How to Run SEO for LLMs: The Complete 2025 Guide to AI Search Optimization

After years in the web design and SEO space, many professionals are wondering how to optimize their sites not just for Google anymore, but for LLMs like Perplexity, ChatGPT, and other AI search engines. This comprehensive guide reveals the proven strategies that are working in 2025.

The reality is that while nobody has all the answers yet, there are clear patterns emerging from real-world testing and experimentation. This guide consolidates the most effective strategies from industry experts and practitioners who are successfully getting their content cited by AI systems.

The Current State of LLM SEO

Based on extensive testing and analysis, here's what we know about how LLMs currently work:

• ChatGPT often dumps Bing rank lists in the same order, but with modifications
• Perplexity was originally based on Google results but switched after Google blocked them
• Both ChatGPT and Perplexity seem to use multiple data sources and cross-check with aggregators
• AI systems are increasingly ignoring robots.txt and meta robots directives
• LLMs are becoming more aggressive in their crawling behavior

The key insight is that AI SEO is fundamentally the same as normal SEO - you need authority to rank on top of search results. However, the emphasis and tactics have shifted significantly.

Proven LLM SEO Strategies

Based on real-world testing and case studies, here are the strategies that actually work:

1. Index for Bing (Critical for ChatGPT)

ChatGPT relies heavily on Bing's index for real-time information. If you're not indexed in Bing, you won't appear in ChatGPT responses. This is the most critical factor for ChatGPT visibility.

• Submit your sitemap to Bing Webmaster Tools
• Ensure your robots.txt allows Bingbot
• Monitor your Bing index coverage regularly
• Fix any indexing issues promptly

2. Use Schema Markup and Structured Data

LLMs rely heavily on structured data to understand content. Implement comprehensive schema markup to help AI systems parse and categorize your content effectively.

• Article schema for blog posts
• FAQ schema for question-answer content
• HowTo schema for instructional content
• Organization schema for brand information
• Product schema for e-commerce content

3. Write Semantically (Not Just for Keywords)

AI gathers information differently from Google, which requires different copywriting approaches. Focus on semantic richness rather than keyword density.

• Use natural, conversational language
• Include related terms and synonyms
• Write for context and meaning, not just keywords
• Structure content to answer specific questions
• Use clear, descriptive headings that explain concepts

4. Optimize for Conversational Queries

LLMs excel at understanding conversational queries. Optimize your content to answer questions in a natural, helpful way.

• Include FAQ sections on relevant pages
• Answer "how," "what," "why," and "when" questions
• Use question-answer format in your content
• Provide step-by-step instructions
• Include examples and use cases

Advanced LLM SEO Tactics

These advanced strategies are based on real-world testing and observations from industry experts:

Brand Saliency and Mentions

Being highly visible across an entire category is more important than just ranking for specific keywords. Focus on brand mentions and saliency across multiple platforms.

• Maintain presence on YouTube, social media, X, and other platforms
• Encourage positive reviews and mentions
• Build authority through community engagement
• Create content that gets shared and referenced

Strategic Heading Optimization

Industry experts have discovered that LLMs respond well to specific heading structures. Use headings that make clear proclamations about expertise and authority.

Instead of generic headings like "About the Author," use specific, declarative headings like "Sarah Chen Is An Award-Winning SEO Innovator." This helps LLMs understand and cite your expertise more effectively.

Content Depth and Authority

LLMs favor content that demonstrates deep expertise and provides comprehensive coverage of topics. Focus on creating definitive resources rather than surface-level content.

• Create comprehensive guides that cover topics thoroughly
• Include original research and data
• Provide unique insights and perspectives
• Update content regularly to maintain freshness
• Link to authoritative sources and cite experts

Technical Considerations for LLM SEO

Technical optimization is crucial for LLM visibility. Here are the key technical factors to consider:

Crawler Access and robots.txt

While some AI crawlers ignore robots.txt, it's still important to ensure proper access. Make sure your robots.txt allows relevant AI crawlers to access your content.

• Allow GPTBot, ChatGPT-User, and other AI crawlers
• Monitor your server logs for AI crawler activity
• Be prepared for aggressive crawling behavior
• Consider rate limiting if necessary

Site Structure and Navigation

Clean, logical site structure helps LLMs understand and navigate your content more effectively.

• Use clear, descriptive URLs
• Implement logical internal linking
• Create topic clusters with related content
• Use breadcrumb navigation
• Ensure mobile-friendly design

Content Freshness and Updates

LLMs prioritize fresh, up-to-date content. Regular updates signal to AI systems that your content is current and reliable.

• Update publication dates regularly
• Add new information and insights
• Fix outdated information promptly
• Monitor and update statistics and data

Measuring LLM SEO Success

Tracking LLM SEO performance is challenging but not impossible. Here are the key metrics and methods to monitor:

Direct Citations and Mentions

Monitor when your content is directly cited by LLMs. This is the most direct measure of LLM SEO success.

• Search for your brand name in ChatGPT and Perplexity
• Monitor for specific content citations
• Track mentions of your expertise and authority
• Use tools like Parse to track LLM appearances

Traffic from AI Sources

Monitor your analytics for traffic from AI platforms and tools.

• Track referrers from chat.openai.com
• Monitor perplexity.ai traffic
• Watch for other AI platform referrals
• Analyze user behavior from AI traffic

Brand Awareness Metrics

Since LLM SEO often focuses on brand building, track traditional brand awareness metrics.

• Brand mention volume across platforms
• Social media engagement and shares
• Direct traffic growth
• Branded search volume

Common LLM SEO Mistakes to Avoid

Based on real-world testing and observations, here are the mistakes that can hurt your LLM SEO efforts:

• Ignoring Bing optimization (critical for ChatGPT)
• Focusing only on traditional keyword optimization
• Creating shallow, surface-level content
• Neglecting brand building and authority signals
• Not updating content regularly
• Blocking AI crawlers unnecessarily
• Ignoring conversational query optimization
• Not implementing proper schema markup

The Future of LLM SEO

As AI search continues to evolve, several trends are emerging that will shape the future of LLM SEO:

• Increased emphasis on brand authority and trust signals
• More sophisticated content understanding and evaluation
• Better integration between different AI systems
• Improved citation and attribution mechanisms
• Enhanced real-time content updates and freshness signals

The key is to stay adaptable and focus on creating genuinely valuable content that serves both human readers and AI systems.

Action Plan for LLM SEO Success

Here's your step-by-step action plan to get started with LLM SEO:

Phase 1: Foundation (Weeks 1-2)

• Audit your current Bing indexing status
• Implement comprehensive schema markup
• Optimize your robots.txt for AI crawlers
• Set up monitoring for AI traffic and citations

Phase 2: Content Optimization (Weeks 3-6)

• Rewrite key content for conversational queries
• Add FAQ sections to important pages
• Optimize headings for authority and expertise
• Create comprehensive, in-depth resources

Phase 3: Authority Building (Weeks 7-12)

• Increase brand mentions across platforms
• Engage with communities and forums
• Create shareable, reference-worthy content
• Build relationships with industry influencers

Conclusion

LLM SEO is still evolving, but the strategies outlined in this guide are based on real-world testing and proven results. The key is to focus on creating authoritative, well-structured content that serves both human readers and AI systems.

Remember that LLM SEO isn't a replacement for traditional SEO - it's a complement. The most successful strategies combine both approaches to maximize visibility across all search platforms.

Start with the foundation elements (Bing indexing, schema markup, technical optimization) and gradually build up your authority and content depth. Monitor your results closely and adapt your strategy based on what's working.

The future of search is AI-driven, and the companies that adapt their SEO strategies now will have a significant competitive advantage as this trend continues to grow.