Shoppers will be asking questions relating to want your company can offer.

Marketing companies often refer to this as the brand offering.

We simply help your business to be cited more often, offering advice, answering questions, and suggesting products in the LLM’s.

Good GEO or LLM optimisation is basically the same as implementing good SEO. There does have to be a few changes, for example:

Semantic SEO or “entity building” is important

Strong links are important

Having a lot of helpful content answering FAQ is important

Having strong organic rankings, so that the LLM’s can read those pages is important

Good SEO lends itself to making your business more visible in the LLM’s or “large language models”. Therefore, we always advice clients, concentrate on gaining higher rankings in Google and say Bing first.

Then when your SEO is exceptionally good, then this then lends itself naturally to your business being mentioned in the LLMs. This means if you want your company to appear in Google AI Mode, ChatGPT, Claude, Microsoft’s Copilot and Grok then good quality SEO should be implemented first. Think content marketing with high EEAT score.

Increasingly customers are using AI models to research medium to high value products.

The reason being is the “query fan out technique”.

Which means shoppers are having actual conversations with the AI. This is similar to how you would interact with say a sales assistant. The query fan our technique is used, because the customer is being prompted whether they want further advice.

Which means buying on AI platforms, such as ChatGpt is more conversational.

Many agencies therefore say that the questions asked are typically much longer. There is also the augment that there is greater conversion rate, simply because the customer is asking so many questions before they make a purchase. Therefore, arguably they are better informed about product or service, therefore more likely to buy.

Shoppers therefore often use AI platforms, such as Grok or Perplexity to review and compare products.

Perhaps asking further questions, helping them to whittle down the selection to the product they want.

Through effective use of content marketing and also improving companies authority we can help improve LLM and AI visibility. Often this service is also reffered to as LLM optimisation, or Large Language Model optimisation. The marketing goal is always the same: to get your business cited in AI platforms like ChatGPT.

A lot of digital marketing companies are stating that GEO and AEO are new fangled methods of marketing. Although the terminology is new, the process of making a business more visible is not. The LLM’s work in much the same way as Google- that is they want to supply the best answer.

Now, how they arrive at that answer will be different, however the idea remain the same. That is the LLM’s want to extract the best possible answer, to supply that to their customers. This is the same in terms of how Google works, is that they want to rank pages at the top that supply the best answer.

Therefore, from this, we can make the following conclusions:

• The content marketing needs to be top quality if it is to be cited by the LLMs
• The business needs to build an authoritative and respected brand
• Backlinks, and business mentions are therefore still important
• The content needs to be kept up to date
• The businesses which are often specialists in one area often are more likely to be cited
• The advice of Google EEAT has strong crossovers when it comes to LLM optimisation.

Now various agencies, when discussing GEO / AEO might be talking about semantic entities (semantic web) , as well knowledge graphs and vector embedding.

These all sound super complicated, however, when you consider the purpose of the LLMs, like we discussed its very much the same as Google. That’s to supply a quality answer to a question.

Therefore, marketing agencies, such as ours, can gather that, to improve SEO, AEO and GEO visibility its now all about publishing the best advice.

Search engine optimisation, or organic SEO, as its also commonly reffered to, is simply the process of improving where a website ranks in the traditional search engine results. These are often referred to as SERP’s, they are simply the 10 blue organic links that appear on Google. The organic results make up the majority of the business listings, however, they are often not the only results on the page.

There is often Google Business results, Paid Ads, or Google AdWords results at the top. There is also now more often than not a Google AI Overview answer above the organic links as well. Now to get a business to rank higher here, you need technical optimisation, good content and to also strong backlink authority.

GEO stands for Generative Engine Optimisation, and it’s the skill of getting a business’s content marketing cited, or mentioned in an AI generated response. For example, Perplexity or ChatGPT may say “according to Ford Motor Company” then offer an answer, then mentioned as a citation could be Ford’s websites.

Therefore the goal of the digital marketing agency shifts from just concentrating on where the business ranks organically, in the 10 organic links, though to how many shoppers came via AI platforms?

AEO or Answer Engine Optimisation, focuses of providing a very exact and direct answer to the shopper. The answer is normally very concise, perhaps just 2 lines of text or less. However, for a business to be mentioned, the website has to be authoritative, meaning it is a website that provides the best advice regarding that product or service. For example, if you retail luxury Swiss Watches, and you are seen as the best retailer of that product, that page is likely to be cited.

We know that to get a business mentioned in the LLM’s, then for this to happen, the Google EEAT/SEO needs to be strong in the first place. Therefore, we always recommend to clients to get their organic search engine optimisation strong first.

First of all, our company will need to work out how strong your businesses current pages are. For example, are there pages which are duplicated? Are there a lot of content thin pages?

We therefore need a full technical audit. We then need to work out how strong the companies EEAT is on each main pages. Then we need to often create new content marketing for some pages. We then look at whether some of the pages have outdated advice whether they need changing.

We always say the bedrock/ foundations of GEO and AEO is having strong SEO in place.

Therefore, we first need to:

Identify weak pages and make improvements

Understand the intent of the page, what’s the shopper’s behaviour, i.e are a lot of shoppers bouncing off the page. The also how can improve conversions.

We need to make sure there’s a lot of well written content marketing on the main pages.

We will undertake a backlink analysis, make sure the links are quality

LLM SEO is a relatively new type of marketing. Businesses today want to invest in generative engine optimisation. They also want to appear in the Google AI

Overviews, which is also called answer engine optimisation. This means that businesses often want to be ranked high in Google and the traditional SERP’s.

However, today, to gain more customers, you have to also optimise the content to a point that the LLM’s want to also cite that work. For example, when a brand gets mentioned in an AI generated answer, this can be a very effective brand endorsement. Not only will you often appear above the organic results (Google AI Overview) but you will also be supplying a very concise answer to a question.

This means that right at the top of the page, the customers answer is being answered without them having to go and search and look for it on various websites.

Therefore the citation can often gain a lot of clicks, as the customer wants to read more.

There is an augment that because of Google AI Overviews, and AI generated answers, that the organic SERP’s are gaining less clicks. This therefore means that more businesses want to appear in the LLM’s but also in the AEO answers.
Competition for this space is fierce. Google AI Overviews for example often only cites just one citation. Therefore, its widely believed that to be cited, that businesses advice, in terms of the content marketing that is offering must be head and shoulders above the rest.

That is why leading agencies, they focus on the guidance set out in Google EEAT. You must therefore, show in the written work why your business are the experts in offering that product or service. Its only then, that your work is more likely to be cited.

Seo, or organic results, this is a form of marketing that focused on matching keywords in a search query with the correct page offering advice around that product or service. Its also about backlink profiles, and making sure all the technical work is implemented correctly. For example, making sure Googlebot can read say the main pages, such as homepage that you want to appear in Google’s organic results.

LLM SEO is different, because its less focused on the traditional ranking factors, such as links. Its more analysing the structure of the page, how well that answer answers what the customer is asking. Also informational depth is also considered, for example, is that author, that business offering a lot of detailed advice around that topic.

LLM is a new area of marketing, however, it’s important to note, that instead of reinventing the wheel, GEO and AEO should build on traditional SEO.

What we by that is, if the content marketing is really good, jam-packed with high quality advice, then this work often gets cited by SEO and LLM’s. Therefore, this is why many digital marketing agencies are engaged with writing content marketing that’s very high quality. Its aimed at offering the best possible answer.

Therefore, we would say, in our vast experience, the LLM agencies that offer the best services are ones that fully understand SEO. That is they know how to write content marketing that has low bounce rates, but also ranks high organically. They know how to supply quality answers to questions. These agencies therefore carry out keyword research, and then work hard to supply the best possible answer to a query.

We also advise our clients to start with organic search engine optimisation first. The reason being, no business, whether it’s a local or e-commerce company can appear in the LLM’s without having a lot of quality and well written content marketing written. Therefore, a business should focus first on getting quality content, such as evergreen guides ranking well in Google first.

Then, the LLM’s such as Perplexity and ChatGPT, are large language models. They therefore learn by reading these pages. Its only then you can appear in the

LLMs’ when a business is offering quality advice.

Therefore, focus on strengthening the organic SEO first, then work on bringing your articles and pages onto page one of Google.

Its only then when you are offering quality advice, and you are seen as the experts on a subject, such as diamond rings, or luxury cars, or whatever the product or service might be that you can get cited in the LLM’s.

We can help your business by first creating a robust SEO strategy.

We can simply help your business to gain more customers from Google.

Then, we can write the content marketing with LLM optimisation in mind.

This means writing long form content, that’s useful for your shoppers.

The work must have a high Google EEAT score.

Then when you write very good answers to a query, the LLM’s will then cite that work.

We are one of the best SEO businesses around, give us a call today. We offer free quotes.