In a world of changing marketing technologies, expectations and business conditions one thing is certain – the buyer journey is increasingly AI-powered. Instead of asking Google, people now ask ChatGPT. Instead of reading product pages, they get summaries of answers automatically generated by large language models (LLMs) like ChatGPT. So if your website isn’t showing up in those results, you’re invisible to the modern decision-maker.

Even content giants like HubSpot are feeling the shift – reporting significant drops in organic blog traffic as users turn to AI for answers (HubSpot explainer). To stay discoverable, you don’t just need SEO. You need LLM seeding.

What Is LLM Seeding?

LLM seeding is the practice of ensuring your content is accessible, relevant, and reference-worthy to the large language models (LLMs) powering tools like ChatGPT, Claude, Gemini, and Perplexity. Where SEO focuses on ranking your content based on a search query, LLM seeding is about becoming part of the model’s knowledge base.

So rather than competing with others to answer the question – you want to BE the answer to the question.

Why Marketing Leaders Need to Act Now

For brands where marketing is responsible for measurable pipeline growth, ignoring LLM seeding is a strategic risk.

The Risks

• Declining organic traffic from traditional search (which we have all seen)
• Prospects choosing competitors surfaced in AI results
• Missed influence in zero-click discovery moments

The Opportunity

• Shape how your product category is described in AI tools
• Capture early interest from problem-aware but solution-agnostic buyers (those vital mid-funnel buyers that you want to engage)
• Build durable brand equity in an increasingly answer-driven web

The CMO’s Playbook: 10+ Ways to Seed Your Content into LLMs

While we expect this space to evolve (and yes, change) it is vital that we establish frameworks that allow us to test, learn and measure performance. With this in mind, we’ve developed a three-part framework that you can build from:

Foundations: Optimise for LLM Readability and Discovery

These are the technical and structural must-haves.

1. Run an LLM Visibility Audit

Prompt tools like ChatGPT, Claude, and Perplexity using real buyer-style queries:

• “What are the best SaaS onboarding platforms for revenue operations?”
• “Alternatives to [Competitor] for automated billing”
• Are you mentioned? Is your competitor?
• Tools we’re testing for this: Peec AI, Mentions, Trakkr, Writesonic. (We’ll update with recommendations soon.)

2. Add Schema Markup

If you have not implemented schema markup as yet – do this now. Then, use schema types like:

FAQPage, HowTo, Product, Organization, Article

This helps LLMs understand your content contextually and cite it correctly.

3. Refresh and Restructure Old Content

LLMs favour fresh, structured content:

• Revise your website content
• Add new headers and summaries
• Update outdated data and refresh any new insights
• Improve internal linking (use 3–5 contextual links per page)

Remember, old pages with unstructured copy will be ignored – or worse, will drag down your domain authority.

4. Strengthen Internal Linking

Orphan pages have lower trust for both search engines and AI crawlers. Create link loops that signal importance and topic clusters.

5. Clean Up Page Titles and Metadata

LLMs use page titles and headers for entity recognition:

• Add your brand name, product descriptors, and relevant nouns early in each piece of content. For example, use titles like “Onboarding
• Automation for SaaS | [Your Brand]”

Ensure you have plenty of titles that answer questions that your readers will be asking.

Visibility Amplifiers: Expand Your AI Footprint Across the Web

These tips increase your surface area across public sources that LLMs crawl and train on.

6. Create Roundup, Comparison & “Alternatives To” Pages

Match the way users prompt LLMs:

• “Top SaaS onboarding tools”
• “Alternatives to Chargebee”
• “Best CRM for scaleups”

These pages are high-converting and highly discoverable – and they show a clear point of view. The more you can become a trusted source,
the more the LLMs will like you.

7. Build a Structured FAQ or Knowledge Base

LLMs love question-and-answer formats.

• Use schema markup
• Ensure the content maps to real buyer questions
• Refresh frequently with insights from sales and customer success teams.

Where useful and possible, include FAQs in key pages and blog posts. It adds easily citeable content for LLMs on specific topics.

8. Repurpose Long-Form Content for Public Social Platforms

Platforms like LinkedIn, Reddit, Medium, and even Twitter are scraped heavily by LLMs:

• Break long-form guides into threads, clips, carousels
• Link back to core landing pages (we call this own the message, share the destination)

Bonus: Boosts both visibility and trust-building pre-conversion.

9. Monitor & Engage on Reddit, Quora, and Review Platforms

LLMs pull heavily from community and review-based sites. Ensure your brand is:

• Authentically represented (easier said than done)
• Answering relevant questions (not just link-dropping)
• Present on G2, Capterra, Reddit, etc.

This is where you CANNOT automate. Work with your customer success teams and community managers to surface useful content into these platforms.

10. Publish on Authoritative Domains

Get your content re-posted or referenced on:

• Industry blogs
• Analyst platforms
• Partner sites
• High-trust directories

Citations from authoritative sources boost LLM “trust weighting” – and this is vital to your LLM visibility efforts.

Measure & Iterate: Track Your Brand’s AI Performance

11. Track LLM Traffic via GA4, Looker, or Attribution Tools

Welcome to data measurement and analysis. Some tools (like Perplexity and ChatGPT) pass referral sources. Tag and monitor AI-origin traffic separately. Look for:

• Spike patterns around FAQ content
• Changes in entry paths
• Brand name searches vs. non-brand prompts.

This will give you a basis for measurement – but also allow you to start to see where and how your efforts are working.

12. Align Your Messaging With What LLMs Say About You

Use your visibility audits to refine positioning:

• Is your unique value proposition showing up?
• Are your features described accurately?
• Is your brand showing up too late in the conversation?

Remember: If AI gets your message wrong, it’s not the model’s fault – it’s a content clarity issue that means you need to dive deeper.

What Great Looks Like: The Disruptors Co Approach

We help marketing leaders build visibility, authority, and differentiation – across both search and AI-driven channels.

With our AI-Driven Go-to-Market and Always-On Marketing Activation services, you can:

• Develop a customised LLM Seeding Strategy
• Build and scale authoritative content with AI-powered content generation
• Audit and optimise your brand’s presence in LLMs and AI search tools
• Turn your knowledge base into a revenue engine

TL;DR: In the Age of AI Search, Visibility ≠ Ranking. It = Presence

Your next buyer may never visit Google. They’ll ask ChatGPT who the best solution provider is for their use case – and take action from
there. If your site isn’t findable by AI, your brand won’t be part of that decision.

Seed now, or be invisible later.

Ready to become LLM-visible? Book an AI Discovery Sprint or Request a Brand AI Audit