Search is changing fast. For years SEO focused on keywords, backlinks and technical tweaks. Those things still matter, but now large language models like ChatGPT, Gemini and Claude are reshaping how information gets found. They don’t just scan for keywords. They look at context, check sources and favor content that feels current and trustworthy.

If you want your content to show up in this new search landscape or even better get quoted by AI, you need to understand how these systems read and rank information. This guide breaks down the essentials so you can create content that works for people and machines alike.

How LLMs Read Content

LLMs don’t read the way we do. They break your writing down into tokens and map those tokens into a web of meaning. Instead of latching onto one keyword, they build connections between related ideas.

What they look for most comes down to five things:

  • Flow: does your content hold together from start to finish?
  • Depth: are you digging into the topic or skimming the surface?
  • Credibility: are you backing claims with solid sources?
  • Consistency: are your facts lining up with trusted data elsewhere?
  • Freshness: is the information still relevant right now?

The lesson is simple. Don’t just add the right words. Build content that makes sense, is easy to trust and feels current.

Building Topical Authority

To get surfaced in AI search you need to show depth, not just surface knowledge. One of the best ways to do that is by using the hub and spoke model. Think of your site like a wheel. The hub is a long, all-in-one guide on a big topic. The spokes are supporting posts that dive into specific angles.

If this article is the hub, spokes could include a deep dive on why freshness impacts AI rankings, a guide on entity optimization, and a breakdown on how to structure posts for quoting. This model shows LLMs you’re serious about the subject. You’re not tossing out thin posts. You’re building a cluster of content that reinforces itself and makes your site an authority.

Original Research and Expert Insights

There’s one thing AI can’t generate for itself: new data. That’s why original research, surveys and case studies get so much weight. Pages with proprietary data see around 30 to 40 percent more visibility in LLM results.

You don’t need a massive research team. You can run a quick survey with your audience, share anonymized insights from your analytics, or document experiments and what you learned. Adding expert commentary helps too. Quote professionals with real authority and make sure their names and credentials are clear. This signals trust for readers and for LLMs. Even if you don’t have research ready, unique case studies or first-hand stories can set you apart.

Entities Over Keywords

Keywords still matter, but LLMs really care about entities and how they connect. That means naming things clearly. Don’t just say “we.” Say your brand name. Don’t just say “he.” Add the context like “Elon Musk, CEO of Tesla.”

Keep names and concepts consistent and link out to authoritative sources. This builds a clear picture of who and what you’re talking about. It also connects your brand to the bigger knowledge graph that AI is drawing from.

E-E-A-T in the AI Era

Google’s framework of Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T) is even more important now. LLMs are trained to surface content that checks these boxes.

How to show it:

  • Cite sources that are widely trusted.
  • Add author bios that explain why you’re credible.
  • Show social proof like testimonials, certifications or case studies.

It’s not just for people. AI is picking up on these signals too.

Content Freshness

Old content gets ignored. AI assistants prefer sources that feel up to date. Keeping posts current doesn’t always mean rewriting them. Small changes like updating stats, adding new examples, or swapping vague words like ‘recently’ with actual dates can all help. Even light refreshes make your article more likely to surface than one that’s been left untouched for years.

Structure and Readability

You’re writing for two audiences at once: people and AI. Both want clarity.

That means headings that actually describe the content, lists when they make information easier to scan, and tables for simple comparisons. Keep paragraphs short and don’t bury definitions. For example, “Domain Authority is a score created by Moz that predicts how well a site will rank in search results.” Short and clear. That’s the kind of line an AI can quote directly, and it makes the text more useful for a reader too.

Internal Linking and Site Structure

Think of your site as a mini knowledge graph. Use descriptive anchor text, not generic “click here” links. Interlink related posts and keep your URLs clean and descriptive. This helps users, and it helps AI understand how your content fits together.

Pitfalls to Avoid

Some mistakes will sink your chances fast. Keyword stuffing makes text unreadable. Thin posts that don’t cover the subject in detail will rarely get surfaced. Outdated info sends a signal of low relevance, and contradictory statements damage trust.

Other pitfalls to watch out for include:

  • Content hidden behind scripts or heavy JavaScript
  • Spammy auto-generated articles without human editing

None of this is actually new. These pitfalls are the same issues traditional SEO has warned about for years, only now they’re even more important because AI is trained to spot and skip low quality content.

Conclusion

Optimizing for AI search isn’t about gaming the system. It’s about building content that’s deep, credible and easy to trust.

Audit your existing posts with that in mind. Ask yourself: are they thorough? Are the stats current? Is your brand named clearly and tied to credible sources? If not, updating may be the quickest way to boost visibility.

How Murmur Helps

Keeping content fresh and aligned with AI search is easier when you’ve got visibility into how your brand shows up. That’s what Murmur provides. The reports aren’t meant to hand you a list of fixes. They’re designed to spark conversations within your content team, highlight where your brand is being cited and where it isn’t, and give you the clarity to decide what to prioritize next.

If you’re trying to future-proof your strategy, Murmur can give you the perspective you need to steer your efforts in the right direction.

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