How LLMs are reshaping SEO. Smart content strategies for the age of AI

ilustracja: DALL-E

These AI tools don’t just point users to a list of websites. They craft their own, fully-formed answers - often blending pieces of existing knowledge without referencing the original sources at all. Instead of acting as simple intermediaries between the user and the web, large language models are becoming gatekeepers of information.

According to Zachariasz Kijak, a recognized expert in digital marketing from Verseo agency, understanding this new ecosystem isn’t just helpful - it’s crucial for survival. Without adapting to the way LLMs operate, even the best and most authoritative websites risk fading into invisibility.

Mr. Kijak has published an in-depth article on this topic in the Polish edition of Reporterzy.info, shedding light on the growing need for a new kind of content strategy designed specifically for AI-driven platforms.

What changes with LLMs? Not just the tools, but the rules

LLMs have fundamentally changed how information is accessed online. Instead of simply matching keywords, these models:

• Understand context and user intent.
• Generate comprehensive, human-like answers.
• Bypass the traditional click-and-search model by providing instant responses.
• Rarely cite sources unless specifically designed to do so during a research process.

As Zachariasz Kijak points out, this means businesses and content creators can no longer rely solely on traditional keyword strategies. The focus must shift to creating valuable, expert-level content that anticipates user needs.

SEO in the age of AI. Keywords alone are not enough

Trying to "rank" within AI-generated answers requires a fundamentally different approach. Simply inserting strategic phrases won’t do the trick anymore. Success in AI-oriented SEO now depends on demonstrating real, practical expertise that artificial intelligence can recognize as genuinely valuable. Content must offer original insights or unique data - something that isn’t already embedded in the model’s training set. Addressing not just what the user asks, but why they are asking, has become critical. Semantic richness, the depth of understanding reflected in the content, now matters more than ever.


Moreover, comprehensive coverage of related topics and sub-questions within a single piece strengthens its usefulness for both AI and human readers. Equally important is clear, logical structure: well-organized articles are easier to process, reference, and quote. In short, optimizing for AI is no longer about keyword density or tricks - it`s about creating meaning, context, and trust in every paragraph.

How to increase your visibility in LLM responses

Since many LLMs are starting to include real-time research capabilities (as seen with Anthropic’s Claude, currently testing this feature for premium users), there’s a growing opportunity to get cited - but only if your content stands out. Kijak highlights several critical strategies:

• Answer specific, niche questions: Focus on topics so detailed that the LLM may need fresh, external data.
• Publish fresh, updated information: Regular updates increase the chances that an AI will pull your content.
• Enhance credibility: Clearly showcase author expertise, trustworthy sources, and transparent information.
• Use natural language: Write in a conversational yet informative style, mimicking how people actually communicate.
• Focus on EEAT (Experience, Expertise, Authority, Trust): Build content that radiates reliability and depth.

Imagine someone asking whether the Samsung Galaxy Tab S10 Ultra can smoothly run "GTA: San Andreas." That’s a level of specificity where an AI might seek a recent article - and if your site has the answer, you might just land a spot in the response.

LLM optimization. A new frontier for smart marketers

Adapting to the LLM landscape is not just a challenge; it’s an opportunity. Companies that learn how to align their content strategies with AI behavior will gain a competitive edge - not only in traditional search engines but also in the emerging world of AI-driven discovery.

As Zachariasz Kijak from Verseo sums it up, those who create human-centered, expert-driven, semantically rich content are the ones most likely to win the AI SEO game. The era of lazy keyword stuffing is officially over. Welcome to the age of strategic storytelling - crafted for humans, recognized by machines.