The Evolution of Search: How LLMs Are Changing SEO

By Joseph Carroll, Eyeful Media SEO Group Director

Language Learning Models (LLMs) like ChatGPT, Perplexity, and Bard are changing how we search. But these AI systems don’t just influence how information is delivered in a search engine page result—they redefine it entirely.

LLMs don’t interact with websites the way people do. They don’t care about flashy designs, image galleries, or long narratives. Instead, they focus on efficiency. They extract structured data, process key points, and deliver fast, accurate answers to user questions. 

AI SEO for LLMs

Because of this, old SEO priorities like detailed designs, eye-catching graphics, or lengthy content now matter less. What counts is providing clear, accessible information. Schema markup, quick page load times, and streamlined site architecture are essential. It feels like a return to the basics—“SEO à la 1999,” where speed and simplicity rule.

Websites are no longer only about discovery and exploration; now, they deliver conversion-ready, authoritative answers. To stay relevant, SEO best practices must focus on efficiency and adapt strategies for a world where AI drives search behavior. The future of search isn’t just about being visible; it’s about being the source of valuable information. 

To succeed with LLMs, efficiency is everything. Here's how to make your content AI-friendly:

  • Use Schema Markup: Structured data is non-negotiable. It helps LLMs process your content faster and ensures it’s included in their knowledge base.

  • Prioritize Page Speed: Slow-loading pages are penalized. LLMs reward lightweight pages with content that is available instantly on page load.

  • Aesthetics Matter Less: Fancy layouts and visuals don’t matter to AI. A clean, organized site structure makes it easier for LLMs to extract what they need.

Steps for SEOs and Marketers to Succeed with LLMs

1. Leverage Schema Markup

Structured data is required to make your content AI-friendly. Schema markup helps LLMs understand your website’s key elements. Define products, services, and FAQs in a way that’s easy for these systems to process. 

For example, in e-commerce, include details like pricing, availability, and product descriptions. The goal is to provide answers that LLMs can quickly absorb and add to their knowledge base​.

2. Simplify Website Architecture

Clarity is key when optimizing for LLMs. Simplify your website by removing unnecessary pages and focusing on clean navigation. Cross-link related content to help AI understand how your pages connect.

The easier for an LLM to map your site, the better your chances of becoming a trusted information source​.

3. Optimize for Voice Search

Thanks to LLMs, voice search is back in focus. Users expect conversational answers, so optimize your content with natural, question-based keywords. This style makes your content more relevant to voice assistants and aligns with how LLMs process and deliver answers​.

4. Enhance Page Speed

Slow-loading pages are a deal-breaker for AI crawlers. LLMs prioritize efficiency. Reduce load times by minimizing large images and removing unnecessary scripts. Ensure all critical content is available immediately upon page load.

Tools like Google PageSpeed Insights can help you identify and address speed issues​.

5. Shift Focus to Content Authority

Educational content isn’t driving traffic the way it used to. Instead, focus on creating factual, unique, and authoritative content. Leverage the expertise, experience, authority, and trust of your team and its leaders. 

White papers, thought leadership pieces, and up-to-date information are critical. LLMs prioritize trustworthy sources, so if you want to stay relevant, make sure your brand is a credible authority in your industry​.

6. Deprioritize Design-Heavy Websites

Complex, visually appealing designs can actually work against you in an AI-driven search world. LLMs don’t care about how a site looks; they care about how quickly they can extract information. 

Overly elaborate layouts or complex visual elements slow down page loading. Slower pages hurt your chances of being crawled effectively. Instead, focus on simplicity and speed to meet the efficiency demands of LLMs​.


Predictions for the Future of SEO in an AI-Driven World

The No-Visit Scenario

In the AI-driven future, many user interactions won’t involve visiting websites. LLMs answer questions directly, and users will rely on AI-generated responses rather than exploring pages.

This shift in focus leaves website visits primarily for conversions, such as making purchases or booking services. To thrive, businesses must ensure their content is included in AI’s knowledge base. If your information isn’t cited in the LLM’s response, your visibility—and opportunity for conversion—will disappear​.

Integration of AI Across Devices

AI is rapidly becoming embedded in every facet of technology. From operating systems and voice assistants to IoT devices like smart fridges and wearables, AI tools transform how users interact with search data.

For example, imagine a smart fridge suggesting recipes based on its inventory. A wearable device might offer health advice by tapping into AI-powered databases.

These integrations will expand the scope of search beyond traditional web browsers, pushing businesses to ensure their content is optimized for various AI platforms​.

Key Takeaways for LLM Optimization: 

  • Simplify and Structure Content: Structured data and schema markup are critical for AI comprehension.

  • Prioritize Efficiency: Fast-loading pages, clean architecture, and minimalistic designs are essential.

  • Focus on the No-Visit Scenario: The goal is to become the cited source or footnote in AI-generated responses.

  • Adapt for AI Integration: Voice search, real-time data generation, and universal standards are becoming critical.

Contact Eyeful Media to learn more about optimizing your website for LLMs and AI-powered search engine results.

Joseph Carroll