Search Is Changing. Are You Ready for the LLM Shift?

Scott Wassmer, our Global President, unpacks how large language models are redefining search—shifting user behavior toward AI-generated answers and challenging traditional SEO. In his latest blog, he shares how businesses can adapt to stay visible and relevant. You can also find it on LinkedIn here.

In the last few months, I've had a growing number of conversations with clients about a change that's quietly creeping into their digital strategy, and it will have significant implications for how we think about content, SEO, and user engagement.

We've all been laser-focused on search engines for years, optimizing pages for Google, climbing the SERPs, and refining PPC campaigns. And that's all still important.

But here's what's changing:

Large Language Models (LLMs), tools like ChatGPT, Claude, and Gemini, reshape how people find and consume information online. They're becoming the new gateway, and while they haven't overtaken search yet, they're on a fast trajectory to disrupt it in a big way.

According to Gartner, search volume through traditional engines could drop by 25% by 2026. That's not a distant trend—it's right around the corner.

Why This Matters Right Now

Search engines like Google still dominate traffic referrals for most websites. Google alone can account for 40–70% of inbound traffic, depending on your industry. But LLMs are gaining ground. Fast. Users increasingly use tools like ChatGPT for quick answers, clear summaries, or recommendations. And here's the key: those answers often don't require a click. They're delivered right inside the AI chat window.

This is a "zero-click" interaction — a significant shift in behavior. Users get what they need without ever visiting your site.

That creates two significant challenges:

1. You might lose traffic, even if your content is powering the answers.
2. You might not know it's happening because LLMs often don't pass precise referral data into your analytics.

So, while traditional SEO metrics might look fine today, the actual user journey is shifting — and it's happening behind the scenes.

LLMs vs. Search Engines: What's Changing?

Discovery is evolving

People aren't just "Googling it" anymore; they're asking it. And "it" is increasingly an AI assistant.

Instead of digging through links and comparing articles, they expect the AI to summarize, evaluate, and recommend — in plain language, in seconds.

Less browsing, more answering

When an LLM provides a direct answer, the need to visit a site drops, which reduces browsing behavior and shrinks opportunities for engagement, lead capture, and brand exposure.

Analytics aren't keeping up.

LLM-driven visits (like from ChatGPT's browser tool or Bing's AI sidebar) are often categorized as direct traffic or may not appear in analytics at all. That means many businesses are underestimating the true impact of these tools.

So… What Can You Do About It?

When I'm working with marketing and tech leaders, the key question I try to help them answer is:

"How can we stay relevant and visible — even when users aren't landing on our site?"

Here are the top areas I'm advising clients to focus on:

1. Make Your Content LLM-Friendly

You're not just writing for humans anymore; you're writing for AI models that summarize, synthesize, and quote your content.

To do that effectively, they need content that's:

• Clear and structured — Short paragraphs, strong headings, and well-defined sections
• Direct and answerable — If someone asked a question in plain English, could your content answer it without fluff?
• Consistent in terminology — Repetition helps LLMs understand the topic and associate your site with expertise.

Think about adding FAQ sections, using bullet points, and building content hubs around key themes you want to own.

2. Double Down on Authority and Original Thinking

One thing LLMs tend to prioritize is trusted sources. They're more likely to draw from content that demonstrates credibility and depth.

Here's what that looks like in practice:

Publish original research or unique POVs that can't be found elsewhere
Get cited in credible outlets, industry blogs, and reputable directories.
Build firm backlink profiles and social signals that reinforce your brand's authority.

If you're saying the same thing as everyone else, you'll blend into the background, and LLMs might never surface your voice.

3. Rethink SEO for the AI Era

SEO isn't dead. Not even close. But it is evolving.

While keyword targeting and meta optimization still matter, semantic relevance and answerability are the new frontier.

That means:

• Creating topic clusters instead of isolated keyword pages
• Using natural language and clear definitions that LLMs can easily digest
• Optimizing for conceptual depth, not just search intent

Also, don't forget schema markup. Structured data helps LLMs understand context and relationships between entities, making your content more likely to be cited in an AI-generated response.

4. Monitor the Right Metrics

You might miss the most critical signals if you're only watching organic traffic.

Start looking at:

• Direct traffic patterns — sudden increases from sources like chat.openai.com or bard.google.com can be telling.
• Brand search volume — an uptick here might indicate visibility inside LLMs, even if traffic doesn't follow
• Citation tracking — tools like SparkToro or BuzzSumo can help monitor where your brand is mentioned across the web (and potentially ingested into LLMs)

We're entering an era where influence might matter more than clicks, and you must measure accordingly.

5. Reframe What "Engagement" Looks Like

If users interact with your content through an LLM rather than your site, you must think differently about the brand experience.

Ask yourself:

• Are we building assets that can stand on their own when paraphrased?
• Do our calls to action, messages, and language come through clearly, even out of context?
• How are we nurturing awareness outside the walls of our site — on platforms, in communities, and inside AI interfaces?

Some Final Thought: This Isn't a Threat — It's a Shift

I don't believe LLMs will "kill" websites or make SEO obsolete. But we're shifting significantly how people discover and engage with information online.

That means businesses—especially those with strong content and search strategies—need to stay ahead of the curve.

If you're a marketing or tech leader, now's the time to:

• Audit your content for LLM readability
• Adapt your SEO strategy for AI discoverability.
• Build visibility beyond just clicks and pageviews.

This isn't a wait-and-see situation. The change is already here. The brands that adapt early will own the conversation—whether on a website, in search results, or inside an AI's response.

If you're exploring how to evolve your digital strategy in the age of LLMs, I'd love to chat. I'm helping clients navigate this shift, and there's no one-size-fits-all solution — but there are patterns and playbooks that work.

Let's stay ahead of the curve.