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There’s a lot of anxiety about LLMs making traditional SEO obsolete. In reality, they represent a shift—an enhanced understanding of user intent and more precise answers.

For marketers, this means adjusting strategies to better align with LLMs’ focus on delivering clear, relevant, and authoritative content.

Keep these things in mind:

1. User intent is king. Unlike traditional search engines, LLMs prioritize understanding the user’s intent, not just matching keywords. Focus on crafting content that answers specific questions or provides value to users, rather than just optimizing for keywords.

2. Indexation and visibility. Ensure your site is easily discoverable by both traditional search crawlers and LLMs. Follow technical SEO best practices to ensure your content is indexed properly, as LLMs pull from a wide array of sources, including social media and industry publications.

3. Links and authority. LLMs evaluate authority differently. While traditional SEO relied on backlinks as votes of authority, LLMs assess content based on real human expertise. Earning coverage in credible publications or participating in relevant forums can help boost visibility.

4. Fresh, relevant content. Content needs to stay current. LLMs prioritize accurate, up-to-date information, so stale content will quickly be deprioritized. Remove duplicates and ensure your content remains fresh to maintain relevance.

5. Content formatting. Tables, bullet points, and clear, concise formatting are more effective for LLMs than long, keyword-heavy paragraphs.

Get the full insight from Eli Schwartz.

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Another day, another search engine you didn’t know existed.

Instead of dropping a dry stat into your content, use The Measure of Things to compare measurements to things people are actually familiar with—like the height of the Empire State Building or the weight of a blue whale.

It helps you create vivid, relatable metaphors, which is perfect for simplifying otherwise confusing data, especially when you’re trying to connect with an audience that might not be familiar with technical jargon.

Plus, it’s fun. So, we’ll leave you to it.

Whole-body deodorant brand Sure is sure getting fresh in their latest campaign in the UK.

In partnership with AMV BBDO, they’ve rolled out a giant, scented billboard in Camden—where you can literally stop and smell the “naughty bits.”

They’re encouraging passersby to get up close and personal with a giant butt (among other body parts) to test out their new product.

The 48-sheet billboard is scented with oils and is, as you might expect, inspiring some amusing public reactions.