The shift I’ve seen in search over the last two years is nothing short of remarkable. Where people once typed terms into Google, today more of them just ask ChatGPT, Gemini, Claude, or similar large language models (LLMs) for advice.
It isn’t a small change. It’s a tidal wave. And as I watch this wave, I see marketing teams and founders scrambling to keep their brands visible in this new world. In my work, I’ve spent countless hours analyzing how companies appear in both traditional search and AI-driven results. The lines between SEO and LLMs are blurring, and that has real consequences for anyone who relies on being found online.
How did we get here?
Years ago, SEO ruled digital marketing. You tailored your web pages, built links, and watched rankings go up. When Google first popularized “featured snippets,” it was clear things were shifting. Suddenly, answers to common questions appeared right at the top.
Search isn’t just about websites. It’s about answers, now.
LLMs have taken this a step further. Instead of directing people to a list of sites, they give actual answers—and, often, opinions. If you’ve ever asked an AI, “What’s the best software for project management?” or “What do you know about brand X?” you’ve seen this firsthand. Even now, for marketing trends, there are deeper discussions like the ones in the marketing section of our blog.
Why LLMs change the game for brands
In my experience, the real break from traditional SEO is this: LLMs summarize, synthesize, and sometimes even hallucinate facts. The model chooses what’s relevant, then presents that to the searcher. There’s no page rank or blue link for you to chase. You win or lose reputation in just a few sentences generated by an AI.
Here are a few major shifts I’ve noticed:
- Your brand story can be rewritten by AI. LLMs pull together information from all over the web—blog posts, forums, even social media. If your best features aren’t well represented in those sources, the AI might overlook them.
- Hallucinations are real. Sometimes the AI invents details—wrong pricing, fake features, or odd comparisons.
- Sentiment isn’t stable. One week, you might have a glowing reputation. The next, a new negative review or outdated source might sway the answer in another direction.
This is exactly the challenge getmiru.io set out to solve with reputation monitoring for LLMs, offering tools to see what these systems are saying about brands, track hallucinations, and monitor sentiment over time.
What does search look like in 2026?
I don’t believe the classic “ten blue links” will ever disappear fully, but for most practical searches, LLMs have taken over the prime real estate. This is already true for simple questions and comparison queries.
Here’s how the search flow feels now:
- A user asks a question—sometimes directly to an LLM chatbot instead of search engine.
- The LLM processes the query based on recent data, sometimes merging knowledge from several sources.
- The model presents a direct answer, complete with pros, cons, and recommendations.
- Only if the user digs deeper do they find traditional links or explore source materials.
Some users might ask the AI to cite sources, but most are content with the summary. For brands, that first impression is everything.
The new priorities for brands
One thing I hear all the time now is, “If SEO rules have changed, what do brands focus on?” Based on my research, a few strategies rise to the top:
- Monitor what LLMs say about you. Since your reputation isn’t shaped only by your site, you must know what’s out there—including reviews, forum posts, news, and even outdated documentation. Using platforms like getmiru.io can give you this visibility.
- Keep your information up to date everywhere. Outdated pricing or product details on a partner’s website might feed incorrect facts into the AI world.
- Encourage accurate citations. When possible, make your content easy for LLMs to parse—structured data, FAQs, and direct answers can help.
- Watch evolving sentiment. A sudden drop in AI-generated sentiment can be a signal to investigate.
- Educate your team about AI summary bias. Sometimes, the way you present yourself can change how the model summarizes you.
Why SEO isn’t dead—just different
Some believe that LLMs have made SEO obsolete. I think that’s overstated. While traditional SEO tactics alone won’t guarantee your brand appears in AI answers, what you publish and how you publish it still matters.
After testing dozens of queries, I’ve found that:
- Pages structured with clear answers (like FAQ pages) are more likely to be used as LLM citations.
- Well-linked content across the web increases the chance your information will be included.
- Consistent messaging across all channels—blog, press, documentation—reduces hallucination risks.
That’s why I often suggest teams check out discussions on the inteligência artificial category of our blog for fresh ideas about AI and information discovery.
The next steps for forward-thinking teams
So what do I tell people who ask, “How do we win in this new landscape?” Here are the top three tips I share:
- Track both search engine and LLM results to get the full picture. Use monitoring tools to know exactly what’s being said and how your brand is portrayed.
- Respond quickly to mistaken facts or sentiment drops. Contact sites with outdated or false info, and work with your team to clarify points where confusion is common.
- Develop content for both humans and AIs. Human readers matter, but so does formatting for machine consumption. Make sure your brand story is consistent, clear, and cited by other trustworthy sites.
For those who want a deeper understanding, I recommend reviewing cases on the impact of hallucinations or exploring more about monitoring AI impacts on brand sentiment.
How competitor intelligence is changing
I’ve also seen that competitor intelligence now requires watching both SEO rankings and AI model outputs. LLMs often compare brands directly, sometimes favoring one based on old information or bias in the sources. Monitoring these shifts and understanding their roots is key for any team hoping to stand out. Useful tips on tracking your position in the AI-first era can be found in the competition insights section of our blog.
To sum up, brands can no longer afford to focus only on classic SEO. AI reputation and LLM results matter just as much.
Conclusion
As we move deeper into 2026, I am convinced the separation between “SEO” and “AI search” will fade even more. Brands that want to thrive must watch both the old and new signals. If you want to know what’s really being said about your company, track hallucinations, or simply improve your digital reputation in the coming months, I encourage you to try out what we are building at getmiru.io. Your brand’s future could depend on it.
Frequently asked questions
What is the difference between LLMs and SEO?
SEO is about making your website visible in search engines, often through optimizing content and links. LLMs, on the other hand, answer questions directly by synthesizing information from many sources, not just your website. Your brand’s story is now told not just on your site but through summaries created by these AI models.
How are search engines changing in 2026?
More users now ask LLMs for answers instead of clicking through pages of links. Search engines are blending traditional results with direct AI-generated summaries. This means brands must care about both classic web presence and what AI models say about them in order to be found and trusted by users.
Is SEO still important for brands?
SEO is still valuable, but it’s no longer the only player. The way you structure information and ensure that reliable, accurate details exist across the web now plays into both classic SEO and how LLMs find and describe your brand.
How can brands use LLMs for search?
Brands can create clear, structured content—such as FAQ pages and up-to-date documentation—to increase the chance their information is included by LLMs. They should monitor AI output for their name, correct mistakes, and encourage accurate references across all platforms mentioned by the models.
What are the best SEO strategies now?
The best strategies now include creating helpful content with clear answers, ensuring consistency across platforms, and tracking both search and LLM mentions. Brands should use monitoring tools like getmiru.io to keep an eye on both, and respond quickly to issues when needed.
