For example, a business offering AI-powered analytics can create content like: “What is predictive analytics in B2B?” and provide direct answers such as:
“Predictive analytics uses historical data to forecast future trends. For B2B, this helps identify potential leads and optimize sales strategies.”
Dig deeper: How to optimize for search intent: 19 practical tips
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Authority and trust
This is perhaps the area where we see almost no difference (yet) between LLMs and traditional search engines: establishing E-E-A-T principles is critical.
To do this (if you aren’t already), make sure your owned media:
Prioritizes experience, expertise, authoritativeness, and trustworthiness in all content.
Includes author bios, credentials, and citations to reinforce trustworthiness.
Cites reliable sources like Gartner, Forrester, or proprietary data studies.
Builds backlinks from authoritative domains to strengthen your site’s credibility.
Gains mentions in trusted publications to improve how LLMs perceive your brand.
For example, a logistics software company could secure backlinks from:
Industry publications like Logistics Management.
Mentions in business-oriented media like TechCrunch or Forbes.
Dig deeper: Decoding Google’s E-E-A-T: A comprehensive guide to quality assessment signals
AI feature optimization
This initiative is where SEO practices diverge most widely from traditional search engines.
The way users interact with LLMs differs from how they interact with the Google search bar.
For LLM-specific content enhancements:
Focus on content that answers “People Also Ask” and conversational follow-up queries.
Experiment with creating and optimizing content designed for direct API consumption.
For example, a tech consulting firm could create a resource hub for topics like “common cloud migration questions” with detailed Q&A formats that AI can surface easily.
If user behavior continues to feature more structured, question-based queries, make sure your content is designed to answer those directly.
For example, a company specializing in ERP software can design content to appear for queries like:
“What are the best ERP solutions for mid-sized companies?”
“What is the ROI of implementing ERP software?”
Some LLMs (and we expect more to move in this direction) are multimedia-focused.
For those, rich media integration – using videos, infographics, and charts to enhance engagement and improve content retrievability – will help spur inclusion in search results.
For example, a cybersecurity firm can enhance blogs with:
Infographics summarizing “5 types of cyberattacks businesses should watch for in 2025.”
Embedded videos explaining “How our threat detection tool works in real-time.”
Dig deeper: How to evolve your organic approach for the rise of answer engines
Continuous testing and adaptation
At this relatively early stage of LLM SEO maturity (and our understanding of it), continuous testing, measurement, and adaptation are among the most critical initiatives.
At our agency, we focus on two fronts:
Query optimization
Monitor SERP changes
Track how your pages appear in conversational results or LLM-generated summaries.
As you gather more information about what’s working, you can find common themes to deploy across your accounts.
Dig deeper: How to cultivate SEO growth through continuous improvement
Optimizing for LLM-driven search in B2B
Because LLMs are in their infancy and because user behavior is changing so rapidly across the search landscape, find and regularly reference trusted sources to stay on top of trends and developments.
In 12 months, this article might look woefully outdated, so it’s best to keep your finger on the pulse to adapt quickly.
Dig deeper: Decoding LLMs: How to be visible in generative AI search results
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