Table of contents:
What are Large Language Models?
How LLMs search changes
What is LLM tracking?
How does LLM tracking work?
Why LLM tracking is important for SEO
How we help you with LLM tracking
Frequently asked questions about LLM tracking
What are Large Language Models?
LLMs are models trained to understand and generate human text. Tools such as ChatGPT, Gemini, Claude and Perplexity use these models to answer questions, summarise information, help with onder search and more.
LLMs understand context, intent and nuance in users' prompts and respond with knowledge built from huge datasets. Some tools even use live web content to deliver the most up-to-date information.
But how exactly do LLMs affect the work of SEO specialists? Let's look at how LLMs are changing search and what that means for AI SEO.
How LLMs search changes
Searching used to be simple: you typed a keyword into Google, clicked on a few links and put together your own answer.
That has changed. Increasingly, people no longer use a search engine, but ask their question directly to an LLM. They expect a clear answer, a comparison, advice or summary. It's a conversation: you ask, the LLM answers.
This fundamentally changes SEO because:
- People decide, compare and understand all at once.
- Nobody scrolls through ten blue links anymore.
- You no longer control what is read about your brand.
- The answer is the search result.
So your online visibility depends not only on your ranking in Google, but also on your place in LLM answers.
And right there LLM tracking in pictures.
What is LLM tracking?
LLM tracking involves keeping track of how often and in what ways your brand comes back in AI responses.
You can see what prompts your brand evokes, how you rank against competitors and what role you play in AI searches.
For SEO specialists, this is a shift: you are no longer just looking at your position in Google, but how your brand shows up in conversations with an LLM. Those mentions can look like this:
- Your brand is in a top-10 list of competitors.
- Your product will be compared on price, features or reviews.
- You are mentioned as an example or recommendation.
In short, LLM tracking shows when and how your brand stands out, beyond traditional search results.
How does LLM tracking work?
Bj Onder we track LLM results through Rankshift. With this tool we can check how you are performing in LLMs, such as ChatGPT, but also we can see he you are performing against your competitors
Prompts
We can also see what questions your potential customers are asking and whether your brand is mentioned in them. We use these insights to hone your content so that you do get mentioned in AI answers.
Why LLM tracking is important for SEO
LLM tracking shows how your brand comes up in AI responses,even if users never visit your site. Here's why it matters:
- You get visibility but no click
LLMs give instant answers. Are you mentioned? Then the user sees your name. Are you not mentioned, but your competitor is? Then you are invisible - even if you are #1 in Google.
- LLMs influence choices
People make decisions based on what an LLM says. They trust the answer - and therefore the brand being mentioned. That affects your authority, your reputation ánd your sales.
- You miss the SERP
In an LLM, you don't see meta descriptions, headings or structured data. The user gets one compact answer - in the words of the LLM. That means: less control over what is said about you.
LLM listings are a new form of visibility. No click, no ranking, but influence.
How we help you with LLM tracking
Onder helps you get a grip on how your brand comes out in AI responses.
We track what questions your target audience asks, how often your brand is mentioned and in what context. We also look at how that compares with your competitors. With these insights, we improve your content strategy. This way, we increase the chances of your brand appearing more often and more strongly in answers from ChatGPT, Gemini, Perplexity and other LLMs.
The result: more visibility, more authority and a firmer position in the new search landscape.
Frequently asked questions about LLM tracking
1. What is LLM tracking?
LLM tracking is monitoring and analysing how often and in what way your brand is mentioned in responses from major language models such as ChatGPT, Gemini or Perplexity.
2. Why is LLM tracking important for my business?
Because more and more search behaviour is taking place via AI. If your brand is not mentioned in AI answers, you are missing out on visibility, trust and potential customers.
3. How is LLM tracking different from SEO tracking?
With SEO, you measure keyword positions and traffic from search engines. With LLM tracking, you measure mentions in AI responses, for example in comparisons or recommendations.
4. Can I see for myself if my brand appears in AI answers?
Yes, you can ask AI models questions yourself and see if your brand is mentioned. But structural insight only comes with specialised monitoring and reporting.
5. Are only big brands mentioned in LLMs?
No, even smaller brands can become highly visible, provided their content is reliable, clear and relevant to users' prompts.
6. How does LLM tracking help with competitive analysis?
You see how often competitors are mentioned in answers and where they score stronger. This provides opportunities to improve your own strategy.
7. Can I influence my presence in AI responses?
Yes. By optimising your content for context, reliability and structure, you increase the chances that an LLM will include your brand in their responses.
8. Is LLM tracking only useful for B2C companies?
No, it is just as relevant for B2B. In both cases, AI answers influence users' orientation and decision process.
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