GEO — how brands win their LLM citations
The mechanics of moving from Google ranking to citations in AI answers: entities, sources and proof.
Topic · SEO · LLM · AI Search
SEO + LLM — visibility in Google AND AI answers
A brand must now win in two places: Google's ranking modules and the citation patterns of LLMs. Stéphane Jambu decodes both worlds and shows how to be visible in Google positions as well as in the answers of ChatGPT, Perplexity, Gemini and AI Overviews.
Short definition
SEO + LLM means steering your visibility across two channels at once: the classic search engine (Google positions) and the AI answer engines (citations in ChatGPT, Perplexity, Gemini, AI Overviews). The goal is no longer only to rank well, but also to be the source the AI chooses to cite.
Why this topic matters
- A growing share of searches ends without a click, absorbed by an AI answer: not appearing there means becoming invisible.
- LLMs rely on the indexed web: solid SEO (entities, sources, authority) remains the foundation for being cited.
- Both logics reinforce each other: being cited by LLMs strengthens the brand, which in turn feeds trust signals on Google's side.
- The topic requires understanding primary sources: this is exactly what Stéphane has analysed since the May 2024 Google leak.
Articles and resources
Google is lying to us — now what?
Journal du Net column: what the Google leak revealed and how to proceed when official statements are no longer enough.
Related talks and appearances
Stéphane delivers a keynote 'Two-world visibility — Google AND LLMs': he scores a real brand against both and shows five decisions that move it.
Stéphane's method
- Start from primary sources: the Google leak (14,014 attributes) rather than official statements.
- Score a brand on both axes: Google ranking modules on one side, LLM citation patterns on the other.
- Strengthen the brand entity: it is the shared foundation that serves both ranking and AI citation.
- Prioritise five concrete decisions per brand, immediately applicable, rather than a theoretical audit.
Frequently asked questions
What is the difference between SEO and LLM visibility?
Classic SEO targets Google's ranking modules (positions). LLM visibility aims to be cited in the answers of ChatGPT, Perplexity, Gemini and AI Overviews. Related but distinct.
Should you abandon SEO for AI engines?
No. A brand must win in both places at once. A solid SEO base (entities, sources, authority) remains the foundation LLMs rely on to cite.
How do you know if you are cited by LLMs?
By directly querying ChatGPT, Perplexity and Gemini on your target queries, and tracking how brand mentions and cited sources evolve over time.
Does Stéphane speak on SEO + LLM?
Yes, as a 30-45 min keynote: he scores a real brand against both worlds and shows five decisions that move it. Reply within 48 hours.
Book Stéphane on SEO + LLM
Keynote or executive briefing, in French or English, remote or on-site. Reply within 48 hours.