Search is changing faster than ever. For years, SEO (Search Engine Optimization) has been the foundation of online visibility — guiding how businesses craft content, structure websites, and attract customers. But now, a new era is emerging: one powered by AI-driven search assistants, large language models (LLMs) like ChatGPT, and generative search platforms that don’t just find information — they create it.
This shift has given rise to two new disciplines every marketer needs to understand: LLMO (Large Language Model Optimization) and GEO (Generative Engine Optimization). Together with traditional SEO, they form a modern trinity of digital visibility.
Let’s break down what they mean — and how your business can get ahead.
SEO: The Foundation of Visibility
At its core, SEO is still the engine that drives discovery. It’s how Google finds and ranks your website among billions of others. From optimizing keywords and meta descriptions to improving site speed and backlinks, SEO ensures that when someone types a query, your business shows up.
But here’s the catch — search behavior is evolving. People no longer rely on Google alone. They’re asking AI assistants, chatbots, and voice-driven systems to find answers instantly. Instead of clicking through ten links, they expect one conversational result.
That means your SEO work now feeds not only Google, but also AI search models like ChatGPT, Gemini, and Perplexity — tools that increasingly read, summarize, and recommend your content.
What Is LLMO (Large Language Model Optimization)?
LLMO is the next evolution of SEO — and it focuses on how AI models interpret your brand’s information.
Instead of optimizing for Google’s search crawlers, you’re now optimizing for language models like ChatGPT, Claude, or Gemini. These systems don’t just “index” — they learn, summarize, and synthesize.
Think of it like this:
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SEO helps Google find and rank you.
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LLMO helps AI assistants understand and recommend you.
LLMs scan your website, social media, and brand mentions to form a “semantic understanding” of who you are and what you offer. When someone asks, “What’s the best digital marketing agency in California that specializes in SEO and AI?” — the model may generate an answer that includes your business if your digital footprint is LLM-friendly.
To optimize for LLMs, use natural, conversational language. Answer questions directly and structure content around “who, what, how, and why.” Publish transparent, fact-based content, strengthen your entity presence with structured data and consistent business information, and engage across multiple channels.
Essentially, LLMO turns your brand into structured knowledge — easily digestible by machines and understandable by people.
What Is GEO (Generative Engine Optimization)?
While LLMO focuses on AI understanding, GEO focuses on AI generation — how your content gets used or cited inside AI-generated responses.
Generative engines like ChatGPT Search, Perplexity.ai, and Google’s AI Overviews don’t just show web results — they create original answers synthesized from existing sources. GEO ensures your content becomes part of that answer.
Imagine a user asks:
“What’s the best strategy for ranking on AI-driven search engines?”
If your business has published a blog explaining SEO, LLMO, and GEO in clear, insightful language — these engines might use your content to build that response, possibly even citing you directly.
To optimize for GEO, focus on niche expertise and topical authority. Write for humans first and AI second, using clear structure and depth. Implement schema markup, monitor where your content is being cited, and create long-form, original content that demonstrates your authority.
In short, GEO is about teaching AI systems to use your insights — not just index them.
Why These Three Strategies Work Best Together
SEO, LLMO, and GEO aren’t separate silos — they’re layers of a single ecosystem.
Here’s how they interact:
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SEO builds your technical and keyword foundation.
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LLMO ensures your brand language is readable and relevant to AI.
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GEO ensures your insights are used and surfaced inside AI-generated answers.
Businesses that understand this full stack — from Google algorithms to AI reasoning — will dominate the next decade of search.
It’s no longer enough to optimize for Google alone. The next generation of visibility is about teaching both humans and machines who you are.
The Future of Search Is Conversational
Soon, you won’t need to type “best winery in Lodi” or “SEO agency near me.” You’ll just ask your AI assistant — and it will reply conversationally, citing a few trusted brands.
Those trusted brands will be the ones who’ve mastered SEO, LLMO, and GEO.
SEO gets you discovered.
LLMO gets you understood.
GEO gets you mentioned.
If you want your business to show up in the new search ecosystem — across ChatGPT, Google’s SGE, Perplexity, and beyond — the time to adapt is now.
Leading the Next Wave of Digital Optimization
The evolution from SEO to LLMO and GEO marks a massive shift — from optimizing for search results to optimizing for AI comprehension and generation.
The question isn’t whether these technologies will change how people find you — they already are. The question is: will your business be visible in the age of AI search?
Make Waves Design helps businesses stay visible in the AI era — where traditional SEO meets next-generation optimization.