The text discusses the challenges faced by marketers in adapting to the evolving landscape of large language models (LLMs) compared to traditional SEO practices. For two decades, SEO guidance was portable across search engines like Google and Bing due to shared standards. However, LLMs like ChatGPT, Claude, and Google’s Gemini operate on different corpora, crawlers, and retrieval systems, making it difficult to apply a one-size-fits-all approach. The lack of shared standards in LLMs means that guidance from one provider doesn’t necessarily apply to others, unlike in SEO where shared protocols like Sitemaps and Schema.org facilitated cross-platform optimization. This divergence is evident in the failure of initiatives like llms.txt, which were not adopted by major LLM providers. Marketers need to recognize that optimizing for one LLM doesn’t guarantee success across others, and they must tailor their strategies to each platform’s unique requirements. This shift requires a more nuanced understanding of each LLM’s infrastructure and alignment processes to effectively leverage AI in marketing.
Kaynak: https://www.searchenginejournal.com/llm-guidance-doesnt-transfer-the-way-seo-guidance-did/575077/
