Ranking in the Age of AI: LLM SEO Strategies and Best Practices - ProperExpression

AI-driven search has sparked panic amongst marketers, with a desperate dash to unveil the “secrets” of generative engine optimization (GEO). But anybody with real SEO experience knows there is never a single definitive “trick” to nail SEO—and the same is true when it comes to LLM SEO.

This article offers a level-headed guide to GEO and AI-driven search, helping you think clearly about a subject that will define the next decade of online marketing. 

Using the latest data and our own ongoing experimentation, we explore what currently works and the strategies you need to future-proof your online visibility. 

Contents:

1. The Rise of AI Search: Understanding LLM SEO
2. How Do LLMs Change Search Behavior?
3. GEO vs. SEO: An Insider’s Guide
4. How to Win GEO: LLM SEO Strategies for 2025

The Rise of AI Search: Understanding LLM SEO

AI-driven search refers to tools that use large language models (LLMs) to synthesize comprehensive responses to search queries. This takes two basic forms:

1. AI Overviews (AIOs)

AIOs are comprehensive summaries that sit above the fold on Google and Bing searches. 

While slightly less than 13% of Google searches currently produce an AIO, most experts expect that number to rise rapidly over the coming months and years. 

Importantly, 13% of all Google searches translates into an enormous amount of eyeballs. 

Research suggests over 1.5 billion people globally have been served an AIO—equating to over a quarter of all internet users.¹

While AIOs include “blue links”—various sources for the summary—these are less likely to drive traffic to your website for a few reasons:

• Most users take AIOs at face value and feel no great need to “verify” the source.
• Most AIOs feature numerous blue links, creating a cognitive overload. 

2. Chatbots

AI platforms like ChatGPT and Perplexity that function as chatbots: users input a prompt and receive a synthetic textual output. 

These tools can function as a personal writing assistant; zero-budget therapist; or sounding board for decisions and creative ideation. However, their most popular use is as a search engine. 

Adobe reports that 77% of ChatGPT users treat it like a search engine, with 30% trusting it more than traditional platforms like Google.² 

This has led to widespread panic amongst marketers that traditional search will become obsolete and existing SEO value will be lost. 

But is that realistic—or simply industry talk?

Decoding the Panic: Why Marketers Worry About LLM SEO

Organic search rankings and website traffic across multiple industries—including financial services—are considered under threat from LLMs.³ The fear that AIOs and Chatbots will steal organic traffic and reduce online visibility for advisory firms has been widely stoked.

Early reports suggested 25% of organic search traffic would be lost to LLMs by 2026⁴; today, some argue up to 87% of online search may use LLMs by 2029⁵—marking an almost complete inversion of the existing search landscape. 

This has led plenty of agencies to rapidly reposition themselves as an “LLM SEO company,” trying to cash in on the industry panic. 

But these efforts are not just cynical; they overlook the fact that existing data on LLM SEO is highly conflicted. 

Just take “Zero-click” search: many warned that AIOs would be the end of organic traffic. This was supported by reports that specific publishers had seen organic search click-through rates (CTRs) fall off. 

This was true, but later analyses revealed that zero-click behavior has not trended in a straight line. While zero-click behavior increased after the introduction of AIOs, it actually peaked in January 2025—before dropping again over subsequent months.⁶ 

Since then, reports have continued to circulate that specific businesses have seen traffic dip as much as 89%.⁷ 

But these stories are not universal; the impact of LLMs on search traffic and marketing effectiveness will be different for every business—and largely determined by how they respond over the coming months and years.

The key to making sense of LLM search—and what you should do about it—is to look at how it has influenced search behavior.

How Do LLMs Change Search Behavior?

The shift from traditional search to LLM-driven search has sparked a striking evolution in search behavior. Three factors stand out:

1. Longer Search Queries 

The average query on a traditional search engine ranges from 2 to 6 words long, with most sitting at 3 to 4 words. Most users find that Google and Bing do not reward much more detail beyond this, unless they are searching for something highly specific. 

However, LLMs actively thrive on longer, more detailed searches. While Google delivers the same basic service for every query—a list of potentially relevant websites—Chatbots can adapt the kind of response they give based on the search intent. 

As a result, longer queries give more context and help Chatbots calibrate the length, level of detail, topic, and even format of their response. 

Users quickly noticed this, and the data reveals that fact: search terms with 7-8 words in them have nearly doubled across all search engines since the launch of ChatGPT.⁸ We predict this trend will continue, and the length and type of queries will evolve along with the technology. 

For example, the rise of speech-enabled Chatbots means more users now speak their prompts. This will not only naturally lead to longer searches, but more intent-rich searches, as people “brain dump” rather than searching for specific terms or asking short, clear questions. 

2. Conversational, Multi-Prompt Search

Traditional search journeys are discrete events. 

An individual might search for information about retirement savings; then look up their 401(k)s options; then look for advice about selecting a 401(k). These are all separate searches that Google simply responds to as if they are unrelated.

The same journey using ChatGPT or Perplexity would function like an ongoing conversation. For example, the interaction might include:

• Prompts and suggestions from the Chatbot about next steps
• Follow-up questions to clarify responses and help the user understand the information being shared
• Synthesized content like pricing charts or decision-making matrices

Importantly, this is true even if the user doesn’t make all of their searches in a single session. Most Chatbot users allow the platform to “remember” information about them and slowly learn about their interests and preferences.

The takeaway from a marketing perspective is simple: ranking in LLMs creates far more opportunities to be included in highly contextually relevant search journeys. While Google acts as a kind of directory, Chatbots are closer to “word of mouth” marketing—notoriously one of the most powerful and trusted forms of promotion.

3. “Zero-Click” Searches

As discussed above, the rise of LLMs has caused an increase in “zero-click” search, where users get everything they want from a search response without the need to click on a website. 

While not universal (or as clear-cut as many commentators claim), this is a challenge for marketers. The problem is particularly pertinent on Google, where despite concerns about accuracy, just 8% of users click through to check the source material for search summaries.⁹

So search traffic has taken a hit since Chatbots and AIOs arrived. Bain Co. reports roughly 80% of searchers now rely on AIOs around 40% of the time.¹⁰

Another issue is that Chatbots do not always even contain sources—let alone driving the average user to click on them.

Some commentators claim this is a disaster for marketers, with reports that it has led to 15-25% less organic traffic. ¹¹

But it’s important to remember that organic traffic does not equate to commercial results. LLM search may drive less traffic, but the traffic it does generate is far higher-intent. 

This means SEO and GEO differ in two ways: 

1. The marketing tactics required to rank in search responses
2. The strategic approach required to turn rankings into business

GEO vs. SEO: An Insider’s Guide

Generative engine optimization (GEO) is the emerging set of practices designed to help companies appear in AIOs and Chatbot responses. It differs from traditional SEO in a few important ways:

1. Search Focus

SEO focuses on whole pages, whereas LLMs leverage individual chunks of information. 

GEO can apply to pages that have little chance of getting to page one of Google, as Chatbots and AIOs can easily pull small chunks of high-quality information from pages that otherwise do not meet search intent. 

This simultaneously opens the playing field and creates more complexity for marketers. You cannot simply focus on a handful of central pages; every page is a potential GEO play and should be optimized to be valuable to LLMs.

2. Keyword Density

The longer, more detailed searches LLMs encourage lead to a richer keyword universe. 

GEO efforts should focus less on short, chunky keywords and more on answering a wide range of nuanced questions related to your services and industry. 

For example, where SEO strategies might underplay industry jargon in favor of the terms users search for within Google, LLMs will see complex terminology as a signal of authority and depth of content. 

While relatively few Google users would voluntarily search for the definition of “contango” (a market condition in the futures market, if you’re asking), plenty will ask ChatGPT to clarify what it means during a relevant search.

3. Buyer Journey 

The buyer journey is harder to track and less linear when using AIOs and Chatbots. 

But there is still clear value to GEO from a marketing perspective. In fact, recent research suggests the volume of revenue generated by LLMs will increase by 75% over the coming years.¹² 

GEO drives significant commercial benefits through:

• Lead Generation: Being cited in AI-driven answers introduces your firm at the very first touchpoint. Users might click your link in AIOs, but they also may simply look up your firm after seeing it in multiple AI search results.
• Reputation Building: Appearances in AI summaries signal trustworthiness and authority. Early evidence already shows that appearing in AIOs leads to 39% higher click-through rates for paid search ads—suggesting increased brand recognition and authority.¹³
• Firm Consideration: Chatbots are increasingly used to evaluate products and services—including wealth management firms. Prospects may give ChatGPT a highly detailed description of their financial situation and requirements before asking which local firms best meet their needs. 

However, these differences should not cloud the basic fact that GEO and SEO are very similar beasts. Rather than a transformational break, GEO represents a new phase of SEO—one that will carry forward many features already well-familiar to SEO experts.

GEO vs SEO: A False Binary

The reality is that GEO and SEO share several foundational requirements:

• EEAT content that meets search intent and provides clear, authoritative answers to your audience’s search queries
• High-performing webpages that make information easy to parse and quickly access for LLMs and search crawlers
• Clearly structured websites that help both Chatbots and search engines navigate your information hierarchy with ease

This is demonstrated by the fact that roughly half of all pages that appear on page one of Google also regularly appear in Chatbot responses.¹⁴ And that means we can learn a lot about the future of GEO from the history of SEO.

GEO Will Mirror the Evolution of SEO

Because SEO is such a well-established part of modern digital marketing, it’s easy to forget it was once an exciting, emerging practice—and many brands took a long time to accept its importance. 

Consider this (heavily condensed) timeline:

GEO will likely evolve just as much—if not more—than SEO. Just as Google’s regular algorithm updates threw the entire industry into chaos multiple times, we should expect future LLM models and emerging competitors to shake up GEO and force marketers to adapt.

How to Win GEO: LLM SEO Strategies for 2025 

Research from Princeton finds that the right set of GEO practices can increase visibility in AIOs and Chatbots by up to 40%.¹⁵ 

Based on extensive research and existing SEO expertise, our team recommends several clear steps to improve your rankings in generative engines:

1. Publish Verifiable, Citation-Ready Content

AI engines prioritize content they can verify and cite with confidence. Your goal is to become a "machine-trusted source." 

• Lead with clarity and precision. Start articles with factual summaries and exact definitions. AI models scan for authoritative statements they can quote directly
• Anchor claims in evidence. Use primary sources, academic research, and reputable references. Link to original data whenever possible—it signals credibility to both machines and humans.
• Make citation easy. Structure content so key facts and statistics stand alone. Clear attributions and well-formatted data points increase the likelihood AI engines will reference your work.

2. Structure for Machine Parsing

How you organize information matters as much as what you say. AI models parse content differently than human readers—optimize for both.

• Format for scannability. Use Q&A sections, bullet points, comparison tables, and FAQ blocks. These structures align with how AI systems extract and present information.
• Match conversational search patterns. People ask AI longer, more specific questions than they type into traditional search. Structure content to answer these detailed, natural-language queries.
• Implement schema markup. Structured data helps AI engines understand your content's context and hierarchy, making it easier to surface in relevant responses.

3. Build Strong Authority Signals

AI systems evaluate trust before featuring content. Strengthen your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals across your site.

• Make expertise visible. Use detailed bylines with author credentials. Display editorial standards and fact-checking processes. Show readers—and AI—why your content deserves trust.
• Optimize "About" pages strategically. These pages are critical trust anchors. Pack them with proof points: credentials, awards, certifications, years in business, notable clients, and media mentions.
• Cite consistently. Include references throughout your content. Citations signal thoroughness and accountability—traits AI models reward when selecting sources.

4. Maintain Strong Reviews & Directory Profiles

Local and industry-specific visibility depends on consistent, well-maintained profiles across the web.

• Keep information uniform. Ensure your firm name, address, contact details, and service descriptions match exactly across all directories and platforms.
• Prioritize reviews and testimonials. Client feedback is critical for AI-driven discovery, especially in local searches. Actively encourage satisfied clients to leave reviews.
• Stay compliant with new regulations. Recent changes to FTC guidelines around reviews and testimonials require careful attention. We'll help you navigate these rules while building social proof that both protects your practice and strengthens your reputation.

5. Execute a Strategic Backlink & Brand Mention Strategy

Off-site signals remain essential for both traditional SEO and GEO. Quality matters more than ever.

• Prioritize high-authority backlinks. Research shows that strong backlink profiles improve rankings for informational searches—exactly the queries AI engines handle most. Focus on fewer, higher-quality links from authoritative domains.
• Generate brand mentions beyond traditional links. AI models track where brands appear across the web. Cultivate mentions on YouTube, LinkedIn, podcasts, industry forums, and niche communities.
• Think distribution, not just links. Every platform where your brand appears adds to your digital footprint. Strategic content distribution amplifies both your authority and your discoverability in AI-powered search.

Don’t Risk Becoming Invisible to Your Future Prospects

ProperExpression is monitoring the evolving GEO landscape—and building repeatable processes to help wealth managers adapt. With both SEO and GEO, we can help your firm future-proof its digital presence and win more clients.

Want to book 15-minutes to discuss your biggest GEO easy-wins?

1. https://ahrefs.com/blog/insights-from-56-million-ai-overviews/

2. https://www.adobe.com/express/learn/blog/chatgpt-as-a-search-engine?clickref=1011lBGaLaoF&mv=affiliate&mv2=pz&as_camptype=&as_channel=affiliate&as_source=partnerize&as_campaign=skimlinks_phg 

3. https://www.semrush.com/blog/semrush-ai-overviews-study/

4. https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents

5. https://explodingtopics.com/blog/llm-search

6. https://www.semrush.com/blog/semrush-ai-overviews-study/#

7.https://www.bbc.co.uk/news/articles/c0mlvryx0exo#:~:text=DMG%20Media%2C%20owner%20of%20MailOnline,chief%20digital%20publisher%20at%20Reach.

8. https://searchengineland.com/keyword-query-length-insights-445376

9. https://explodingtopics.com/blog/ai-trust-gap-research

10. https://www.bain.com/about/media-center/press-releases/20252/consumer-reliance-on-ai-search-results-signals-new-era-of-marketing--bain--company-about-80-of-search-users-rely-on-ai-summaries-at-least-40-of-the-time-on-traditional-search-engines-about-60-of-searches-now-end-without-the-user-progressing-to-a/

11. https://www.bain.com/about/media-center/press-releases/20252/consumer-reliance-on-ai-search-results-signals-new-era-of-marketing--bain--company-about-80-of-search-users-rely-on-ai-summaries-at-least-40-of-the-time-on-traditional-search-engines-about-60-of-searches-now-end-without-the-user-progressing-to-a/

12. https://explodingtopics.com/blog/llm-search 

13. https://ppc.land/google-ai-search-features-drive-click-rates-to-historic-lows/

14. https://www.semrush.com/blog/is-seo-dead/# 

15. https://arxiv.org/pdf/2311.09735