Ever tried talking to a voice assistant and ended up sounding like a confused Victorian poet? “Alexa, please, perchance could you… oh never mind.”
Well, that’s a little like what happens when your website hasn’t had an LLM (large language model) optimisation makeover. LLMs (the brains behind artificial intelligence or ‘AI’ search engines) are picky. They don’t just want keywords shoved in like stuffing in a Christmas turkey. They want context, structure and content that makes sense to both humans and machines.
The problem is that most websites are still talking “Google 2015” while AI search is listening for “Google 2030.” These new generative search engines don’t just index pages; they understand them. They want to know exactly who you are, what you do and why you’re worth recommending. If your content’s a rambling mess, the AI is more likely to ghost you than feature you.
Another factor you need to consider is that you should always be writing your own content. Sure, AI can help you research, brainstorm and tidy things up, but content churned out entirely by machines is unlikely to win Google’s heart. Search engines reward originality, authority and a clear human voice. If you rely on AI alone, your content risks sounding like it was written by… well, a robot. And funnily enough, that’s exactly what Google doesn’t want to promote.
That’s where a good LLM optimisation checklist comes in handy. Think of it as a translator’s guide for making your site speak fluent AI, without being generated by one itself. You need clear headings, so that the model knows where it’s at. You need content that answers questions before they’re asked. You need to link your ideas together like a well-made sandwich, where every layer adds flavour.
Get this right and suddenly your brand isn’t just in the search results. It’s in the answers. Your name could be the one AI drops into conversation like it’s been mates with you for years.
If you’re ready to stop mumbling at the machines and start speaking their language, we can help. Get in touch with the team today, or watch this video* to discover more about boosting your visibility in search.
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