How AI is changing SEO and what businesses need to do

Tuesday 29th September 2026

Website users are increasingly turning to LLMs (large language models) to research various search terms instead of using Google. Users can receive detailed answers to very specific questions, drawing on information from multiple sources without needing to browse several different websites.

What does this mean for businesses?

For businesses, this means that searches within LLMs are a lot more targeted, therefore, the users coming to the website from the LLM search most likely have done their research already and are coming onto the website to contact.

The negatives for businesses

The negative of this search model for businesses is that users now do not necessarily need to come onto the website as they are finding their answers within the LLP search. Thus meaning that traffic in Google Analytics is dropping. 

The downside is that users do not always need to visit a website to find the information they need. If the AI platform answers their question directly, this can result in fewer website visits and websites may be seeing a drop in their Google Analytics traffic.

An example from ChatGPT

For example, we asked ChatGPT ‘Provide a list of five family law firms based in London, with their contact details and other information to help me choose a suitable firm for a separation matter.’

Within 14 seconds, we received the below:

• A selection of five law firms
• A star rating for each firm
• Contact details
• Website links
• A description of each firm
• Reasons each might be worth considering

ChatGPT then offered to refine the recommendations further if the user provided more information about their circumstances and priorities.

This level of information is beneficial to the user but can be detrimental to your website traffic.

What should businesses do?

AI is something that is going to keep getting larger without the ability to control, so businesses need to embrace it. There are lots of benefits to AI that businesses can optimise their websites for so that you can be appearing in these searches within the platform.

Why do this when we just said this is a negative?

Your business is going to show up in these searches either way. So the only way to beat this is to make your business come up first!

Optimising your website for AI searches

There are several ways businesses can improve their visibility within AI search. 

Create valuable content

As with SEO, valuable content is key when it comes to optimising for LLMs however it is encouraged to be a lot more detailed in this. 

As we mentioned above, LLMs tend to take a search query and then ask you further questions to gather more information from you to get you the top search result you are after. Users will use this tool the most as it is a feature that a standard Google search doesn’t offer therefore, it is crucial that the content you are writing helps LLMs to find your business for the niche dives. 

For example; we asked ChatGPT  ‘Can you help me find a watch for my partner’s birthday?’ 

ChatGPT responded by asking for more information, including our budget, the recipient’s gender, preferred style, purpose and colour. Using these details, it was able to provide much more targeted recommendations. We could then continue refining the search with further preferences, making the results increasingly specific.

This is where businesses have an opportunity. People are no longer only searching for broad products or services, they can ask increasingly detailed questions based on their exact requirements. Your website content therefore needs to provide enough depth for AI platforms to understand not only what you offer, but who it is suitable for and the specific needs you can meet. Detailed service pages, FAQs, blogs, subservice pages, reviews and case studies can all contribute to this. The more useful and relevant information you provide around your area of expertise, the clearer the picture of your business and its specialisms becomes.

Building up your website’s authority

Mentions and references across reputable industry websites, publications, directories and other relevant sources can strengthen your brand’s digital footprint.

Digital PR, high-quality backlinks, expert commentary and original research can therefore complement your strategy. Publishing genuinely useful information also gives other websites and platforms a reason to reference your business.

Make your expertise and services clear

Avoid filling your website with generic content that could apply to any business.

Show genuine expertise through case studies, original insights, statistics, first-hand experience and detailed answers to customer questions. Make it clear who has created the content and why your business has authority on the subject.

Reviews

Reviews can also contribute to how your business is represented online, with ChatGPT and other LLMs sometimes displaying review information alongside business recommendations.  A strong review profile can provide additional evidence of customer experiences with your services. 

Having more five-star reviews does not necessarily mean your business will appear higher or more frequently in AI recommendations. However, a strong and genuine review profile provides useful evidence of customers’ experiences with your services.

It is therefore a good idea to actively encourage clients to leave reviews on Google, as this can be one of the sources used by AI platforms when gathering information about businesses.

Prepare your SEO strategy for AI search

Google still matters, but it’s no longer the only place people search. A modern SEO strategy should combine strong technical SEO and useful content with building your brand’s presence across the wider web.

The goal is to make your business easy to find, whether someone is searching on Google or using an AI platform.