Introduction: Meet the Era of LLM Visibility

Remember when reaching the top of Google felt like everything? These days, Google and Bing aren’t the only game in town. More and more people are turning to ChatGPT and other Large Language Models (LLMs) for answers. 

If you’re in marketing or brand strategy, you can’t afford to overlook this shift. How your brand shows up (or doesn’t) in these AI chats is quickly becoming a real concern. This new arena is called “LLM visibility”, with the SEO community debating what the new acronym for optimization should be. 

As of June 2025, the current contenders are AEO (answer engine optimization), LEO (LLM engine optimization) and GEO (generative engine optimization). But no matter what abbreviation we land on, everyone agrees that it’s going to be as essential as SEO has been in the past 20 years. 

If you’re leading a B2B or B2C marketing team, refining your brand messaging, or mapping out growth strategies, understanding LLM visibility needs to be at the very top of your 2025 playbook.

What Is LLM Visibility?

LLM visibility is all about how often, and how well, your brand appears in responses from Large Language Models like ChatGPT, Claude, or Gemini. Imagine it as your organic reach in a world where people chat instead of search. Unlike traditional search visibility, LLM visibility measures how AI answers questions about your industry, products, competitors and related topics. These chat engines pull from vast amounts of data, quickly synthesize information, and deliver answers on demand. This shapes user impressions and can influence buying decisions well before someone clicks through to your site.

LLM Visibility (AEO, LEO, GEO) vs. SEO: What’s the Difference?

  • SEO: Optimizes your content for rankings in search result pages
  • LLM Visibility: Focuses on your brand’s presence in AI-generated answers
  • SEO: Relies on keywords and backlinks
  • LLM Visibility: Depends on how your brand appears in training data and in real-time chat queries

Why Brands Can’t Ignore LLMs in 2025

AI chat tools are quickly catching up to (and sometimes passing) traditional search engines. People increasingly turn to platforms like ChatGPT for product and software recommendations or to get industry insights. Those answers are shaping the buying journey in new ways. 

Here’s why LLMs are a game-changer for your business:

  • Changing user behavior: More people ask questions in ChatGPT than ever before, instead of Googling
  • Zero-click influence: Users get the answers they need inside the chat, often never visiting your site until they’re ready to buy
  • Unbranded queries: LLMs handle broad category questions (“What are the best CRM for startups?”) where your brand might be left out if you’re not proactive
  • Dynamic answers: The same question may trigger different responses from different LLMs or at different times

If your brand isn’t appearing in these conversations, you’re invisible to a massive and growing segment of buyers.

LLM Visibility Shapes Brand Perception

AI chats don’t just spit out answers, they set the tone for conversations about your brand. And people trust what these models say. The first answer an LLM gives can become the first thing a potential customer believes. Show up as a top recommendation or get accurately described, and you gain credibility before anyone even lands on your site. 

On the flip side, if you’re misrepresented, you risk old or incorrect information spreading and affecting the buying cycle. If you’re left out entirely, your brand’s share of voice shrinks, even if your SEO is strong. 

When you outrank competitors in AI answers, you earn trust and increase lead flow. Simply put, LLM visibility is a brand marketing metric that directs attention and trust in a way traditional SEO never could.

Real-World Scenarios: LLM Visibility in Action

  • Someone asks ChatGPT about the “best B2B marketing platforms.”
    Does your brand appear?
  • A founder wants a tool like yours but doesn’t mention your name.
    Is your brand suggested as a top pick?
  • An executive checks an AI chat for the latest news about your company.
    Is the information accurate and current?

These moments happen every day and they’re potential high stakes interactions with potential customers.

How to Measure LLM Visibility (AEO, LEO GEO)

Traditional analytics tools weren’t built for this new world of chat engines. That’s why tools like Murmur were created. With Murmur, you can:

  • Track both branded (your name) and unbranded (category or product type) queries across ChatGPT, Claude, Gemini, and more
  • See “health scores” that show how well your brand appears in AI-generated responses
  • Monitor competitor mentions so you know how your share of voice stacks up
  • Get actionable tips to improve your messaging and boost your share in AI answers

No more guesswork, just clear, automated reporting as user behavior shifts.

Why LLM Visibility Metrics Belong in Your 2025 Plan

Looking ahead to next year, here’s why LLM visibility isn’t just a “nice to have”:

  • Stay ahead of the curve. LLMs are evolving fast, and user adoption is rising
  • Understand your AI presence. Don’t fly blind, know exactly how your brand shows up (or doesn’t) in chat-based answers
  • Protect your reputation. Get ahead of misinformation and make sure you’re not being missed in top recommendations
  • Spot new openings. Find category-level queries you can win without needing huge ad budgets
  • Fine-tune your content strategy. Adjust your messaging so both AI and human audiences see your brand in the best light

The takeaway: LLM visibility is quickly becoming as important as ranking on Google’s first page was a decade ago.

How to Boost and Safeguard Your LLM Visibility

You can get started without much hassle, especially with a platform that handles the heavy lifting. Here’s how to take action:

  1. Monitor your AI presence: Use a tool like Murmur to see how your brand appears in AI-generated answers. Look for both strengths and gaps.
  2. Check out the competition: Find out who owns the key queries right now and where you have opportunities to shine.
  3. Uncover important unbranded queries: Identify the questions your prospects are asking without mentioning your name, and aim to capture those moments.
  4. Refine your content and messaging: Make sure your website, press releases and documentation are clear and LLM-friendly, so the AI models can quickly find and summarize your best points.
  5. Track your progress: LLMs are always changing and your strategy should evolve right along with them.

Looking Ahead: The Future of LLM Visibility

In 2025, brands that prioritize LLM visibility are going to have an edge. As more buyers rely on chat engines, your AI presence will decide who wins trust and attention, often before traditional marketing channels even come into play. 

If you want your brand’s story told right, want to get discovered ahead of your competitors, and want to move at AI’s pace, now’s the time to act. Don’t just compete in old-school search, be part of where the future is happening.