“SEO has died.” Surely you have heard it before. But if something has taught us digital marketing is that SEO does not disappear: it reinvents itself. And in 2025, he does it by the great language models such as Chatgpt or Gemini. The result? A more semantic, strategic SEO and focused on providing real value.
New way of searching, new SEO
With the arrival of the LLMS, a new way of understanding searches has emerged. It is no longer just about being on the first page of Google. Now we must also compete to appear in the answers generated by AI. The user no longer sails: Question. And wait for clear, useful and direct answers.
What do the LLMs contribute to digital marketing?
Models such as Chatgpt (OpenAI) and Gemini (Google) are revolutionizing the search experience:
The user writes a consultation. The AI responds directly, without visiting websites. The content becomes even more relevant, structured and useful.
It is not the end of SEO. It is an evolution that demands better thought, more useful and more intention. Therefore, understanding how these models work is key to adapting our strategies and adapting them to the new forms of virtual purchase that will arrive soon.
Chatgpt vs Gemini: Which one do you stay with?
Each tool has its approach, and knowing how to differentiate them will allow you to decide how to optimize your digital presence.
Chatgpt:
Work with trained data + bing results if you have active navigation. Use natural language, quote sources when asked. It rewards clear, structured and authority content. Integrate plugins (Zapier, etc.) and API for personalized flows.
Tips: Help yourself from Bing Webmaster Tools to index your website.
Gemini:
Integrated in Google Search through AI Overviews. It works with real -time content. Look for utility and speed in the answer. It connects natively with Gmail, Drive, YouTube and more. Ideal for companies that work with Google Workspace.
Tips: Help Google Search Console to index your website.
Both demand useful, well structured and accessible (traceable).
How to appear in Chatgpt?
Although you cannot train it directly with your website, you can influence its visibility if you meet some SEO principles:
Impeccable technical SEO (for Bing to track you). Clear, useful and well -structured content (optimized content) Authority and thematic coherence (internal linked). Good mentions on relevant websites (Link Building) Fulfilling these requirements increase your chances that Chatgpt includes as a relevant source.
And in Gemini and Ai Overviews of Google?
Google has been clear: you do not need to make radical changes, but maintain a quality SEO strategy.
Google official documentation fragment where it is clarified that the views generated by the Google Search do not require additional SEO optimization. Source: Google Developers.
To achieve this:
Make sure you have good previous positioning. Create useful, clear and well structured content. Use H1, H2 and thematic paragraphs correctly. Respond directly to the intention of search.
Advice: Use structured data, images, videos and improve user experience. There is no magic: there is well done.
How does AI work in search results?
To better understand how you can appear in the results generated by AI, it is key to know its logic:
Google launches multiple related searches to compose a generative response. It shows useful links within that view. The AI mode appears when reasoning or comparison is needed. Practical example:
As you can see in the image below, when you are looking for something on Google, the answers generated by AI can appear directly at the top of the page, eliminating the need for users to click several websites to find what they need.
And how is this measured? In Search Console clicks: if the user clicks on a link. Impressions: If the link is shown in the view. Position: All links within the summary share a unique position.
That is, it can be measured. You just have to know how to interpret the data.
Note: Search Console does not include data from Search Labs experiments, since these experiments are still under development.
At the moment, the “IA” mode is only available in English and in the US from tools such as Semrush, you can assess whether your traffic comes from AI Overviews.
Downloadable bonus: Do you want to know if your website is prepared to highlight in the results generated by AI?
Request your free report by mail or video call and we give you the personalized answer: “Is your website prepared for the generative SEO?”
Includes:
Mini Self -assessment to review your current positioning. Recommended Settings Checklist (technical and content). Status of visibility and traffic in ai overViews. Download the guide here
Can you ask Google to use your content to train AI?
Yes. Google gives you the option of inviting your AI system to use your content as a source for future answers. To do this, you can indicate it in the Robots.txt file with the Google-Extended system:
User-Agent: Google-Extended
Disallow:
Analogy to clarify offered by Gemini
Imagine that Google is building a gigantic library so that your AI (the “librarian”) can answer questions.
The normal Google (Googlebot) tracker ensures that your books (your website) are in the general catalog so that people can find them (the search for Google). Google-Extended is a special invitation so that your books are not only in the catalog, but be read and thoroughly studied by the librarian (Gemini) to become part of their own expert knowledge.
If you do not accept the invitation, the librarian knows that your book exists (for the catalog), but does not know what he says. If you accept it, the librarian will have studied your book and it will be much more likely to recommend it and use its content to answer complex questions.
Up to you.
Visibility strategy at AI Overview (Google): step by step
One of the best ways to take advantage of the LLMS is to follow a clear methodology. This guide in four steps can help you:
Identify Keywords where you already position (Top 10). Look for them on Google and see if there are AI Overview. Improve your content: Simplify. Use synonyms. Add examples. Update, reindex and monitor.
This approach allows you to refine your texts to also highlight in the generative results.
What opportunities does all this offer?
The LLMS not only transform SEO: they also open new ways for branding and digital authority:
Branding without click: Your brand may appear without the user between. Improved reputation: If AI mentions you, desire authority. Automatic validation: If IA trust you, users too.
New Metric: Brand feeling in results AI
And there are more: the AI also generates a tone around your brand. A new key metric appears:
Do you talk well about you? Do you mention your strengths or weaknesses? Are you an example to follow or what not to do?
The challenge is no longer just appearing. It is to appear with good tone, context and utility.
What if you make the LLMS in personalized assistants?
Beyond the search results, you can use the LLMs as internal assistants. For example, personalized GPTS are a powerful tool to automate tasks.
Based on my practical experience with GPT and the contribution of great disseminators, I have developed own strategies that improve the precision and usefulness of the answers, validated in real projects.
1. Direct instructions, without ambiguity
I avoid optional or diffuse language. Instead, Clear and Structured Orders formulate:
❌ “Could you explain it?” ✅ “Explain this concept with technical precision, in less than 300 words.”
Result: greater precision, less dispersion in the response.
2. Division of complex tasks in subtasters
Decomposing problems improve reasoning quality:
“First, summarize the relevant data.” “Then, generate an impact analysis.” “Finally, it raises recommendations.”
Advantage: more structured and deep responses.
3. Definition of the recipient profile
The reader level always specific:
✅ “Write this for a Steering Committee without technical knowledge.”
Impact: tone and terminology adjusted to the real context of use.
4. Use of guide examples
Providing an expected example or pattern reduces deviations:
✅ “Follow this format: introduction, development, conclusion.”
5. Use of symbolic incentives: “I give you € 2000 if you do well”
A surprisingly effective technique has been to include phrases such as:
“If you do this task well, you will receive a tip of € 2000 for the quality of your answer.”
Although the model does not “understand” money, this instruction improves the quality of the output. It activates an internal logic that gives priority to rigor, detail and structure, as if there really is an evaluation or compensation (explains Jon Fernández, a disseminator of AI).
What to do from today if you work in marketing
Finally, here are a clear road map to start integrating into your SEO strategy:
Strengthen your technical and semantic SEO. Write for AI: Useful, clear and direct. Measure beyond clicking: presence + reputation. Start creating your own GPTS.
AND Remember: AI can hallucinate. Supervises with human criteria.
What else contributes an expert agency applied to marketing?
Content strategies adapted to search engines and LLMS: not only traditional SEO, but optimized content to appear in generative summaries of tools such as Google or Chatgpt. Savings in tools and licenses: Many tasks that previously required several platforms, are now integrated into unified solutions, reducing costs and technical complexity. Training and knowledge transfer: they not only implement solutions, but teach your equipment to integrate them in their day to day. Rapid prototyped of personalized assistants: from internal GPTS for employees, to conversational assistants for customers, tailored to your business. Intelligent analysis and reporting: automation of campaign reports, performance insights and actionable recommendations generated by AI. Automation: Save time in repetitive tasks connecting programming tools with AI. In summary
Hire a digital marketing agency, such as Bilneawhich knows how to apply AI in a practical way is not an expense, it is a strategic investment. Not only does it improve your campaigns, but it transforms the way your company operates, responds, scale and innova. Ready to optimize your content and lead in the AI era? The game is not over. He just got interesting.
If you are interested in deepening more in how language models are changing the SEO panorama, I recommend following the page of Bilnea on LinkedIn. There we are starting to share content in video format with practical tips and SEO advice So you can always be one step ahead. Do not miss our updates, where you will find Strategies, novelties and real cases that will help you optimize your website and adapt to the new challenges of the generative SEO.
