Built for a Crawler. Bought in a Conversation.

LLMs don't click your ads. But they're deciding who gets recommended.
Has your content strategy caught up?

Think about the last time you used ChatGPT, Claude, or Gemini to answer a business question. You didn't get ten blue links. You got an answer. Maybe a shortlist. Maybe a recommendation. Somewhere in that response, a brand either showed up — or didn't.

That decision wasn't made by an algorithm counting backlinks. It was made by a model trained on what's authoritative, structured, and citable — one that decided in seconds whether your organization's thinking was worth surfacing. Most marketing teams have no visibility into that decision. And no strategy to influence it.

Quick self-score:
🔴 We measure clicks, impressions, and traffic. Zero visibility into whether we're being surfaced — or ignored — inside LLM responses.
🟡 We know this is shifting. Nobody owns it. It has no clear home.
🟠 We've started adjusting content. Nothing systematic, nothing measured.
🟢 Content strategy is explicitly engineered for AI recall — named frameworks, credentialed expert attribution, structured original data LLMs can cite.

Here's what HBR research published this month makes clear: when AI-generated summaries appear in search results, clicks to websites drop an average of 47%. In some cases, traffic reductions approach 90%.

That's not a traffic problem. That's a visibility architecture problem.

The organizations winning here aren't producing more content. They're producing content AI systems can use — specific enough to cite, structured enough to recall, distinctive enough to attribute.

The uncomfortable reality:
Your SEO strategy was built for a crawler. The buying decision is increasingly happening in a conversation your brand isn't part of.

You don't need to abandon what's working. You need a strategy built for an audience of one — the model deciding whether your brand is worth citing before your customer ever asks the question.

Where does your organization land?
And if you've started building for LLM visibility — I'd genuinely love to hear how.

Source: Kenny & Pogrebna, "LLMs Are Overtaking Search. Here's How to Adjust Your Online Presence." Harvard Business Review, March 2026. https://lnkd.in/gz-T5qDh