I’ve been running a little experiment over the past few months—typing the exact same queries into Google and ChatGPT to compare the results. The results prove to me that search has changed forever.
When I asked “what’s the best approach for financial content marketing,” Google served up its familiar lineup of blue links (many from the usual suspects). ChatGPT, however, gave me a concise, thoughtful answer that synthesized multiple perspectives and even acknowledged different approaches for various financial sectors.
It was faster and it was fundamentally more useful. The comparison reminded me of asking for directions at a gas station versus consulting with a local guide who knows exactly where you’re trying to go.
I’ve been thinking about how dramatically the search landscape is shifting beneath our feet. Remember when we’d stuff keywords into meta descriptions and celebrate moving up three spots in search rankings? Those days feel increasingly like relics of a simpler time—like flip phones or dial-up internet.
(I’d actually give flip phones a shot again, but that’s for a different newsletter)
The Evolution Has Already Begun
Search is going through its third major transformation, and each one has fundamentally changed how we connect with audiences:
- 2000s: Keywords dominated everything. (Remember the days of white text on white backgrounds? Yikes.)
- 2010s: User intent became the focus as Google got smarter about what people actually wanted.
- 2024+: Direct questions and answers are taking center stage—less about links, more about conversations.
This isn’t just us theorizing. According to recent Gartner research published in January 2025, we’re looking at a 25% drop in traditional search engine use by 2026 and a 50% reduction in organic traffic by 2028.
ChatGPT alone sees 2.63 billion visits monthly—with users spending an average of 6 minutes per session. For comparison, typical Google search sessions last under 2 minutes. People are searching differently and they’re having entirely different experiences with information discovery.
From SEO to LLMO: What’s Actually Changing
Large Language Model Optimization (LLMO) represents a fundamental shift in content strategy that reminds me of the transition from print to digital—it’s that significant.
Here’s what that shift looks like in practice:
Traditional SEO
- Keywords (“best content marketing platform”)
- Multiple clicks to find answers
- Generic results requiring filtering
LLM Optimization
- Questions (“Which content platform works best for financial services?”)
- Direct, comprehensive responses
- Personalized answers that consider your specific context
Our research and client experiences have shown that AI search success relies on four key elements:
- Authority – The days of anonymous content are numbered; readers and AI systems favor content with real, credentialed authors.
- Real-Time Data – Static content is becoming the new bounce rate; fresh, regularly updated information gets prioritized.
- Question-Answer Content – Content structured around direct questions that mirror how people actually ask things performs better.
- Verified Citations – Trust signals are the new backlinks; multiple sources and cross-referencing validate information.
What LLM Optimization Success Looks Like
We recently worked with CloudFix, a company managing over $1 billion in AWS spending for enterprise clients. Despite their expertise, they were struggling with visibility in a crowded market. Sound familiar? It’s a challenge we see with many of our clients.
Their LLMO implementation included restructuring content around common AWS cost questions, establishing their leadership team as verified experts, integrating real-time AWS pricing data, and implementing rigorous citation frameworks.
Within four weeks, they secured the #1 position in Perplexity results for enterprise AWS cost queries. Now, 32% of their new consultation requests specifically mention finding them through AI-powered search—an entirely new client acquisition channel.
This isn’t an isolated success story. Across industries, from financial services to healthcare to technology, we’re seeing similar patterns with clients who embrace LLMO strategies early.
Why Starting Now Creates a Competitive Edge
Here’s something important we’ve discovered: The LLMO landscape has a timing advantage that creates a window of opportunity for early actors.
Think of it like the early days of social media—remember when organic reach on Facebook was astronomical before the algorithm changes? We’re in a similar moment with AI search:
- Content optimized for web-connected AI platforms (like Claude with browsing or Perplexity) can begin showing results in 2-4 weeks
- But, content targeting standard LLMs without internet access may take 6-12 months to appear in training data refreshes
This asymmetry creates a rare opportunity—brands implementing LLMO strategies now can establish authority before the space gets crowded.
Five Steps to Implement LLMO (That You Can Start Today)
- Audit your current content – Identify what’s working in traditional search that can be adapted for AI discovery:
- Which existing pages answer specific questions?
- Where does your authority shine through?
- What content contains unique insights AI systems would value?
- Map the questions your audience is asking – Beyond keywords, catalog the actual questions your customers ask:
- Review customer support tickets and sales calls
- Analyze community forums and social media
- Survey your sales and customer success teams
- Establish credible authority signals – Expertise matters more than ever:
- Highlight your team’s credentials and experience
- Create contributor guidelines that emphasize expertise
- Develop consistent publishing voices that build recognition
- Restructure content for direct answers – Format matters tremendously:
- Lead with clear questions that mirror natural language
- Provide comprehensive but concise answers
- Include contextual information that adds depth
- Maintain consistent update schedules
- Implement robust citation practices – Verification is the new currency:
- Cite multiple, diverse sources
- Link to recognized authorities
- Update citations as information evolves
- Prioritize transparency about information sources
How Contently Can Help
At Contently, we’ve been preparing for this shift in search behavior for months. Our platform combines human expertise with AI efficiency to help you navigate the LLMO landscape seamlessly. We’ve enhanced our tools and processes specifically to address these new challenges, ensuring your content stands out in this evolving environment while maintaining the quality and authenticity your audience expects. And, of course, your content and strategy remain completely secure and confidential with our enterprise-grade security.
Ready to Get Started?
If you’re interested in learning more about how LLMO can transform your content strategy, just reach out to your account manager or reply directly to this email. We’re here to help you navigate this new frontier in search and ensure your content gets discovered when people search in LLMs.
Your content deserves to be found. Let’s make sure it is.
– Brandon
The post How Search has Changed with LLM Optimization appeared first on Contently.