How to Write for LLMs: Lessons from a Content Marketer
Google’s latest shift is a big deal, but I think the bigger story is how search behaviour itself is changing.
As large language models (LLMs) like ChatGPT, Claude, and Perplexity become go-to tools when you need an answer, the old rules of SEO won’t cut it anymore.
People aren’t just typing keywords, they’re asking questions. Instead of clicking 10 pages deep (just me?), they expect direct, instant answers. Content marketing is no longer just about ranking, it’s about showing up inside the summary, the snippet, the AI response.
To stay visible, here’s how your content needs to shift:
Keyword stuffing → Natural language
Traffic generation → Question answering
Ranking on Google → Being cited by AI
TL;DR It’s time to stop optimizing for clicks and start optimizing for answers. It’s what’s mattered all along: authority, originality, and human-first storytelling, and the same qualities that PR pros have been evangelizing. LLMs reward what humans already trust, so your SEO, content, and PR teams should be working together to earn visibility.
For example…
Traditional SEO:
A Google search for “best date night spots in Toronto” might return a list of blog articles, each vying for a top spot in the rankings.
LLM Response:
Ask the same question in ChatGPT and you’ll likely get a direct, conversational answer like: “If you’re looking for romantic restaurants that blend ambience, cuisine, and memorable experiences, try Scaramouche Restaurant, Alo, Canoe, Osteria Giulia, or Restaurant 20 Victoria.”
✅ One delivers options you have to click through ✅ The other delivers the answer you were hoping to find
LLMs Don’t Think Like Search Engines
Unlike traditional search engines that rely heavily on keyword matching, backlink profiles, and domain authority, LLMs operate differently. They don’t return a list of ranked pages, instead they generate an answer based on semantic understanding, intent matching, and context.
Key Differences in How LLMs Process Content:
Semantic Understanding - LLMs care more about meaning than exact-match keywords. It’s like searching for “cozy Italian date night spot” versus “romantic pasta restaurant.” Different wording, same intent. LLMs understand that both are looking for the same kind of experience: candlelight, handmade pasta, and maybe a good bottle of red.
Intent Matching - LLMs prioritize usefulness. They aim to deliver the most relevant, accurate answer based on the question behind the question.
Contextual Response - Unlike search engines, LLMs can handle multi-step, conversational queries. Ask a follow-up question, and they’ll refine the answer without starting from scratch.
Showing Up in AI Results ≠ Ranking on Google
Think you’ll appear in LLM answers just because you rank on Google? Not necessarily. LLMs don’t just wrap Google search. To earn visibility, your content must be structured to answer, not just rank.
For example: Perplexity uses its own web crawler (PerplexityBot) to index content. It references Google/Bing rankings as signals, but not as the final word. It uses native LLMs to generate summaries, not just serve links.
Understanding how LLMs retrieve, evaluate, and present information is the new edge in SEO. To show up in AI results, you need to think less like an algorithm, and more like a discerning customer.
AI Curates, Not Just Crawls
There’s no exact way to track how AI tools rank responses (yet), but think of it like how a savvy diner picks a restaurant:
Step 1: Scan the Menu (Keywords)
You’re craving something good, so you search “best sushi restaurant Toronto.” AI tools, like diners, start by picking up on the main ideas—words like “best,” “sushi,” and “Toronto.”
Step 2: Understand What 'Best' Really Means (Semantic Analysis)
“Best” could mean highest rated, freshest fish, trendiest vibe, or fastest service. The AI doesn’t just take the word literally, it figures out what people really mean when they say it.
Step 3: Check the Vibes (Topical Relevance)
Now it cross-references: Is the place known for omakase? Has it been reviewed recently? Does it show up on local “top 10” lists? Are people raving about the uni? AI does the same, pulling in related signals like category fit, user engagement, awards, and reviews.
Step 4: Make a Recommendation (Relevance Scoring)
Finally, like a great concierge, the AI serves up what it thinks you’ll love, the content that best matches your intent, context, and appetite for credibility.
If you want your content to show up on the AI’s shortlist, don’t just serve keywords. You have to serve value, relevance, and clarity.
LinkedIn’s Favourite Debate: Is SEO Dead?
Does optimizing for LLM-based search mean you should ignore traditional SEO? No.
Is all traffic dead? No. Are all websites useless? No.
Yes, more people are turning to AI tools for quick answers, but the majority still rely on search engines for deeper research. When it comes to comparing products, reading reviews, or evaluating multiple perspectives, Google (and Bing) still dominate.
If search traffic is a meaningful driver for your business today, don’t cut back on SEO just because LLMs are trending. Instead, focus on layering your strategy.
The good news? SEO and LLM optimization already overlap in meaningful ways. Both reward:
Clear, structured content
Topical depth and relevance
Authoritative, trustworthy sources
The difference is in the delivery. LLMs prefer direct, conversational, answer-first writing. You can keep your site structure, backlinks, and keywords, but make sure your copy is also easy for AI to parse.
This means:
✅ Clear headings
✅ Concise answers to real questions
✅ Consistent language around core topics
How I’m Adjusting in My Content Strategy for LLMs
LLMs may be complex, but they ultimately surface the same things humans value:
Clear, structured content
Helpful, natural sounding explanations
Accurate information and topical authority (you really know your domain)
Trustworthy sources
There are many best practices and tactics to choose from, but here’s how I’m adjusting my strategy…
Structure Content for Skimmability and Relevance
Okay, this isn’t new, but I’m doubling down on:
Clear headings and subheadings
Numbered lists, bullet points, and FAQs
Consistent use of H2s (for main topics) and H3s (for subtopics)
… anything that helps LLMs (and readers) instantly “get” what the piece is about. I also write headings as natural language questions to match how users ask, not just how they search. Longtail keywords still matter, but they need to reflect real human thinking, not robotic phrasing.
Integrate FAQs That Actually Answer the Question
FAQs are gold for both SEO and LLM optimization. I’m embedding them more intentionally by:
Using natural-language questions (e.g., “How is LLM optimization different from SEO?”)
Writing direct, two-to-three sentence answers
Leading with the answer, then adding context
Using structured markup (FAQ schema) to improve visibility
Linking to deeper resources if more detail is needed
LLMs love clear problem–solution structure, and, hey, so do your readers.
Write Like a Human Talking to Another Human
Ironically, the best way to show up in AI-generated answers? Don’t write for AI.
What excites me most is the return to narrative quality: human-centred clarity, originality, and relevance. Write for people. I’m simplifying technical explanations, ditching corporate jargon, and leaning into first-person language to make content feel like a real conversation.
If it sounds robotic, it’s forgettable. If it sounds human, it's findable.
Build Topical Authority, Not Just Volume
You can’t become a trusted source overnight. You earn it.
That’s why I’m prioritizing topic clusters, not random posts. I’m building content ecosystems that show depth and breadth, interlinked guides, expert interviews, playbooks, newsletters, and research-backed insights around core themes.
I’m also:
Quoting subject matter experts (our podcast helps with this)
Linking to authoritative sources
Tying content to trending topics and news
Sharing exclusive data to show real thought leadership
I’m repurposing relentlessly: newsletters become LinkedIn posts, LinkedIn posts become articles, articles become citations for LLMs to pick up.
The more high authority sources your brand appears in, the better your odds of being referenced in AI-generated responses. I’ll write more on this below.
Make Your Value Proposition Crystal Clear
LLMs don’t guess. If your messaging is vague or inconsistent, you won’t get surfaced.
So I’m making sure:
Our product’s purpose and audience are unmistakable
Messaging is aligned across blog posts, web pages, and social content
We consistently repeat key phrases around our brand and positioning
If you want to be known for “LLM optimization,” say it everywhere. That repetition helps LLMs associate your content with that niche.
Refresh, Don’t Just Create
Some of our strongest, category-level content is from 2023. If it hasn’t been updated, will LLMs still trust it? Maybe not.
That’s why I’m revisiting top performing pieces to:
Tighten structure
Refresh stats and examples
Update links, quotes, and citations
Add new sections where needed
It’s not glamorous, but it’s effective. It’s also essential if you want to stay credible.
One study found that LLMs are more likely to surface and cite content that includes stats, quotes, and external references—boosting visibility by up to 40%—because they signal authority, accuracy, and trustworthiness (the qualities AI models prioritize when choosing what to surface). As an added bonus, this approach also aligns with Google’s ranking factors, which reward brand authority and credibility in search.
Digital PR Still Wins
As I’ve hopefully established, if you want your brand to be mentioned in AI-generated answers, you need more than keyword-rich blog posts. You need presence, authority, and proof that you’re part of the conversation. That’s what digital PR delivers.
LLMs don’t just crawl your website, they scan the entire web looking for trusted sources, consistent brand-topic associations, and recognizable patterns. If your brand is visible across high authority channels, not just in articles, but in context, you’re far more likely to be cited.
A 2025 content strategy doesn’t start with your website. It starts with your brand, and where the conversation is happening beyond your site. When you focus on how your brand shows up across the broader web, you stop chasing algorithms and start building real visibility.
What Still Works: Digital PR
Foundational PR still matters:
Media features in relevant trade or mainstream publications
Press releases that speak to timely, credible milestones
High-authority backlinks from earned or paid placements
Thought leadership pieces published through respected outlets
Review sites and aggregators that mention your product in a trusted context
What’s Next: Creative PR Tactics
Some of the most effective LLM signals come from owned and earned presence on social channels, especially LinkedIn.
This is where your sales team’s personal brands come in:
Empower your sales team and execs to own thought leadership on LinkedIn
Share industry POVs, customer wins, and commentary that links back to your category
Repurpose internal insights into carousels, articles, and short posts
Create consistency between how your brand talks, and how your people talk
LLMs like ChatGPT and Perplexity index LinkedIn content. If your brand and product themes show up consistently across your team’s public-facing content, it strengthens the semantic association between your brand and your niche.
Why It Works
When LLMs crawl the web, they’re looking for:
Repetition of brand-topic pairings across domains
Quality backlinks and earned mentions
Trusted sources referencing your brand in context
Content that shows authority, recency, and topical consistency
The internet tells a story about your brand, whether you shape it or not. That story becomes fuel for LLMs. Mentions in high-authority publications, review sites, Reddit threads, or LinkedIn posts from your execs? AI notices. So do people.
Your owned channels—your website, your blog, your socials—need to reinforce that story. Thought leadership matters. So does consistency. The more you show up across trusted, credible sources, the more likely you are to show up in AI-generated answers.
So yes, get your media hits, but also build a team of credible voices.
Another TL;DR 😅 Optimize for usefulness, not clicks. Stop asking “Is SEO dead?” and start asking: “Is our content worth surfacing in the first place?”
The Format’s Changing. The Fundamentals Aren’t.
There’s something reassuring in all this: the best content still wins. While the format may be evolving, the foundation, creating genuinely helpful, thoughtful content, remains the same.
When you polish your website by writing in a way AI can easily digest, you’re also helping human readers navigate your content more smoothly. Plus, standard SEO rules, like using descriptive headings and ensuring your site loads quickly, benefit AI systems, too. It’s a win-win approach.
When you write for usefulness instead of just clicks, you’re not just future-proofing your content, you’re making it better for the people it’s meant to serve.