How to Rank Higher in AI Search Queries and LLMs

A few months ago, a client sent me a frantic email at 9:42 PM.

“I asked ChatGPT to recommend businesses like mine… and it didn’t mention me. Not even once. Is my website broken?”

(Spoiler: it wasn’t broken. It just wasn’t optimized.)

Welcome to the new frontier of search, where it's not just Google you need to impress, but language models like ChatGPT, Gemini, and all their AI-powered cousins. If your brand isn’t showing up in AI search queries, it doesn’t mean you’re doing anything wrong — it just means you haven’t started thinking about LLM optimization yet. Welcome to the new frontier of search, where it's not just Google you need to impress, but language models like ChatGPT, Gemini, and all their AI-powered cousins. If your brand isn’t showing up in AI search queries, it doesn’t mean you’re doing anything wrong — it just means you haven’t started thinking about LLM optimization yet.

So let’s change that, shall we?

What Even Is an LLM — and Why Should You Care?

First things first: LLM stands for Large Language Model. That’s the tech behind tools like ChatGPT, which use massive amounts of data to understand and generate human-like language. These models don’t search the web like Google — they pull answers based on patterns they’ve “learned” from tons of content.

So when someone asks an AI, “What’s a good budget-friendly skincare brand in Canada?”  You want your brand to be part of the answer.

That’s where LLM optimization comes in — making sure your content is clear, helpful, and structured in a way that AI tools understand, retain, and recommend.

LLM Optimization vs. SEO: Are They the Same Thing?

Not quite — but they’re close cousins.

Traditional SEO is all about ranking on search engines. LLM optimization is about getting picked up by AI tools that summarize and suggest information (without always linking directly to your website).

While SEO cares about keywords and backlinks, optimizing your website for LLMs means thinking about clarity, authority, and helpfulness. TL;DR: LLMs love clean, human-first content.

How to Optimize Your Website for LLMs (Without Needing a PhD in AI)

Alright, here’s the good stuff — no tech overwhelm required. These are the core things we’re doing for clients who want to show up in AI search results:

Answer Real Questions

Create content that directly answers common client questions in a clear, conversational way. Think: FAQs, “how to” blog posts, and explainer content. LLMs love content that feels like a friendly, helpful human wrote it (because that’s what they’re trained to replicate).

Use Natural Language (Not Keyword Stuffing)

Gone are the days of awkward keyword cramming. Instead of writing “Eco, skincare, Canada, best,” write, “We’re an eco-conscious skincare brand based in Canada, helping people feel good in their skin and about their impact.”  See the difference?

Structured, Scannable Formatting

Break things up with headings, bullet points, and clean formatting. AI tools digest content in chunks — so the easier you make it to scan, the more likely it is to be pulled in.

Establish Topical Authority

Create a content ecosystem. One blog post on “how to create a capsule wardrobe”?  Great. Ten posts on styling basics, closet organization, and fabric care? Now we’re talk'in. LLMs notice when you consistently show up in a niche.

Use Schema and Metadata (Gently Nerdy, But Powerful)

Structured data like schema markup helps AI and search engines understand what your page is really about. It’s like giving your content a name tag at a very busy party.

The Goal: Be the Brand AI Remembers (and Recommends)

This isn’t about trying to “game” the system — it’s about making sure your content is the kind AI can trust. Whether it’s ChatGPT recommending service providers or voice assistants reading your blog post aloud, LLM optimization puts your content in the conversation.

And the best part? These strategies improve your human audience’s experience, too. Helpful, clear, organized content wins hearts across the board.

Want to Be AI-Friendly and Human-Loved?

If your brand isn’t showing up in AI-powered answers (yet!), you’re not alone. But now’s the time to adapt. Whether you need help writing content that’s LLM-friendly, optimizing your site structure, or planning a full strategy, we’ve got you.

Click here to chat with us about LLM optimization. Let’s get your brand into the AI spotlight — where your future-forward businesses belong.