Introduction to LLM Inclusion and SEO
The industry is divided between those who think optimizing for AI is separate from SEO and those who think LLM discovery is just SEO. However, this argument is unproductive, as LLM inclusion is now part of SEO discovery. To discuss inclusion in LLMs, Patrick Stox, product advisor, technical SEO, and brand ambassador at Ahrefs, shared his insights on what’s working for LLM inclusion right now.
Google’s Dominance in Search
Despite the rise of AI, Patrick believes Google isn’t going anywhere. With Google owning an estimated 40% of all traffic to websites, LLM referrals are still a fraction by comparison. Recent Ahrefs data estimated that Google’s share of traffic may be down a couple of percent this year, but it still dominates. Patrick experimented with ChatGPT and Claude but found himself returning to Google’s AI Mode and Gemini, and thinks others will do the same.
The Attribution Problem
Establishing attribution to real value from LLM traffic is a challenge. While sites are seeing growing referrals from LLMs, measuring the actual business value is difficult. Patrick agreed that counting mentions and citations in AI answers doesn’t easily translate into board-level reporting. Revenue and revenue-adjacent metrics still matter, and Ahrefs has had some signals from AI search traffic, with 12.1% of total conversions coming from AI search traffic at one point.
Strategies for LLM Inclusion
Patrick shared two fundamental approaches that determine LLM visibility: repetition and differentiation. Repetition means ensuring consistent messaging across multiple websites, as LLMs synthesize what "the internet says." Differentiation through original data works alongside repetition to stand out. Ahrefs has invested heavily in unique data studies throughout the year, including non-English language research. Listicles are also currently working, although Patrick doesn’t think it’s future-proof.
Agentic AI and Closed Systems
Patrick discussed agentic AI and systems, and the potential threat of closed systems. As LLM agents begin booking travel, making purchases, or accessing APIs directly, they may rely on a small set of partners from big brands, leaving smaller businesses at risk. The only strategy to follow right now is to grow your brand and footprint. "Make them embarrassed to not have you included," Patrick said.
Beyond LLM Optimization
Patrick emphasized that YouTube is still the second-largest search engine, and Ahrefs has invested heavily in video. He recommends both long and short-form video for brand discovery. Community participation on platforms such as Reddit, Slack, and Discord also offers substantial value, but only when companies genuinely participate rather than spam. Genuine participation, especially when employees are allowed to represent the company authentically, can be hugely valuable.
Investing in Relationships
If Patrick were to launch a startup today, he would invest in relationships. "That’s still the most powerful channel," he said. After relationships, he would focus on YouTube, website content creation, and telling friends about the product. In other words, "just normal marketing." Patrick believes that in an era of AI-driven discovery, the brands that win are the ones that remain unmistakably human.
Conclusion
In conclusion, LLM inclusion is now part of SEO discovery, and Google’s dominance in search is still significant. While establishing attribution to real value from LLM traffic is challenging, strategies such as repetition and differentiation can help. Beyond LLM optimization, channels like YouTube and community participation still matter. Investing in relationships and genuine marketing efforts can help brands succeed in an era of AI-driven discovery. By focusing on what works and remaining human, businesses can thrive in this new landscape.