SEO Optimized for LLM: The New Frontier

Are search engines about to be taken over by AI? Today a new frontier of online relevance just opened: The SEO optimized for Large Language Models (LLM).

Explore the tensions and questions surrounding online search in this must-read article!

SEO optimized for LLM: The new frontier

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The world of online search is a constantly evolving industry, where transparency and business often collide. AI SEO tools, even all AI tools, and search engines such as Google are fundamental elements in this industry today, but their true nature and effectiveness are often questioned.

In this context, the relationship between search volume and keywords on websites, as well as the value of keywords and backlinks, are recurring topics of debate and controversy. Furthermore, the approximate formula used by search engines and the possible manipulation of results also raise concerns about transparency and fairness in this market.

In this article, we will explore some of these tensions and questions in the world of online search and how they affect users and the industry as a whole. Additionally, we’ll delve into the influence of new ai content generators actors in the search engine scene, shedding light on the evolving landscape of LLM (Large Language Models) and their impact on online search.

List of AI Tools

Tensions between transparency and business in the world of online search

If you were Google and you can create a database of user searches (information that is becoming less and less authentic), but let’s say you have that information, as well as Bing and others.

Are you going to give that complete and accurate information to a third party, via GSC or via API? No. That information is precisely the basis of the keyword and ad sales business.

Google give estimates and averages, and who knows if it is false information. What SEO tools do are estimates based on what they can get from Google and other sources, which is the same thing ChatGPT partially does.

The difference is that SEO tools use algorithms and some use ML to analyze that data and predict, and ChatGPT uses LLM which is the best way today to predict text.

They are two ways to give answers to internet searches. While one uses an updated and ranked index, the other produces results on demand.

Yes, the SEO tools give more information but that does not help much, they are just products created to estimate, but they do not help much to position and convert, because Google always has the last word, through changing its algorithm and manually. Google has been cheating all the time; its time has come.

“Google should cannibalize itself before ChatGPT cannibalizes it”

The illusion of SEO tools and the true nature of Google crawling

SEO tools do crawl, but not as effectively as Google does. That data provided by APIs is not complete or accurate. Those tools give the illusion that they work in real-time but that is not the case.

Google does not work in real-time: Google crawls, creates an index, ranks, and repeats, constantly over long periods of 1, 2, 3, and even 6 months.

Furthermore, the index that Google maintains is getting old and inaccurate. They make almost daily updates to their algorithm while there are millions of people trying to circumvent it. There are still millions of abandoned or spammy websites that Google continues to maintain.

Don’t get me wrong: SEO tools and SEO 1.0 strategies (SEO On Page + back-linking + Black SEO) works, but it is temporary, until Google runs again the algorithm. Some of those practices are penalized by search engines, which makes the situation worse.

On the other hand, web pages might temporarily appear in high positions, but it is until Google runs the indexing and ranking process, inherent to the new algorithm: if Google sees that SEOs found a hole to sneak through, Google covers it up to sell their products again. For me, as I understand it, it is a huge farce that Google has been able to keep covered up for many years.

The relationship between search volume and keywords on websites: are SEO tools necessary?

The search volume is correlated to the number of keywords on websites, and search engines understand and make decisions on language differences.

If a keyword is not searched, then it does not rank and makes the page disappear from the rank.

If a keyword is highly searched, then it will give impressions, the SEO will see it, and that page will rank.

These two values are correlative: search volume vs volume of keywords on websites.

Search consoles, ad consoles, and now ChatGPT, give all the information you need, so SEO tools are not so that useful anymore.

MaaS beats SaaS

SEO tools are the typical example of SaaS (Software as a Service) being displaced by the generative AI served as MaaS (Model as a Service) scheme, where the training of smaller amounts of data is much more effective than the indexing of huge amount of noisy data: not updated, repeated, spammy and manipulated (that tries to circumvent that indexing).

 Processing capacity and Generative AI beat storage capacity and search algorithms.

The current state of intelligence of search engines is that they can analyze and understand a keyword regardless of how it is put, “web design”, “website design”, “web design” is understood the same, in any language, for example.


Keep yourself informed on the new ways to stay relevant and relatable online.

The value of keywords and backlinks in search engines: Is Google the dictator and his club?

In the world of search engines, everything comes down to keywords and backlinks, the latter being the one that gives even more relevance. There are other values such as EAT which are interpretations of the content but remain arbitrary and subject to interpretation: Google defines them, modifies them, and crawls them, i.e. the dictator and his club.
ChatGPT reads and analyzes the texts on the websites. From there it extracts the keywords. This is the same thing that SEO tools do.
Google provides an estimate (not the whole truth) of the value of those keywords by region and language. And supposedly that is what they use to price the keywords. The keywords provided by Google are not invented, they also come from websites. More of the same keywords in many websites indicates that that keyword has “value” or search intent, because as I said before those values are correlated. Google shows an “average” in GSC, and does not provide the total and real amount through its API, that is to say, that SEO tools use what Google gives plus some magic formula that each tool invents. That’s why all the values of authorities and keywords are different according to each tool. And these formulas are temporary according to the algorithm updates. Anyway, the keywords and volumes given by ChatGPT are fine. What would be missing is a regional adjustment, due to trends, language, etc. But I’m sure that is coming through plugins.
If the ChatGPT plugins are successful, this traditional internet search process will disappear: it will no longer be Google that will distribute the links, but the plugins.

Do we have to evolve to a SEO optimized for LLM, a SEO 2.0, instead on traditional search engines?

Yes, we have to. The thing is how. For the moment, the differentiation, the branding, the very specific value of your product or service is the only thing that will give you an edge in this new metaphor of internet search, the SEO Optimized for LLM, in other words a SEO 2.0 approach.
We believe that there is no point in an SEO strategy for traffic only. SEO should aim for conversion, that’s why all of our SEO 2.0 approaches chase online relevance, by any means.

The Power of Generative AI

Generative AI is, among other things, what makes possible applications such as Midjourney and ChatGPT. AI images generation aims to be simpler, at least in applications like Midjourney and Dall-E. They are tweaking so well the models that simple and descriptive prompts lead to high quality and matching results.

Has the Internet search process been Disrupted?

There are 2 main Internet search processes: search for information and search with shopping intention. The first is easily satisfied with ChatGPT, the second will be by using ChatGPT plugins. The most important LLM app, ChatGPT, is already fixing its weakness through plugins. That approach will break the traditional search process on internet searches, creating a user detour to the plugin owner realm, where the rest of the conversion will happen. What does this mean for traditional search engines and all the paraphernalia around them (SEO 1.0, SEO tools)? They will be displaced to second and third place.

The explosion of snippets of Generative AI everywhere

Soon we will see 4 main entities co-exist in the Internet search market:

Smart Search Engine

The new smart search engine on demand (ChatGPT and Midjourney style).

Generative AI Snippets

AI generative, with smart search embedded, will be disseminated all over: software applications for desktops and smartphones, including their Operating Systems.

AI generative will be omnipresent and in training mode all the time, which means it is getting better.

Hybrid Search Engines

Like Bing + ChatGPT.

Traditional Search Engines

Like Google, struggling to become the third type, and losing ground.

Branding is key in the search engine war

The search engine market will be led by the one who serves the best answer: fast, authentic, useful, anywhere, and anytime. Are you feeling a certain trusted connection with OpenAI and ChatGPT? The branding is working.

I consider that the Internet really belongs to the sector from 20-40 years old, expanding to 10 years less and 10 years more. That range from 20-40 years old want fast answers, now you tell me: do you think the ChatGPT growth is just lucky?

The approximate search engine formula: Result manipulation and intentional delay in Google’s SERP?

Google is always going to return results unless you search for a word that doesn’t exist. But if you search for “green website” and no one has written about it, Google will present “blue website”, “website” and “green”.

There is a formula in search engines that is to approximate, to understand words even if they are misspelled. Google will always show, and who knows if, in the desire to retain the user’s attention in the SERP (the basis of their billionaire business), they delay the result in a couple of clicks.

If they have the conversion data they can quietly and without any shame manipulate results and slow down the stay in the SERP. Nobody regulates the time of exposure to online advertising in the SERP.

The farce behind SEO tools and Google crawling: illusions and realities.

SEO tools do crawl, but not as effectively as Google does. That data provided by APIs is neither complete nor accurate. Those tools give the illusion that they work in real-time but that is not the case.

Google does not work in real-time: Google crawls, creates an index, ranks, and repeats, constantly over long periods of 1, 2, 3, and even 6 months and more. What you see when you search a keyword is an old photography of the index.

Pages might appear temporarily in high positions, but it is temporary until Google runs the indexing and ranking process again, inherent to the new algorithm: if Google sees that SEOs found a hole to sneak in, Google covers it to sell its products. For me, as I understand it, it is a huge farce that Google has been able to keep covered up for many years. SEO products will help your website gain organic relevance in Google and Bing.

For a complete SEO 2.0 approach please visit SEO and CRO.


In conclusion, the process of searching for information on the Internet is undergoing significant changes thanks to technological advances such as LLMs and ChatGPT.

These tools are enabling a more transparent and effective experience for users, eliminating the need to rely so heavily on SEO tools and traditional search engine algorithms.

LLMs and ChatGPT are opening up new possibilities for finding accurate and relevant information on the internet, without the need to know all the intricacies of SEO. In short, we are living in an exciting time for online information search, and we can expect it to continue to evolve and improve over time.

Finally, if SEO is your passion, you may consider to enroll in our SEO 2.0 Course.

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