What is LLM in SEO?

LLM in SEO refers to the large language models, technology like OpenAI's GPT models or Google's Gemini, that power the chatbots and AI search features SEO now has to account for. These models generate the summaries and answers that increasingly appear alongside or instead of traditional search results.

Understanding LLMs matters for SEO because they do not rank pages the way Google's classic algorithm does. Instead, they retrieve relevant web content and generate new text summarizing it, choosing which sources to cite based on clarity, relevance, and how confidently the model can attribute a claim.

That is why GEO practice focuses on writing content an LLM can extract cleanly, rather than only chasing keyword rankings the way older SEO did.

Our AI search optimization softwareis built around how these models actually choose sources.