LLM SEO: Navigating the Future of Search
With SEO Strategist, Rex Camposagrado
Tell me a little about yourself. What achievement in your career are you most proud of, and why?
I’m an SEO strategist, and I have over 25 years of experience helping businesses grow their online presence through technical SEO and content strategy. One achievement I’m especially proud of is winning the BrightEdge Edgies Award in 2018 for SEO Performance & Results. I beat out 200 nominees from Fortune 100 companies to large agencies—it really validated the impact of my work on a national stage.
What is LLM SEO (also referred to as GEO)? How does it differ from traditional SEO approaches?
LLM SEO, or Generative Engine Optimization (GEO), focuses on optimizing content for AI-driven search results like Google’s AI Overviews and ChatGPT [and other LLMs] responses, whereas traditional SEO focuses on ranking in the classic search listings.
A big misconception is that LLMs make traditional SEO and marketing irrelevant.
What are some misconceptions companies have about how LLMs are impacting SEO and marketing in general?
A big misconception is that LLMs make traditional SEO and marketing irrelevant. In reality, strong fundamentals like authority, structured data, quality content, and E-E-A-T are still what get you cited in LLM responses. You also still need to have high-quality content and strong SEO to be seen in LLM responses.
Another misconception is assuming LLMs drive traffic like organic search, when the value is often in brand visibility and trust. Users will get their information from LLMs (Top of the funnel). But, when they decide to come to the website, [they will have high intent and be] ready to buy (bottom of the funnel) making conversion rates higher.
Where have you seen businesses stumble in adjusting to search-based marketing in the era of LLMs? Are there any notable successes you’ve seen so far?
Many assume that optimizing solely for traditional rankings, like targeting “top 10 organic results,” is enough. AI Overviews now show at the top of nearly 1 in 5 Google searches and can cut clicks by up to 79%. In May 2025, ChatGPT reached 800 million users.
[So far] the winners are brands using clear, structured content with schema markup and FAQs to get cited in those Google AI Overviews and in LLMs like ChatGPT. I’ve been working on lawsonproducts.com, and I have been optimizing for LLM SEO for the past 8 months. [The frequency of AI] SERP features, such as Google AI Overviews and ChatGPT searches increased 176% over that time period.
With LLM SEO, success isn’t just rankings—it’s being cited in AI answers.
How should businesses measure success with LLM SEO? What tools or methods seem to be the most effective so far?
With LLM SEO, success isn’t just rankings—it’s being cited in AI answers. Tools like BrightEdge’s [AI Catalyst] help track AI Overview visibility, while SEMrush measures traffic shifts and gaps. Pair that with schema markup, FAQs, and concise content, and you can see both direct clicks and brand visibility gains.
In your opinion, what are the most promising applications of AI in SEO today?
The biggest impact of AI on SEO today is scaling content optimization and automating technical tasks. This frees teams to focus on strategy and growth.
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What are some changes you’re seeing in local or geographically based searches, and how can companies adjust?
[I’m seeing Google AI] Overviews and heavier reliance on Google Business Profiles. Companies that fully optimize Google Business Profiles, use schema, and add clear local signals are the ones gaining visibility.
Any guesses as to what the future of SEO optimization might look like over the next five years?
Over the next five years, SEO will shift from chasing rankings to optimizing for visibility in AI-driven answers across Google, ChatGPT, and other platforms. Success will depend on structured data, authority, and brand signals that LLMs trust. Tools will increasingly automate technical tasks, so strategists can focus on content quality, E-E-A-T, and multi-platform search visibility.
Over the years, how have you seen SEO evolve, and what skills remain “timeless” for success in the field?
SEO has shifted from keywords to user intent and AI-driven search. But timeless skills like [the ability to produce] quality content, authority, and technical SEO still drive success.
What advice would you give aspiring SEO professionals and marketers who are anxious about the ongoing impact of AI on marketing?
Don’t fear AI. Use it to automate the busywork so you can focus on strategy, creativity, and the timeless SEO fundamentals that still drive results.
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About Rex Camposagrado
Rex Camposagrado is an award-winning SEO strategist. He has over 25 years of experience helping businesses grow through search optimization and digital marketing. He is a 2018 BrightEdge Edgie Award winner for SEO Performance & Results, recognized among 200 nominees from Fortune 100 companies and leading agencies. With an MBA in Digital Marketing and a BS in Communications, Rex has driven measurable growth across eCommerce, financial services, higher education, and healthcare. He specializes in blending traditional SEO fundamentals with AI-driven strategies to increase visibility, traffic, and conversions.