As a serial entrepreneur, I watch trends and test theories in business nonstop. The intersection of search engine optimization and artificial intelligence, particularly with large language models (LLMs), caught my eye this year. Shelley Walsh, in her interview with Patrick Stox from Ahrefs, provided some important feedback that applies to anyone building a startup or running a business. For those navigating the delicate balance between AI-driven traffic and human connection, there are some surprising tactics currently driving visibility.
Google, Not ChatGPT, Still Drives Business Discovery
Startups often see new technologies like ChatGPT dominating headlines and wonder if they need to overhaul everything to stay relevant. Stox makes it clear: Google isn’t disappearing. In 2025, it still drives the bulk of referral traffic to businesses. About 40% of site visits originate from Google, compared to a much lower share from AI-assisted platforms such as ChatGPT or its competitors like Claude.
This means your SEO efforts , targeting keywords, optimizing blogs, and even investing in Google Ads , still form the backbone of your digital strategy. LLM citations or referrals carry potential but need to be stacked strategically on top of your traditional channels.
The Challenge of Measuring AI’s Impact
One reason many founders hesitate to invest heavily in building "LLM-friendly" content is the lack of measurable impact. Mentions within AI-generated answers don’t always lead to site clicks, purchases, or downloads. Stox highlights how Ahrefs tracks conversion from these mentions, showing that while AI platforms represented only 0.5% of their traffic, that traffic initially accounted for over 12% of conversions.
This statistic dropped to under 10% as AI usage expanded. In simpler terms, the quality seemed promising but started shifting as market saturation began. It’s worth asking yourself: How much effort are you willing to invest in something that's still shaky in terms of ROI?
Methods to Increase Visibility in LLMs
While I find traditional SEO invaluable, adapting to LLM trends matters too. Stox outlined two practical tactics Ahrefs used for better representation in AI answers: consistency and originality.
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Repetition Across Channels
A unified brand message across all online platforms ensures LLMs pick up on consistent themes about your business. An AI uses the web to synthesize opinions about you , make sure those opinions align with how you want to be positioned.For example, if you market software tools, don’t label them as general productivity solutions in one article and advanced business management tools in another. AI systems value clarity , muddled marketing confuses them.
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Original Data Gets Cited
If there’s one universal truth, it’s this: Statistics and research get referenced more often than opinions. You might not have an Ahrefs-sized budget to run studies, but localized or niche surveys can work wonders too. Data matters for citations, and once you’re cited, you’ll naturally rise in LLM results. -
The Surprising Listicle Effect
This tactic will irritate those who hate “Top 10 Mistakes” or “5 Questions to Ask” lists. Unfortunately, they work well for AI inclusion right now. Listicles often appear in LLM replies because they package content neatly. Use sparingly , their appeal may fade quickly.
What Risks Are Lurking in AI Partnerships?
Some of Stox's comments about agentic AI systems , automated assistants capable of directly handling tasks , sent a chill down my spine. LLM-based deals between AI systems like ChatGPT and major corporations might result in smaller companies being excluded altogether. For instance, imagine if your business couldn't "talk" to AI systems because it wasn’t part of pre-approved affiliate partnerships.
To avoid being left behind, work on building visibility that anchors your brand everywhere. If exclusion would look ridiculous for systems that pride themselves on accuracy, you’ve insulated yourself somewhat already.
Alternative Channels Are Still Relevant
While keeping up with LLM trends is essential, don’t abandon channels like YouTube for SEO altogether. YouTube remains highly relevant for discovery, especially with younger audiences. Ahrefs sees strong referral traffic from both short-form and long-form YouTube videos. Combine engaging storytelling with SEO-optimized descriptions for double the exposure.
Common Mistakes We See
Many business owners make errors that stall their growth across both search engines and AI platforms. Here are a few I’ve noted or experienced firsthand:
- Inconsistent Messaging: If your content is chaotic or unfocused, AI tools and search engines will de-prioritize you.
- Ignoring Data Opportunities: Whether through surveys or user feedback, modern platforms love citing something “new.”
- Overloading on Trends: Chasing tech trends without strategy is a mistake. Stick to what works.
- Neglecting Human Relationships: AI-influenced tools may advance business discovery online, but nothing replaces relationship-building offline.
Actions I'd Take to Build LLM Visibility
Having tested several approaches, here’s my practical advice for startups:
- Master Repetition: Perfect your elevator pitch. Use the same phrasing everywhere , between posts and short-form content, consistency will add credibility.
- Invest in Surveys or Unique Angle Studies: Even informal polling among customers can boost your data credibility. Publish your findings as shareable graphics or infographics.
- Stick to Established Channels First: Don’t drop YouTube, blogs, or email marketing in favor of AI experiments at 100%. Supplement traditional efforts gradually as you gather data.
Search results, including LLM outputs, change quickly. That means staying rooted in consistent strategies but experimenting tactically to capture new opportunities. It’s a dance between patience and innovation , perhaps the trickiest balance for entrepreneurs. If Walsh’s interview with Ahrefs proves anything, it’s this: showing up persistently across diverse online spaces makes exclusion unlikely.
Each business evolves, and that’s the challenge I take personally as an entrepreneur. If execution feels daunting, focus on one tactic at a time. You’ll gain speed as foundations solidify beneath you.
For the full interview, head to the Search Engine Journal article where Patrick emphasizes these points further. And when it comes to scaling your AI visibility, take note , but never let tech distract you entirely from your unique selling potential.
FAQ on SEO and LLMs
1. Does Google still dominate business discovery over AI platforms?
Yes, Google remains the primary driver of business discovery. Despite the growing popularity of AI platforms like ChatGPT, Google accounted for about 40% of all referral traffic in 2025, far surpassing AI-driven referrals. Learn more about Google’s dominance
2. How can businesses measure the impact of AI-generated referrals?
While difficult, businesses like Ahrefs analyze conversions from mentions in AI-generated content. In 2025, Ahrefs reported that AI platforms represented only 0.5% of their traffic but contributed to 12% of initial conversions, later dropping below 10% as usage expanded. Understand AI referral impacts
3. What strategies work best for increasing LLM visibility?
Consistency in messaging and publishing original data are key tactics. Businesses should ensure their brand narratives are uniform across platforms and focus on unique research, which AI tools frequently cite. Explore effective LLM tactics
4. Why are listicles effective for LLM inclusion?
Listicles work well for AI-generated responses as they present information in a structured, digestible format. However, experts caution against relying too heavily on this tactic, as its effectiveness may decline over time. Learn more about listicles and LLMs
5. What are the risks of AI partnerships for smaller businesses?
Agentic AI systems might prioritize pre-approved partnerships with large corporations, potentially excluding smaller businesses. To mitigate risks, it’s important to build visibility across multiple platforms and maintain a strong and credible online presence. Understand the risks of AI partnerships
6. Should businesses abandon traditional channels like YouTube or blogs in favor of AI trends?
No, traditional channels such as YouTube and blogs remain highly relevant. For instance, YouTube continues to drive significant traffic, especially for younger audiences, and works well in combination with SEO optimization. Discover YouTube’s value for referrals
7. What role does repetition play in boosting LLM visibility?
Repetition ensures that AI models accurately capture a company's intended branding and messaging. Consistent language and terminology across all online platforms anchor an organization's digital presence in AI outputs. Learn about the power of repetition for LLM inclusion
8. Why is original data important for LLM inclusion?
Original data, studies, and surveys are more likely to be cited in LLM responses because these tools prioritize unique and authoritative information. Even small-scale, niche research can help businesses stand out. Explore how original data drives mentions
9. What are common mistakes businesses make with SEO and LLMs?
Common errors include inconsistent messaging, ignoring the value of data and research, over-investing in unproven trends, and underestimating the importance of human relationships and offline connections. See common SEO mistakes
10. What is the best approach for startups navigating LLM trends and SEO?
Startups should focus on traditional channels first, such as Google SEO, YouTube, and email marketing. AI technologies can complement, not replace, these efforts. Gradual experimentation with LLM-related strategies is key. Learn startup tips for LLM and SEO
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.