Here’s how to create the content AI cites, rather than the content it steals.
I’m coming around to a hard truth: AI is replacing SEO
And LLMs rank content almost the exact opposite way as traditional SEO.
So, if your business depends on search traffic, you need to adapt fast. (And if it doesn’t, this change presents a golden opportunity.)
How do LLMs rank content vs. SEO?
Authority: Instead of backlinks, LLMs score authority based on mentions in credible independent places (e.g. scientific journals, famous blogs, news outlets.)
Content Appetite: LLMs won’t cite sources for general information (e.g. "what’s in vegan foie gras”), but they must attribute unique or proprietary content, such as your primary research or creative work.
Relevance: Where search ranking prioritises authority, AI models weight relevance above all else. And rather than simply matching keywords, LLMs interpret user intent as a progression of increasingly specific questions that align with the user's ultimate goal.
Okay, so what should you do?
How to gain visibility in AI models.
Signal Authority: Get cited in respected publications, and build a consistent online presence.
Create AI-native Content: Create original high-quality content → e.g. proprietary data, case studies, research, videos or opinion content.
Relevance: Since AI models treat user intent as a series of questions, structure your content as long-form Q&A. Think about all the questions a prospect might ask before they realise they need your product or service, and answer them.
Accessibility: Ensure crawlers can ingest your content by putting it on your own or other public websites, not behind social media walls. And include transcripts with videos and podcasts, for the crawlers that can’t yet parse audio files.
Preparing, mentally, for a post-SEO world
I know some people argue “SEO isn’t dead, it’s just changing.” But those are mainly SEOs talking their own book. But the smartest SEOs will understand these changes better than any of us, so don't write them off!
Here's some good news: The big players will move slowly, so your window is open. The next 12-24 months are your chance to thrive.
Don’t get held back by the sunk cost fallacy. We know what works now, I’ve just told you. Double down on it. Full steam ahead.
I also know you have more questions, including the best kinds of content, and other organic channels to replace SEO.
I promise, I’ll share more thoughts and research on this topic in the coming weeks. If you're not already receiving my newsletter, you can read past issues and sign up here.
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