As more people turn to large language models (LLMs) and AI tools alongside traditional search engines, the role of SEO within a wider marketing strategy is evolving. It’s easy to see this shift as a risk to organic performance, but the data tells a different story. There’s a clear opportunity emerging for brands that are ready to adapt.
Traffic from LLMs has grown rapidly over the past year, increasing by more than 300%. For websites where LLM visibility has been a key objective, they're seeing significant momentum too, with traffic growth well over 1000%. While these channels still represent a relatively small share of overall traffic, the trajectory is hard to ignore.
Google’s continued investment in AI-powered search experiences will only accelerate this shift. As AI becomes more deeply embedded into everyday browsing, adoption is expected to rise quickly, reshaping how users discover and engage with content.
So, what does this mean for your strategy?
In reality, the fundamentals of strong SEO remain unchanged. High-quality, authoritative content still does the heavy lifting, and many of the signals that influence traditional search rankings continue to apply within AI-driven environments. There’s no need to overhaul your entire approach.
What is changing, however, is the type of content that stands out.
After years of optimisation, search results have become saturated with similar, consensus-driven content. There’s plenty of information, but very little genuine perspective. This is where LLMs create an opening – they prioritise content that offers real insight, expertise and originality.
That means brands have an opportunity to rethink their approach. Instead of focusing solely on producing more content, the emphasis should be on producing better content – content that adds something new, reflects real experience, and answers questions in a way others don’t.
The brands that succeed in this space won’t be the ones chasing volume or rankings alone. They’ll be the ones bringing clear thinking, credible viewpoints and genuine value to the conversation.
In short, LLMs aren’t replacing SEO. They’re raising the bar.
If you’re rethinking your SEO and GEO strategy in the age of AI, we can help you find the right approach. Get in touch to explore how to strengthen your visibility, create more impactful content, and stay ahead as search continues to evolve.