Does SEO Still Matter When LLM chatbots Take Over Standard Search?

Many people claim that SEO is “dying” and that large language model (LLM) chatbots are already taking over how we find information.

I’ve watched these debates unfold from my vantage point in marketing, and I get it: who wants to scroll through 10 links when ChatGPT or Bard can give you a short answer?

But does that mean SEO is over? My experience says no. Below, I explain why the changes in search only increase the need for solid SEO practices.

I list 13 reasons why tuning your content for both LLM chatbots and search engines remains essential. Let’s dig in.

Why New-Style Search Doesn’t Kill SEO

Before sharing strategies, here is why SEO is still important even with new AI chatbots.

LLM Chatbots Need Source Material

AI does not create answers from nothing. It uses well-organized, quality content to generate answers.

If your site lacks good SEO basics (like content centered around users and a clear structure), it will likely be overlooked or not cited by the LLM. ChatGPT and Perplexity rely on material from well-optimized websites for references and details.

People still search the usual way, let’s be honest: while ChatGPT is fun to use, most people still prefer Google for a quick answer.

Google holds about a 90% market share, and even if that number drops, it will not disappear overnight. Many users instinctively use Google, so solid SEO practices continue to drive traffic.

AI Overviews Don’t Remove Standard Results

Google’s AI Overview might lower some organic clicks, but it does not take over the whole search results page. Users still choose to compare options, see different viewpoints, or read more details.

Good SEO helps your site appear in spots beyond the very first result. It also increases the chance of appearing in highlighted snippets or being cited by the AI Overview.

Not Everyone Switches to AI Tools Immediately

I have spoken to small business owners who have not tried ChatGPT. Some stick with their traditional search routines, and others only recently adopted voice search.

Change occurs slowly, so ignoring classic SEO means missing out on a significant portion of potential visitors.

13 Reasons Why SEO Is Not Dead and How It Ties into LLMO

Below are the 13 main reasons to maintain strong SEO practices, along with how these principles connect with optimizing for LLMs.

Reason 1: LLMs Rely on Established Sources

• LLMs tend to refer to recognized experts, websites, and references.
• SEO Benefit: Building a robust domain reputation through quality backlinks and content increases trust signals.
• LLMO Tie-in: ChatGPT and Perplexity often mention websites that perform well in standard search.

Reason 2: Technical SEO Benefits Both Search and AI

• SEO Benefit: Tools like sitemaps, structured data, and fast-loading pages are key for proper indexing.
• LLMO Tie-in: If your site is slow or hard to crawl, AI tools might skip over it. It is important that your site is easy to crawl.

Reason 3: High-Quality Content Gets Noticed by AI

• SEO Benefit: Good content built on experience, expertise, authoritativeness, and trustworthiness attracts attention.
• LLMO Tie-in: AI systems prefer websites that offer detailed and well-organized information.

Reason 4: A Clear Keyword Approach Improves Visibility for LLMs

• SEO Benefit: Well-chosen keywords help signal what users are looking for; using them throughout titles and text improves ranking.
• LLMO Tie-in: LLM chat tools pick up on context. When your site uses the right terms while addressing user needs, the LLM sees your site as a reliable source.

Reason 5: AI Overviews Cite Niche Experts

• SEO Benefit: Becoming a trusted resource in your niche can secure top search positions.
• LLMO Tie-in: Specialization also catches the attention of chatbots. If your site covers a topic in-depth, an AI tool might recognize it as the expert source.

Reason 6: Local Search Remains Important

• SEO Benefit: For local businesses, appearing in the local search pack and drawing in nearby customers is key.
• LLMO Tie-in: Many AI chat tools refer back to local search indices or map data for queries. Without local SEO, your business might become invisible to those users.

Reason 7: Users Often Double-Check AI Answers

• SEO Benefit: Ranking high boosts a brand’s credibility; users tend to trust well-ranked search results.
• LLMO Tie-in: Even if an AI tool mentions your brand, people may still turn to search engines to verify the details. If your SEO is weak, they might not find the official information they seek.

Reason 8: Detailed Content Stands Out

• SEO Benefit: Comprehensive, well-written guides typically outrank shallow content.
• LLMO Tie-in: AI-generated responses can be broad and sometimes miss important details. When users want more information, a detailed post can make the difference.

Reason 9: Fresh Content Is Valued by AI Tools

• SEO Benefit: Regularly updating content can give you a boost in search rankings.
• LLMO Tie-in: Tools like ChatGPT are starting to pull in newer articles through data retrieval, so recent updates can help maintain your presence.

Reason 10: Search Data Informs Better Marketing

• SEO Benefit: Search queries reveal how people talk about their issues, providing insight into their needs.
• LLMO Tie-in: By using SEO data, you can create content that fits well with both regular search users and those relying on AI tools.

Reason 11: On-Page SEO Helps AI Interpret Content More Clearly

• SEO Benefit: Using clear headings, meta tags, alt text, and structured data assists search engines in understanding your content.
• LLMO Tie-in: These same details help AI tools pick out the relevant facts and figures, resulting in more accurate references.

Reason 12: Different Chatbot Platforms Rely on Varying Engines

• SEO Benefit: Since Bing and Google rank pages differently, many brands optimize for both.
• LLMO Tie-in: With ChatGPT often backed by Bing and other tools using Google’s index, strong SEO across several platforms remains important.

Reason 13: Combining Search Ranking and AI Mentions Boosts Visibility

• SEO Benefit: Appearing in standard search results builds brand awareness.
• LLMO Tie-in: If AI tools mention you and you also rank well, this extra exposure reinforces your brand’s reliability.

What About the Non-AI Users?

Even with all these innovations, many people continue with familiar habits. For example, my aunt still types “facebook.com” into Google to reach Facebook.

This is common among less tech-inclined users and older demographics who stick to the routines they developed years ago.

For these users, SEO is very much in play. If you switch your strategy to focus only on AI tools, you risk losing the steady traffic from familiar search engines.

Though search methods change, the classic results page remains crucial for attracting leads, building a brand, and driving conversions.

Some experts suggest that the traditional search results are fading. In my experience, the basic search results do not disappear overnight—just as it took time for mobile searches to outpace desktop ones. While more people may gradually use AI tools in the future, the shift is gradual.

Our LLM + SEO Best Practices Checklist

Below is a short table with essential tasks that connect core SEO with LLM optimization.

FAQ

What if ChatGPT already gives my audience the answer without them visiting my site?

Sometimes that happens. However, the answer is usually not so detailed that someone wouldn’t want more information. When your brand is mentioned repeatedly, visitors might still click through. Besides, some topics demand a full explanation that goes beyond a short answer.

Do I need to rewrite all my site content for use with AI?

No. Still, reviewing key pages for a clearer structure and more accurate data could be helpful. It is also a good idea to update older posts that might contain outdated information and verify facts.

How do I measure if my brand is mentioned by AI tools?

Start with manual searches for your brand name. There are emerging analytics tools aimed at tracking LLM citations, though the technology is still in early stages. You can also keep an eye on changes in direct traffic, brand search volume, or mentions on external sites.

Is link building still relevant with AI-powered search?

Yes. High-quality backlinks continue to serve as a top sign of trust for both search engines and AI references. It is not just about ranking well; having several mentions from trusted sources helps AI mark your brand as reliable.

Should I focus only on ChatGPT or also consider Google’s AI Overviews, Perplexity, etc.?

Different AI tools use different search engines (for example, ChatGPT often uses Bing while Perplexity might use Google along with real-time data). A strategy that covers several search engines prepares you well for various AI applications.