By Vicky Sidler | Published 7 August 2025 at 12:00 GMT

If your Google clicks are falling but more people are searching for your brand, congratulations—you may be winning the biggest SEO battle you didn’t know you were in.

Welcome to LLM visibility: when ChatGPT, Gemini, Perplexity and friends talk about you without ever sending a click.

Recent research from Semrush says LLM traffic could overtake traditional Google search by 2027. That means AI isn’t just answering questions—it’s shaping buying decisions, often before people visit your site.

TL;DR

• AI tools can recommend you without sending a single click

• Nearly 90% of ChatGPT citations come from results outside Google’s top 20

• LLM visibility is “influence first, clicks later”

• Long-tail expertise is a fast route to citations

• Tracking brand mentions in AI answers reveals hidden growth

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Why Your Analytics Are Lying to You:

In the old days (three years ago), Google → Click → Explore was the norm. 

Now? Ask AI → See mention → Visit later—maybe.

If someone discovers you in an AI answer, they might Google your brand name later or type your URL directly. Analytics logs this as “direct traffic” or “branded search,” so it looks like SEO isn’t working.

Here’s the kicker: almost 90% of ChatGPT’s citations come from pages ranking 21 or lower. While you’re sweating over page one, AI is pulling answers from page three.

The Rise of GEO—Generative Engine Optimization:

Traditional SEO is about deterministic rankings. GEO is about probabilistic mentions—getting named in AI-generated answers because your content nails the question.

SEO: “Where do I rank for keyword X?”

GEO: “Does AI think I’m worth mentioning for this topic?”

Right now, both matter. In future, LLM visibility could matter more.

How to Build LLM-Friendly Authority:

If you’ve been doing good SEO—clear structure, deep expertise, original insights—you’re already 70% there. But here’s how to tip the odds further:

1. Target Long-Tail Expertise:

Instead of chasing “best project management software,” dominate “project management for creative agencies with remote teams.” Niche expertise gets cited more often.

2. Feed the Context:

LLMs look for detailed, specific answers. Include process steps, examples, and industry nuance that generic AI text couldn’t fake.

3. Be Where AI Looks:

Guest post on sites that already rank in your niche—even if they’re not page one. Participate in expert roundups. Share thoughtful comments on high-authority threads.

4. Track AI Mentions:

Tools like Semrush’s AI Toolkit can show where you’re getting cited and how you compare to competitors. Look for branded search spikes in Google Search Console as a proxy for LLM influence.

Why Small Brands Have an Edge:

Big brands move slow. You can publish authoritative takes within hours of a new regulation, trend, or tool launch. LLMs love fresh, relevant content—speed wins here.

Your customers can also boost LLM visibility. A detailed Reddit comment or LinkedIn reply from a happy client can influence AI citations more than a press release.

The Mindset Shift:

Old metric: clicks.

New metric: influence.

Stop asking “How many people visited from Google?” and start asking “How often am I part of the AI conversation?”

LLM visibility is still new, but the fundamentals are the same—create valuable, trustworthy content. The reward is not just rankings, but being the brand AI trusts to answer.

If you want to compete in AI-powered search, your message needs to be crystal clear before you even think about citations.

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