Search is changing fast — and so is how people discover content online. AI-driven tools like ChatGPT are cutting into traditional website traffic, pushing businesses to rethink how they design and optimize their digital presence. I saw this shift up close during a recent website redesign and brand refresh.
In the past, redesigning a site meant focusing on user experience, brand storytelling, tailored content and SEO. This time, another factor came into play: large language model optimization (LLMO).
This isn’t a distant concern. AI-generated answers, zero-click searches and shrinking organic traffic are already reshaping strategy. That makes it critical to approach redesigns — and digital strategy in general — with this new reality in mind.
Here’s what I’ve learned about adapting to AI-driven search and the steps you can take to ensure your website stays visible and effective.
How AI is changing the landscape of search
AI is transforming how people search for and consume information online. This shift is fundamentally altering how brands think about digital strategy. Traditional reliance on organic traffic is starting to shrink as user behavior evolves.
Organic search traffic is projected to drop by more than 50% by 2028, and the impact is already visible.
Nearly 60% of Google searches in the U.S. end without a click, as users find answers directly on the results page.
Google’s AI-generated summaries — now appearing in 33% of searches — reinforce this shift by delivering quick responses that reduce the need to visit individual sites.
Generative AI tools like ChatGPT are accelerating the change. With over 800 million weekly active users turning to it for search-like queries, the traditional funnel is shrinking. People complete more research within search environments, skipping steps that once drove website visits.
But it’s not all bad news. Visitors from AI-powered search engines are 4.4 times more likely to convert than users from traditional search methods. That’s a massive opportunity for brands that can adapt.
By 2027, over 90 million U.S. adults are expected to rely on generative AI as their primary search tool, up from 13 million in 2023. ChatGPT-related domains saw 6 billion visits globally in May 2023, with steady double-digit growth projected year over year.
The implications for brands are clear: AI-driven search is rewriting the rules of engagement. Visibility is no longer just about clicks — it’s about earning trust and being cited where audiences find answers.
Dig deeper: Traditional search still dominates, but AI is making gains in the U.S. and Europe
Traditional SEO vs. LLM optimization
The stats above make one thing clear: LLM optimization is essential. AI-driven search is reshaping how people find information, and websites need to keep up.
Zero-click searches and AI summaries mean fewer people visit traditional organic results, so businesses need to adjust how they appear online. It’s no longer just about ranking on Google — it’s about ensuring your site is trusted and cited in AI-generated answers.
As search behavior changes, it’s easy to see how traditional SEO and LLM optimization differ. SEO is about climbing the rankings on search engine results pages (SERPs). On the other hand, LLM optimization focuses on being a go-to source that AI trusts and uses in its responses.
Here’s a simple breakdown of these key differences:
While traditional SEO remains a cornerstone of online visibility, optimizing for LLMs is now critical to ensuring your content appears in AI-driven search results. Businesses embracing this hybrid strategy will secure a competitive advantage in conventional and AI-powered search environments.
5 effective strategies to optimize your website for AI and LLMs
Now that we’ve explored the distinction between SEO and optimizing for LLMs, let’s dive into strategies to ensure your content ranks well and becomes a trusted source for AI-generated answers. These techniques will help you maximize visibility in the ever-evolving search landscape.
1. Focus on structured and relevant content
Creating clear, well-structured content is essential for AI systems and users alike. Here’s how:
Use FAQ Schema: Use a structured FAQ schema to address common queries concisely and improve AI readability.
Organize content clearly: Use headings, subheadings and bullet points to enhance scannability and avoid text blocks.
Cover topics in depth: Fully address user intent with comprehensive, user-centered content that covers strategies, challenges and examples.
2. Strengthen your technical SEO
A strong technical foundation ensures your website is discoverable by search engines and AI systems.
Improve crawlability: Maintain a clean robots.txt file, submit updated XML sitemaps and keep critical pages accessible.
Enhance website performance: Optimize image sizes, enable caching and ensure mobile-friendliness for faster load times.
Fix broken links: Regularly audit for broken links, outdated pages and use 301 redirects to retain traffic and link equity.
Dig deeper: New content strategies for handling AI-powered search
3. Emphasize semantic search optimization
Modern AI prioritizes user intent and contextual understanding over simple keyword matching.
Focus on topic clusters: Group related content under themes and link to subtopics for better structure and authority.
Implement structured data: Use schema markup to highlight key elements like reviews, authors and how-to guides.
Write for natural language: Optimize for conversational queries and include synonyms naturally in your content.
4. Keep content fresh and accurate
Regularly updated content ensures reliability, helping AI systems trust and reference your site.
Refresh older content: Update outdated materials with the latest data, trends and insights.
Monitor trends: Use tools like Google Trends to identify and address emerging questions early.
Archive irrelevant content: Remove outdated or inaccurate content to maintain credibility.
5. Build brand authority
Earning authority ensures your content gets recognized by AI as a trustworthy source.
Acquire quality backlinks: Build relationships with reputable sites and publish original studies to secure backlinks.
Highlight expertise: Showcase credentials in author bios and follow E-E-A-T principles to boost credibility.
Monitor AI mentions: Audit brand representation in AI content and address inaccuracies promptly.
Ready to thrive in the age of AI-driven search? These actionable strategies will help your website stand out and build trust with search engines and your audience.
Dig deeper: GenAI must win consumer trust if it is going to transform search marketing
The future of search and your website
Traditional SEO alone won’t cut it anymore. To stay relevant and competitive, brands must shift their focus to creating structured, authoritative and niche-driven content that meets the demands of AI-powered search.
Brands that embrace these changes will thrive in the evolving digital landscape. AI and large language models are reshaping how people discover information online, and this transformation is opening the door for smaller, agile brands to compete on equal footing with industry giants.
The future of search is already here. By creating high-quality, trustworthy content and adapting your strategy to AI-driven search, you position your brand to lead.
Fuel up with free marketing insights.
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. MarTech is owned by Semrush. Contributor was not asked to make any direct or indirect mentions of Semrush. The opinions they express are their own.