As AI-generated search experiences like Google’s AI Overviews become more visible across the SERPs, SEOs are facing a new challenge: tracking visibility in LLM-powered search results.
Unlike traditional ten blue links, LLM responses are dynamic, contextual, and entity-driven—making them harder to measure with legacy SEO tools. But a new crop of LLM SEO tools is emerging to help marketers understand how, when, and where their content shows up in generative results.
Are these tools ready for prime time? And more importantly, do SEOs agree on how to use them?
Let’s dive into the conversation.
The Rise of LLM Visibility Tracking in SEO
The rollout of AI Overviews in Google Search and the rising prominence of LLM-powered tools like ChatGPT, Claude, and Perplexity have ushered in a new SEO era—one where LLMs summarize, synthesize, and link to content without following traditional ranking logic.
This means SEO professionals now need to:
- Identify which brands, entities, or URLs are being surfaced in AI-generated answers
- Understand how LLMs “fan out” related queries to continue topic discovery
- Adapt strategies to optimize for themes, not just keywords
And this shift demands a new generation of SEO tools built specifically to track LLM behavior.
Diverging Opinions: Are Current Tools Up to the Task?
A recent LinkedIn conversation ignited by SEO strategist Joe Hall highlighted growing skepticism about LLM tracking tools.
“I don’t understand how these systems that claim to track LLM visibility work,” Hall wrote. “LLM responses are highly subjective to context. They are not static like traditional SERPs are.”
He questioned how visibility in these environments could translate into business value, forecasting, or even strategic planning.
Joshua Levenson echoed his concerns, noting that many SEOs are “using the old paradigm to measure a new tech.” Hall agreed: “Bingo!”
Yet, not everyone is dismissive.
Lily Ray countered that there are actionable insights to be found in entity-level analysis:
“If you ask an LLM the same question thousands of times per day, you’ll be able to average the entities it mentions… It’s not perfect, but it’s something.”
She emphasized that it’s not about keyword stuffing, but about understanding which concepts and brands the LLM trusts and repeats.
Tools Gaining Traction in the LLM SEO Space
Several new tools are attempting to decode the LLM layer of search:
1. Waikay (What AI Knows About You)
Introduced by Dixon Jones, this tool extracts entities and topics from AI-generated responses and performs gap analysis to help users understand what’s missing from their content.
2. SERPRecon
Built by Ryan Jones, this tool offers two approaches:
- Using APIs to monitor LLM responses and extract entities and topics.
- Tracking ISP-level data to understand which queries real users were exposed to (expensive but accurate).
“If I enter 25 queries, I want to see who is showing up there, and what topics they’re mentioning so I can try to make sure I’m showing up too,” Jones explained.
While some tools try to reverse-engineer Google’s AI logic, no system is perfect—yet. Still, they provide a foundation for LLM-aware SEO strategy.
Challenges in Measuring LLM Search Impact
A common misconception is that LLM results are too volatile to track. Joe Hall called traditional SERPs “static,” but that’s not entirely accurate.
Billy Peery pointed out that even LLMs show a surprising level of stability in the sources and brands they choose:
“Even if the specific words change, the model’s likelihood of pulling from sources and mentioning brands is significantly more static.”
This insight shifts the SEO focus from exact wording and keyword matching to recurring mentions, citations, and trusted brand presence.
Takeaways: How to Leverage LLM Tracking for SEO Wins
Here’s what today’s best SEOs are beginning to agree on:
✅ Track entities and topics, not just keywords
✅ Identify brand mentions across LLM outputs
✅ Focus on source-level inclusion (Are LLMs referencing your site?)
✅ Use tools like Waikay and SERPRecon to map visibility
✅ Don’t rely on old-school ranking logic—optimize for trust and authority signals
At the end of the day, LLM SEO isn’t about gaming the algorithm—it’s about building content that models trust, depth, and relevance, the kind that AI systems are most likely to rely on.
Final Thoughts
LLM search optimization is still in its early days—but it’s moving fast. While some SEOs remain skeptical, others are testing, analyzing, and adapting, using real data from LLM visibility tools to fine-tune their content and strategy.
Whether you’re optimizing for Google’s AI Overviews or exploring LLM integrations across platforms, one thing is clear:
The brands that adapt now will dominate the AI search experience of tomorrow.
FAQs: SEO for LLM Search
1. What are LLM SEO tools?
LLM SEO tools track how content appears in AI-generated search results, such as Google’s AI Overviews or responses from tools like ChatGPT. They often analyze entities, brands, and topics rather than keywords.
2. How do I know if my website is visible in AI search?
Use tools like SERPRecon or Waikay to monitor mentions and inclusion in LLM responses. You can also perform entity extraction on AI outputs using prompt-based analysis.
3. Can I optimize for AI Overviews in Google?
Yes, by creating high-authority, entity-rich content that answers broad and follow-up questions, and by establishing strong topical authority.
4. Are LLM search results too unstable to optimize for?
No. While wording can vary, LLMs tend to pull from consistent trusted sources and entities, making optimization possible when you focus on the right signals.
Need Help with LLM Visibility Tracking?
Struggling to understand how your brand appears in AI-generated search results like Google’s AI Overviews?
Whether it’s entity optimization, LLM-focused SEO strategy, or tracking your brand in LLM responses, SerpFactor helps you stay ahead of the curve.
🚀 Start tracking your brand’s visibility in AI search today with our LLM Tracker:
👉 https://app.serpfactor.com/register
📩 Prefer to talk to our team directly? Reach out at business@serpfactor.com for a free consultation or personalized walkthrough.