SEO in the Age of LLMs: Why High-Quality Content Matters More Than Ever
Search engine optimisation, SEO, is entering a new phase, where algorithms no longer determine visibility alone, but what also matters is how well content truly serves both the reader and artificial intelligence. Where we once competed over keywords in Google, the winners today are those who produce deep, expert, and genuinely helpful content that works not only in traditional search engines but also in AI tools powered by large language models (LLMs), such as ChatGPT and Perplexity.
Information Retrieval Has Changed
Today, more and more users are turning to AI tools instead of traditional search engines to find answers. Instead of scanning a list of links on Google, users are looking for clear, concise, and expert responses. LLMs do not (at least yet) index all the content on the web as effectively as search engines – instead, they rely on high-quality sources, authoritative brands, and content that genuinely provides added value to the reader.
This shift changes the focus of search engine optimisation: high-quality, reader-focused content is no longer just a competitive advantage – it has become a necessity.
What Works Now and in the Future?
The winners are companies that build their brand through consistent and long-term content creation, highlighting their expertise and thought leadership. This is not achieved through a single blog post, but through a steady stream of insights that speak to your ideal customers in the right way.
Content that builds trust, offers perspective, and stays in the reader’s mind stands out. High-quality content doesn’t just deliver answers – it delivers value that readers (and LLMs) recognise and want to share.
In practice, this means:
- A long-term content strategy based on the brand’s core message and expertise
- Insightful articles and content with depth and a distinctive brand voice
- Multichannel communication from newsletters and social media posts to podcasts
- A clear and trustworthy brand presence, even in the context of AI tools
Which Languages and Channels to Prioritise?
While technical SEO still performs best in English, content that resonates in the audience’s language and cultural context is becoming increasingly important. For international brands, English is often the natural choice, but well-executed content in the local market’s language may be what surfaces in LLM-generated answers.
What matters most is consistency: whatever the language, the content must be high-quality, recognisable, relevant, and aligned with the brand.
The Future Is a Combination of Quality and Visibility
SEO isn’t disappearing, but it’s evolving. LLM tools, AI-assisted information retrieval, and new patterns in search behaviour require better content from companies than ever before. Now is the right time to ask: is our company’s content something an AI would select as an answer to a user’s question, content that stands out for its expertise, usefulness, and credibility?
High-quality, expert, and audience-relevant content doesn’t just improve visibility but it plays a central role in shaping the future of the brand.
