As more people switch to AI platforms to find answers, your SEO strategy has to evolve to stay visible.

LLMO & SEO

Search is splitting in two. Google still drives traffic. But increasingly, people ask answers from AI. ChatGPT, Perplexity, Claude, Gemini. They are everywhere and they give responses that look authoritative, recommend specific solutions and shape decisions before a buyer ever lands on a website.

If you're not showing up in those answers, you're invisible to a meaningful share of your audience. We optimise for both worlds. With that means with sharp focus on what AI engines cite and what Google still ranks. The strategies overlap — clean technical SEO, citable content, structured data — but the signals each system weights are different. We know what to ship for both.

GOOGLE RANKS PAGES. AI RANKS ANSWERS. YOU NEED BOTH.

We Understand How AI Finds Answers

AI engines don't browse the web the way users do. They retrieve, weight and synthesise — pulling from sources they have decided are quote-worthy. That decision rests on patterns: structured data that machines can parse without ambiguity, factual statements that survive being lifted out of context, named entities that match how the engine has organised its knowledge, and authority signals that say this source is trustworthy.

Most pages weren't written with any of that in mind. They were written for human readers, on the assumption that Google would parse the rest. That assumption is breaking. Mooning builds content and infrastructure that holds up under both human reading and machine extraction — without compromising either one.

SEARCH CHANGED. YOUR STRATEGY SHOULD TOO.

System Prompt Engineering

For brands appearing in AI answers consistently, the first wins come from rewriting how your existing pages present information — not from publishing more of them. We restructure key pages around the patterns AI engines reliably cite: short factual statements, schema-marked entities, FAQ blocks that mirror real query intent, and llms.txt summaries that hand crawlers the version of your story you want quoted.

The work is meticulous and unglamorous. It moves the needle quickly because it removes the friction stopping AI from citing you in the first place.

RANK IN GOOGLE. GET CITED BY AI. WIN BOTH.

Engineered for Humans and Machines

Traditional SEO doesn't go away. Google still drives the largest share of organic traffic and AI Overviews increasingly pull from pages that already rank in classic search. The right LLMO strategy strengthens classic SEO; the wrong one trades it away.

Mooning's process keeps both intact. On-page work hits Google's E-E-A-T signals while feeding AI engines the structured facts they need. Technical SEO — Core Web Vitals, indexation, crawl budget — runs in parallel with AI-specific optimisations. You don't pick one or the other. You compound both.

CONTENT THAT WORKS EVERYWHERE IT MATTERS.

Citation-Worthy Content Production

AI engines cite content that earns the cite. That means content built around clear claims, supporting evidence, named experts, real data and structured Q&A blocks. Generic SEO copy doesn't survive the cut. We commission and produce content with citation in mind — the kind that ends up in answers because it's the source worth quoting.

We work across formats: pillar guides, FAQ libraries, expert quotes, original research, case studies. Each piece has a job: rank in classic search, get cited in AI answers, and earn links from real publications that compound both.

THE INVISIBLE WORK THAT MAKES VISIBILITY POSSIBLE.

Structured Data and Technical Optimisation

Most of LLMO is invisible to the casual visitor. JSON-LD schema. Open Graph metadata. llms.txt files. Canonical and hreflang tags. Crawl directives for both Google and the new wave of AI crawlers — GPTBot, ClaudeBot, PerplexityBot, Google-Extended, Applebot-Extended. Every one of these signals tells a machine what your page is, who it's for, and why it should be quoted.

Mooning ships this layer as part of every engagement. Once it's in place, the whole site becomes legible to the systems shaping how buyers find you. That's the foundation. Everything else compounds on top.

Common Questions

What is LLMO?

LLMO (Large Language Model Optimisation) — also called GEO (Generative Engine Optimisation) or AEO (Answer Engine Optimisation) — is the practice of making web content easy for AI search engines to cite. The same way SEO makes you rankable in Google, LLMO makes you citable in ChatGPT, Claude, Perplexity and Google's AI Overviews.

Is LLMO different from SEO?

Overlapping but distinct. SEO targets Google's classic ranking factors. LLMO targets what AI engines value: structured data, factual statements, FAQ patterns, semantic clarity, authority signals, and machine-readable content like llms.txt. Best practice is to do both — Mooning does.

How do you measure LLMO results?

Through citation tracking across AI surfaces (manual prompt audits plus tooling like Profound, Goodie and Otterly), share-of-voice for branded queries, and downstream metrics — referral traffic from AI products, sales-qualified leads who name an AI engine as their source.

What is an llms.txt file?

A new convention from llmstxt.org — a curated Markdown summary at the root of your site that AI crawlers prefer over scraping the JS-heavy live site. Mooning sets this up as standard, with the right facts, FAQs and links you actually want quoted.

How long does LLMO take to show results?

First citations typically appear within 4–8 weeks of structured-data and content changes hitting production. Faster on AI engines that re-index aggressively (Perplexity, Google AI Overviews) and slower on those with longer training cycles (ChatGPT default models).