By Ankit Srivastava, Lead Digital Marketing Analyst & IT Trainer at Slidescope Institute
As digital marketers, we’re living through one of the most transformative shifts in search discovery. Large Language Models (LLMs) like ChatGPT, Claude, and Gemini are reshaping how users interact with information. Yet, as highlighted in a recently published blog on Search Engine Journal featuring Ahrefs’ Patrick Stox, one truth remains clear: Google isn’t going anywhere, and relationships still win.
LLMs and SEO: Not Separate, But Integrated
There’s been debate in the industry about whether optimizing for AI-driven discovery is separate from SEO. From my experience leading 80+ projects across industries — from building Looker Studio dashboards at for Global Business Consulting Firms to designing lead-generation funnels and advanced IT training programs at Slidescope Institute — I can confidently say this: LLM inclusion is now part of SEO discovery.
Search journeys are evolving, but the fundamentals of visibility, authority, and trust remain the same. Whether it’s Google Search or an LLM response, your brand’s narrative must be consistent and discoverable across platforms.
Why Google Still Dominates
Patrick Stox rightly pointed out that while AI tools are gaining traction, Google continues to drive the majority of website traffic — estimated at around 40%. In my own campaigns, I’ve seen that while LLM referrals are growing, they remain a fraction compared to Google’s dominance.
Even tech-forward professionals experimenting with ChatGPT or Claude often return to Google’s AI Mode or Gemini. The reason is simple: Google has the data, the infrastructure, and the trust of billions of users worldwide. Betting against Google is not a strategy; adapting alongside it is.
The Attribution Challenge With LLM Traffic
One of the biggest hurdles right now is attribution. As marketers, we can measure mentions, citations, and brand visibility in AI answers, but translating that into board-level ROI is complex.
At Ahrefs, Patrick shared that while AI search traffic was just 0.5% of total traffic, it accounted for 12.1% of conversions at one point. This resonates with my own experience: AI-driven discovery can influence conversions, but proving direct attribution is still a gray area.
For C-Suite reporting, revenue and revenue-adjacent metrics remain king. Until LLM analytics mature, we must treat AI visibility as a complementary channel rather than a primary driver.
Two Strategies That Work: Repetition & Differentiation
From my projects in SEO, SEM, and analytics, I’ve seen the same principles Patrick highlighted deliver results:
- Repetition: Ensure consistent messaging across multiple platforms. LLMs synthesize “what the internet says,” so your brand narrative must be reinforced everywhere.
- Differentiation: Invest in original data and unique insights. For Global Business Consulting Companies, I built dashboards combining GA4, GSC, LinkedIn Insights, and Meta Ads — this differentiated reporting gave us visibility others couldn’t replicate. Similarly, Ahrefs’ unique data studies are being heavily cited in AI systems.
And yes, even listicles — though not future-proof — are currently effective in LLM inclusion. Sometimes, simplicity works.
The Threat of Closed Agentic AI Systems
Looking ahead, agentic AI poses a real challenge. If LLM agents begin booking flights or making purchases, they’ll likely partner with major providers, leaving smaller businesses sidelined.
As I often tell my students and clients: the only defense is brand growth and footprint expansion. Make your brand too valuable to ignore — just as we once said about Google, “Make them embarrassed not to include you.”
Beyond LLMs: Channels That Still Matter
It’s easy to get caught up in AI hype, but let’s not forget: YouTube is still the second largest search engine.
Video content — both long-form and short-form — continues to drive massive discovery. At Slidescope Institute, we’ve seen how educational videos outperform static content in engagement and conversions.
Community participation also matters. Authentic engagement on Reddit, Slack, and Discord builds trust far more than spam campaigns. Empower your employees to represent your brand genuinely — they’re your best advocates.
Relationships: The Timeless Growth Channel
If I were to launch a product today, my first investment would be in relationships. Technology evolves, but human connections remain the most powerful growth driver.
From my journey as a Udemy Instructor with 10,000+ students worldwide to leading IT training programs, I’ve seen firsthand how relationships — with students, clients, and communities — create lasting impact.
As Patrick concluded, and I fully agree: In an era of AI-driven discovery, the brands that win are the ones that remain unmistakably human.
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Expanding the Lens: Practical Lessons for Marketers and Trainers
As someone who has worked across SEO, SEM, PPC, analytics, and IT training, I see the current conversation about LLM inclusion as more than just a technical adjustment. It’s a strategic mindset shift. Businesses must now think about visibility not only in search engines but also in AI-driven environments where answers are synthesized rather than listed.
Building a Framework for LLM Visibility
From my experience, three pillars define success in this new era:
- Consistency of narrative: Whether it’s your website, LinkedIn posts, or YouTube videos, your brand story must be uniform. LLMs aggregate what the internet says, so fragmented messaging dilutes recognition.
- Data-backed differentiation: Original insights, case studies, and unique datasets stand out. At Global Business Consulting Firm, our integrated dashboards became a differentiator because they combined GA4, GSC, LinkedIn, and Meta Ads data in ways competitors hadn’t.
- Educational footprint: Training and thought leadership matter. As a Udemy Instructor with 10,000+ students, I’ve seen how educational content not only builds authority but also feeds into LLMs as trusted sources.
The Human Element in Digital Strategy
Patrick Stox emphasized relationships, and I couldn’t agree more. Technology evolves, but human trust remains the currency of growth. In my IT training programs, I’ve witnessed how professionals value not just the technical skills but the mentorship and guidance that come with them.
For businesses, this translates into:
- Community engagement: Genuine participation in forums like Reddit or Slack builds credibility.
- Employee advocacy: Empowering teams to represent the brand authentically creates organic visibility.
- Customer education: Teaching your audience — through webinars, tutorials, or explainer videos — positions your brand as a trusted advisor.
Why Attribution Will Evolve
The attribution challenge with LLM traffic is real. But I believe this is a temporary gap. Just as we once struggled to measure social media ROI, analytics for AI-driven discovery will mature. Businesses should prepare by:
- Tracking mentions and citations in AI responses.
- Monitoring conversion signals from AI-driven referrals.
- Building multi-channel attribution models that account for indirect influence.
In my projects, I’ve often had to educate leadership teams that not all value is immediate or directly measurable. Brand equity, thought leadership, and visibility in AI systems may not show up in quarterly reports but will compound over time.
Beyond SEO: The Rise of Multi-Channel Discovery
While SEO remains foundational, marketers must embrace multi-channel discovery:
- YouTube dominance: As the second-largest search engine, video content is non-negotiable. Tutorials, explainers, and product demos drive both awareness and conversions.
- Social ecosystems: LinkedIn, Instagram, and niche communities still play critical roles in shaping perception.
- AI ecosystems: Gemini, ChatGPT, and Claude are emerging as discovery layers. Optimizing for them means being consistent, differentiated, and human.
Lessons for the Next Generation of Professionals
As Head of IT Training at Slidescope Institute, I see this shift as a teaching opportunity. Students and professionals must learn that digital marketing is no longer about mastering one channel — it’s about integrating strategy, technology, and human connection.
I encourage learners to:
- Build technical fluency in analytics, automation, and web development.
- Develop strategic thinking to align campaigns with business goals.
- Cultivate soft skills like communication and relationship-building, which remain timeless.
Final Thoughts
The SEJ article featuring Patrick Stox is a timely reminder that while AI is reshaping discovery, the fundamentals of marketing haven’t changed. Visibility, trust, and relationships remain the bedrock of success.
From my journey — whether managing SEO for California based Jewelry Brand, building dashboards for different companies, or training thousands of students — I’ve learned that the brands that thrive are those that embrace technology without losing their human touch.
In the end, LLM inclusion isn’t about replacing SEO; it’s about expanding it. And in this expanded landscape, the winners will be those who combine data-driven execution with unmistakably human relationships.
