For more than two decades, search engine optimisation (SEO) has been the dominant tool for improving brand visibility online. But the way people search for information is shifting. Increasingly, consumers are asking large language models (LLMs) like ChatGPT, Claude, or Google’s Gemini to find answers. This evolution introduces a new frontier: LLM visibility.

What is LLM Visibility?

LLM visibility refers to how frequently and prominently a brand, entity, or piece of content appears in the responses generated by AI models. Unlike traditional SEO, which focuses on ranking on search engine results pages, LLM visibility is about being included or cited in the output of conversational AI.

Put simply, when someone asks an AI about your industry, product, or service, does your brand get mentioned?

Why LLM Visibility Matters

  • Shifting consumer behaviour – People increasingly trust AI tools to summarise, recommend, and guide. If your brand isn’t visible here, you’re missing out on where discovery is actually happening
  • Authority and credibility – LLMs are trained to prioritise reliable, well-cited sources. Brands that consistently appear in their answers gain authority in the eyes of users
  • Competitive advantage – By tracking how often your competitors are referenced, you can measure where you stand in this emerging AI-powered landscape.

How LLM Visibility Works

  • Data ingestion – AI models are trained on vast datasets. If your content isn’t publicly available, crawlable, and clearly structured, it’s unlikely to be included
  • Semantic understanding – Unlike keyword-driven SEO, LLMs interpret meaning and context. They connect dots across industries, problems, and intent
  • Response generation – When a user queries, the model pulls from its training data and supplements with retrieval systems (like RAG), synthesising an answer

Tracking and Influencing LLM Visibility

  • Just like SEO once was, this is still an emerging discipline. But there are practical steps you can take today:
  • Monitor LLM output – Run tests on different platforms (ChatGPT, Gemini, Perplexity, etc.) to see if your brand appears when it should
  • Publish clear, authoritative content – Explain what your brand does, why it matters, and what makes it unique. LLMs reward clarity and expertise
  • Strengthen your digital signals – Consistency across your website, social channels, and third-party mentions increases the chance of being cited
  • Optimise for different AIs – Just as Google and Bing once required different tactics, each LLM has its own logic for source selection.

Hints and Tips for Being Referenced by AI

  • Write for humans, but with context-rich clarity that models can interpret
  • Use structured formats (FAQs, how-tos, definitions) – these are easier for models to quote
  • Contribute to trusted third-party sources (news outlets, trade sites, research publications) – models weigh these heavily
  • Ensure your brand’s purpose, values, and offering are unambiguous (models prefer straightforward narratives)
  • Track competitors: if they’re being mentioned more, study why and adapt.

The Bottom Line

We’re entering an age where visibility is no longer just about Google’s first page. It’s about being discoverable in conversations powered by AI. Brands that act early by building clarity, authority, and strong digital presence will set the benchmarks others have to follow.

At Frost, we help ambitious brands cut through the noise of a changing digital landscape. Whether it’s SEO, LLM visibility, or brand strategy, the principles remain the same: clarity, differentiation, and trust.