LLMs Are Changing Search. Here's What SMBs Need to Know About SEO in 2025
SEO Isn’t Dying, But It’s No Longer the Whole Game
For most small and midsize businesses (SMBs), SEO has been the go-to growth strategy for over a decade. Nail your keywords, write helpful content, get a few backlinks, and watch the traffic roll in.
But in 2025, something’s shifted.
Search is no longer just happening on Google. It’s happening inside ChatGPT, Gemini, and other AI-powered assistants. Consumers aren’t just typing keywords anymore—they’re asking full questions. And increasingly, they’re getting answers without ever clicking a link.
So here's the big question:
Is traditional SEO enough anymore?
The short answer? No.
The long answer? It depends on your category, your content, and whether you’re showing up in places beyond Google.
Let’s break it down, plain and simple.
Wait, What’s an LLM and Why Should I Care?
An LLM (Large Language Model) is the tech behind tools like ChatGPT, Gemini, and Claude. It takes natural language prompts, like “What’s the best CRM for freelancers?” and delivers answers in real time.
Those answers are often built from websites, articles, and reviews already on the internet. But the kicker is: LLMs don’t show links like Google does. They cite brands, mention features, and answer the question directly.
So if your brand isn’t in the answer, you’re invisible.
Proof That SEO ≠ LLM Visibility
We looked at data from Similarweb comparing Google traffic with ChatGPT visibility across four industries: credit cards, handbags, earbuds, and CRMs.
The results?
Top Google performers weren’t always top ChatGPT performers.
Here’s a sample:
Shoes:
Nike: 2,443K Google clicks | 4% ChatGPT visibility
Adidas: 3,312K clicks | 21.2% ChatGPT visibility
Puma: 1,170K clicks | 19.0% ChatGPT visibility
AI Reader:
Read AI: 425K clicks | 31.5% ChatGPT visibility
Firefly: 704K clicks | 12.5% visibility
Otter: 614K clicks | 14% visibility
You could rank high in Google, but not even be mentioned in AI search results. That’s a problem if your customers are using ChatGPT to research their next purchase.
Why SMBs Shouldn’t Panic, But Shouldn’t Wait
If you’re already doing good SEO, don’t throw it out. Google is still the biggest traffic source on the planet, especially for high-intent buyers.
But you also can’t ignore where things are going:
70% of Gen Z users say they’re turning to TikTok or ChatGPT for “first stop” research.
Google’s own AI Overviews are reducing clicks but increasing click quality.
Brands that show up in answers, not just rankings, are gaining trust faster.
As an SMB, this is your chance to adapt before the giants catch up.
5 Things You Should Do (Now) to Win in Search + AI
1. Stop Chasing Keywords. Start Answering Questions.
Search isn’t just “best CRM tool” anymore. It’s:
“What CRM is easiest for a team of five?”
“What’s the cheapest CRM that integrates with Gmail?”
“Can I run a CRM without a tech person?”
Write content that speaks to these real questions. Use FAQ blocks. Title posts in question format. Fill in the blanks of what your customers are really asking.
Pro tip: Ask ChatGPT what your customers might ask, and answer it better.
2. Structure Content So AI Can Use It
LLMs don’t “crawl” the way Google does. But they learn from content that’s structured and clear.
Make your pages skimmable:
Use H2s and bullets
Summarize key points up top
Include comparisons, product specs, and real-world examples
If your content is easy to pull from, you’re more likely to get cited in AI answers, even without a formal link.
3. Audit Your Brand in ChatGPT
Open ChatGPT and type:
“What are the best [your product category] for [your target customer]?”
“What’s a good [your service] for small businesses?”
“Which [product] integrates with [platform]?”
Is your brand mentioned?
If not, ask why not. Then fix it.
Start building content, partnerships, and visibility so AI notices you. LLMs train on what’s widely referenced and clearly explained.
4. Boost Your Brand Authority, Even Without Backlinks
AI chatbots don’t care about backlinks the way Google does. What they care about is brand popularity and reference density.
Get mentioned in:
Review roundups (even small ones)
Reddit threads, Quora answers
Podcast transcripts, YouTube captions
FAQ pages and community forums
The more you're cited as an example, the more likely AI includes you in its responses.
5. Use AI to Write Smarter (Not Just Faster)
Yes, you can use ChatGPT to write content drafts. But don’t just let it write a blog and hit publish.
Use it to:
Research what questions people ask
Generate outline ideas
Compare your product with competitors
Brainstorm metaphors or headlines
Then: Add your real-world experience, your customer stories, and your expert POV.
Because AI-generated content is everywhere, but human perspective is still rare. That’s your edge.
What to Expect Next: AI Overviews, Zero-Click Results, and “Answer Sniping”
Google’s AI Overviews are starting to behave more like ChatGPT. They give answers at the top, before the blue links. And traffic is going down for many sites.
But Google’s search chief Elizabeth Reid said it’s not all bad news:
“We see the clicks are of higher quality… Users search more… and they get higher-quality answers.”
Translation?
You may get fewer clicks, but if you’re in the answer, those clicks are way more likely to convert.
Final Thought: Visibility Isn’t About Rankings Anymore
Here’s the truth:
You can rank in Google and still be invisible in AI results.
You can write great content and still lose to louder brands.
You can do everything “right” in SEO, and still get disrupted.
So what do you do?
You adapt.
You create content that answers, not just attracts.
You measure visibility in conversations, not just rankings.
You treat AI tools like new audiences, not just another algorithm.
If you’re a small business, this shift is your head start, not your obituary.
The giants are still sleeping.
You? You’ve got a keyboard, a brain, and 20 minutes to ask ChatGPT what your customers are looking for.
Start there. And then make sure your name shows up in the answer.