Large language models (LLMs) like ChatGPT, Gemini and Perplexity are fast becoming the first place people “look you up”.
They summarise reviews, websites and articles into one neat answer, often without anyone clicking through to your site.
In this world, the real question is becoming not “How many people are visiting my site?” but “What is AI actually saying about us?”
From clicks to citations
Traditional SEO (search engine optimisation) chases rankings and traffic. LLM optimisation (also called GEO, which stands for generative engine optimisation, or AEO, meaning answer engine optimisation) focuses on getting mentioned and cited inside AI (artificial intelligence) answers.
The goal is simple. When someone asks, “Who is the best [insert your service here] provider in the UK?”, you want your brand to appear in the AI Overviews answer at the top of the page, not on page three of the search results.
Think of an LLM as the chatty friend who recommends suppliers. It will not invent your story from scratch – it repeats what it can find, understand and trust.
Make your site legible to LLMs
The first job is to treat your website like a data source for AI, not just a brochure for humans. Here are some practical basics:
Let the bots in
Check robots.txt and security tools are not blocking legitimate crawlers. If AI cannot see a page, it definitely cannot cite it.
Refresh key pages
Out-of-date service and pricing pages lead to out-of-date answers. If your About page still talks about “our new service launching in 2019”, expect LLMs to do the same.
Structure your content
Clear headings, short paragraphs and FAQs written as real questions make it easier for models to lift clean, accurate snippets. Think “helpful briefing notes”, not “mystery novel”.
Back up your story off-site
LLMs lean heavily on third-party sources when deciding who to trust. You boost authenticity when:
• Industry press, podcasts and review sites describe your business
• You show up in comparison pieces and “best of” lists
• Your leadership team is quoted as experts, not just salespeople
If the only place your positioning exists is your own homepage, you are relying on AI to take your word for it. That rarely ends well.
What do the robots say today?
You do not need fancy tools to start. Ask a few LLMs:
• “Who is [your brand] and what do they do?”
• “Who are the best companies for [your service] in the UK?”
Look for three things:
1. Inclusion: Do you appear at all?
2. Accuracy: Are the “facts” right?
3. Framing: Do you sound like the business you actually are?
If the answers feel off, your content and signals need work.
If you want LLMs to describe your brand the way you do, you need a plan, not hope. Get in touch with Engage Web to talk about AI SEO and LLM optimisation that actually reflects who you are.
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