpful way, you have a higher chance of being included in the AI’s response.
Being Cited Builds Authority
When AI tools quote or mention your site, they often include a link. Even if users don’t click, this shows that your content is trusted by the system. This kind of exposure builds your online reputation and increases your chance of being included in more AI-generated answers.
AI Drives High-Intent Traffic
Users asking AI tools for help are usually further along in their decision process. They’re not just browsing—they’re ready to act. If an AI tool says your agency is a top choice for student housing in Segovia, that recommendation carries weight.
Your Competitors Are Already Doing It
Businesses that adapt early are already getting picked up by AI systems. Their content is being used in summaries, answers, and recommendations. If you wait too long, your competitors will own that space—and it will be harder to catch up.
5. How to optimise for LLMs and AI Search
Getting picked up by AI tools and LLMs doesn’t happen by chance. You need to write and structure your content so it’s easy to understand, fact-based, and relevant. Below are the key steps to make your site more visible in AI results:
a. Use a Clear Structure
AI tools scan and summarise information. Make that process easy by:
• using headings (H2, H3, etc.),
• breaking content into short sections,
• writing in a Q&A format when possible.
Example: Instead of writing a block of text, format it like:
Q: What’s the best way to find student housing in Segovia?
A: The best way is to use a local agency that works with international students and offers apartments close to IE University.
b. Write Fact-Based, Direct Content
Avoid vague or fluffy writing. LLMs choose content that sounds reliable. To increase your chances:
• give specific facts and numbers,
• use clear examples,
• avoid marketing clichés.
c. Add FAQs and Definitions
LLMs like content that answers common questions. Include a small FAQ section on your service pages or blog posts. Also define key terms—this helps AI link your content to specific topics.
Example:
What is tenant liability insurance in Spain?
It’s optional but often required by landlords. It covers damages caused by the tenant during the rental period.
d. Build Topic Authority
AI models look for trustworthy sources. You can become one by publishing multiple articles on related topics. This helps LLMs understand what your site is about.
If your business focuses on student rentals in Segovia, write about:
• finding rooms near IE University,
• how to set up a bank account in Spain,
• tips for international students renting for the first time.
e. Use Structured Data
Add schema markup to your site. This helps machines read your content better. Common types include:
• FAQPage,
• LocalBusiness,
• Product,
• Article.
Even though LLMs don’t always rely on structured data, it still helps Google and other platforms connect the dots.
f. Optimise for Other Platforms
AI tools often pull data from Reddit, YouTube, Wikipedia, and trusted blogs. Make sure your business is visible across channels:
• Post helpful content in relevant forums,
• Create explainer videos,
• Update your business profile on Google and other directories.
6. Why ignoring this will hurt you
Many businesses are still treating SEO like it’s 2015. They focus only on keywords and backlinks, hoping to reach the top of Google. That might have worked in the past, but it won’t be enough going forward. If you don’t update your strategy now, you will lose visibility where it matters most.
Falling Organic Traffic
As AI summaries and zero-click results increase, fewer people click through to websites—even for top-ranking pages. This means that even if you’re in position #1, your traffic can still drop if you’re not also part of the AI-generated answer.
You’ll Be Left Out of AI Responses
AI tools aren’t just showing web results—they’re giving full answers. If your content isn’t used, users won’t even know your business exists. You’ll miss out on valuable traffic from people who are ready to act.
Competitors Will Take the Lead
Businesses that update their content now will start appearing in AI tools first. They’ll get the clicks, the visibility, and the trust. Once AI tools “learn” to trust their content, it becomes harder for others to break in later.
You Miss Opportunities Beyond Google
Many users are shifting away from Google. They search in tools like ChatGPT, Perplexity, or Bing AI. Some use voice assistants or go directly to platforms like Reddit or YouTube. If your business is missing from those spaces, you’re missing part of the market.
7. What you should do now
If you want to stay visible and stay relevant, you can’t wait. AI is already changing how people search, compare, and decide. The good news is that you don’t need to rebuild everything—you just need to update your strategy.
a. Review and Refresh Your Existing Content
Go through your top pages and blog posts. Ask yourself:
• Does this answer the main question clearly?
• Is the information current?
• Could this be quoted by an AI tool?
Rewrite long, unfocused content. Break it into sections. Add summaries and direct answers.
b. Create Content That Answers Questions
Make sure your site answers the questions your audience is really asking. Think like a user, not like a marketer. Include:
• clear titles and headings,
• short answers with examples,
• FAQ sections.
c. Build Out Topic Clusters
Group related topics together. Don’t just write one article about student housing—cover everything around it:
• moving tips for international students,
• what to expect in Segovia,
• how to deal with Spanish landlords.
This builds trust with AI tools and shows you’re an expert in that topic.
d. Add Structured Data
Use schema to help machines understand your site. If you’re not doing this already, start with:
• LocalBusiness schema for your contact and location info,
• FAQPage for your question-answer content.
This can improve your visibility in both traditional search and AI-generated summaries.
e. Watch How Your Brand Appears in AI Tools
Start testing. Ask ChatGPT or Bing AI questions related to your business:
• Do they mention you?
• Are the answers accurate?
• Can users find a link to your site?
If you don’t show up, that’s your signal to take action.
f. Update Your SEO Strategy to Include AI
This doesn’t mean dropping Google. It means expanding your focus. Traditional SEO still matters, but now it’s part of a bigger picture. AI visibility, voice search, and content quality are all connected.
8. Conclusion
Search has changed. People aren’t just using Google anymore—they’re using AI tools that give answers instantly. These tools don’t follow the old SEO rules. They choose content that’s clear, helpful, and easy to understand.
If your business isn’t part of those answers, you’re missing out. Waiting means falling behind. The businesses that adapt early will be the ones people find, trust, and choose.
Now is the time to update your SEO strategy. Focus on clarity. Answer real questions. Write content that AI tools can use. The goal isn’t just to rank—it’s to be included in the conversation.
🔗 Further Reading and Sources
1. Google’s AI Overviews (Search Generative Experience)
https://blog.google/products/search/generative-ai-google-search-may-2024
Google explains how AI Overviews work and what users can expect.
2. How Google Search Works – Ranking Systems
https://www.google.com/search/howsearchworks/how-search-works/ranking-results
A detailed breakdown of how Google ranks content, including the shift towards helpful, people-first content.
3. OpenAI ChatGPT and Browsing Capabilities
https://help.openai.com/en/articles/6825453-chatgpt-general-faq
Explains how ChatGPT uses browsing (in Plus version) and how it generates responses from web content.
4. Bing AI Search – Microsoft Copilot in Bing
https://blogs.bing.com/search/April-2025/Introducing-Copilot-Search-in-Bing
Microsoft’s announcement on how AI enhances Bing’s search experience and how websites are used in answers.
5. Perplexity AI – About and Features
https://www.perplexity.ai/about
Insight into how Perplexity works, sources information, and gives citations.
6. Backlinko – Zero Click Searches Study
https://backlinko.com/google-ctr-stats
An overview of how fewer searches result in clicks and what this means for SEO.
7. Schema Markup Overview – Schema.org
https://schema.org/docs/gs.html
A quick-start guide for implementing structured data for better machine readability.
