Demystifying Digital: Making the Most of LLM Search Functionality

AI-powered tools like ChatGPT and Perplexity are transforming how people discover information and products. With ChatGPT’s new ‘SearchGPT’ feature and Perplexity’s rapid growth AI-driven search is clearly here to stay. These tools go beyond traditional search engines, delivering conversational answers collating information from various sources. I love using both tools in day to day life (recent examples from just this weekend, researching city breaks and child car seats!)

Key Things You Should Know

• LLM-Based search is expanding and changing quickly
  ChatGPT and Perplexity have seen substantial user growth, with ChatGPT now at 250 million weekly users. AI-driven search tools are attracting increasing global traffic and are challenging traditional search engines.

• How LLMs gather information
  These models pull from publications, scientific studies or public records, sometimes real-time web data and social media (depending on the platform).

• SEO is shifting
  Traditional SEO focused on keyword density and backlinks is less effective. Instead, prioritise high-value content that answers real questions, using natural language and multimedia assets (videos, infographics) to maintain visibility.

• AI is changing buyer behaviour
  With more people conducting their research using these platforms, and direct product suggestions and comparisons appearing as search results, consumer decision-making is changing (again).

What Should We Do About This?

1. Create conversational content that meets specific user needs
   AI-powered tools favour content that directly answers questions in a conversational tone. Focus on “how-to” guides, FAQs and product comparisons to anticipate user queries and deliver value AI models can pick up.

2. Invest in social proof across platforms
   AI search tools use social proof, like customer reviews and testimonials. Encourage feedback on Google, social media and other review sites. Influencer partnerships can also enhance how AI models perceive you.

3. Use structured data for better AI indexing
   Implement schema markup on your site for product details, prices, reviews, and multimedia. Structured data helps AI understand and represent your brand more effectively.

4. Stand out with visual content
   AI models increasingly index visuals, so invest in high-quality images and videos that are engaging, relevant and informative.

5. Monitor AI Trends and Test New Tools
   Stay flexible and informed as AI search evolves. Monitor new tools like Perplexity, use them! Assess their impact on your digital strategy.

This Month’s To-Do List:

1. Audit Content: Identify gaps and add or update “how-to” guides, FAQs and comparison pages.

2. Implement Schema Markup: Optimise product pages and reviews for AI indexing.

3. Build Social Proof: Actively gather reviews and testimonials to strengthen your credibility in AI search.