The rise of large language models (LLMs) like ChatGPT is transforming how we search, discover and engage with brands. Traditional search, built on short, keyword-heavy queries and ranking battles is giving way to long-form prompts, contextual understanding and conversational results.
For brands, this means the old playbook will need dusting off and updating.
SEO is only going to get smarter. The fundamentals still matter, but the focus is moving to building authority in a more human, trustworthy way. That means expert-led content, digital PR that drives credibility, and showing up in places that LLMs are trained on like Reddit, Quora and specialist forums.
Google’s own AI-powered search mode is entering the game too, making this not just a ChatGPT shift, but an industry wide transformation.
So, what’s changed?
For years, the aim of the game was keyword, keyword, keyword. Short, stripped-down queries designed to feed Google exactly what it wanted.
Now we’re writing in full sentences, even paragraphs. We’re moving from “best mattress UK” to “I need a breathable mattress that helps with back pain and works for hot sleepers, what should I get?” as consumers know they’ll get better results asking in detail.
Not to mention that sometimes it’s easier to spill everything you’re thinking into the search bar instead of squeezing it into three words.
And this reflects in how people are using LLMs. Not everyone treats them like Google. Many searches are for idea generation, writing support or work tasks, not definitive answers.
That changes how brands need to show up. Content needs to be structured so LLMs can pull from it, while simultaneously feeling human: detailed, engaging and genuinely useful.
Think about what someone might actually ask and the context they are asking in and make your key points easy to find, with the most important information upfront.
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