How to do content marketing that works for LLMs and GPTs

Sep 11, 2025 | #GEO #AISEO #LLMS #CONTENT-MARKETING #EEAT

Generative Engine Optimization (GEO) is the practice of structuring and marking up your site so large language models (LLMs) and AI assistants can find, understand, and cite your content accurately. Tools like Perplexity, ChatGPT, and Gemini — and many more emerging systems — may crawl the web or ingest content sources to answer user questions. That means content authors now write for two audiences: humans and machine readers.

TL;DR: GEO is an extension of good SEO. Keep your site technically solid, write clear helpful content that demonstrates E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness), use schema.org where appropriate, and prefer Q&A-style sections and concise summaries so LLMs can extract answers easily.

Why GEO matters ➥

SEO isn’t dead — it’s still the foundation. But GEO adds an extra layer: making content machine-readable and directly answerable by LLMs. If an assistant can confidently cite your page, you’re more likely to be shown as a source in AI-generated answers.

Key signals for GEO:

  • Clear, descriptive headings and short lead summaries
  • Explicit question-and-answer blocks or FAQ sections
  • Structured data (JSON-LD) for articles, products, organizations, and FAQs
  • Demonstrated first-hand experience and author attribution (E‑E‑A‑T)

Write for humans first, structure for machines ➥

Practical guidance:

  • Start each article with a 1–2 sentence summary that answers the main question.
  • Use H2/H3 headings that match likely user queries (example: “How do I set up X?”).
  • Add short, copyable answers (1–3 sentences) before deeper explanation — LLMs often surface short extracts.
  • Include internal links to topical clusters to build topical authority.

Use schema.org (JSON-LD) appropriately ➥

Schema helps LLMs and search engines understand the page at a glance. At minimum, include an Article schema for posts. Here’s a minimal example you can paste into your theme’s head partial or the page bundle:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to do content marketing that works for LLMs and GPTs",
  "datePublished": "2025-09-11",
  "author": { "@type": "Person", "name": "Your Name" },
  "description": "How to optimize content for humans and large language models (GEO): structure, schema, KPIs, and practical workflow tips."
}

Add other schemas where relevant: Organization, WebSite, Product, FAQPage, and BreadcrumbList.

Q&A and examples ➥

LLMs prefer exact or near-exact question matches. Add short Q&A blocks and label them clearly. Example:

Q: What is GEO? ➥

A: GEO (Generative Engine Optimization) is the practice of optimizing content and metadata so LLMs can find and cite it accurately.

Then follow with a 2–3 paragraph explanation with examples or steps.

Build topical authority ➥

Topical authority means grouping many related, high-quality posts under a subject and linking them together. Use case examples:

  • If you sell a SaaS invoicing product, write posts like: “How VAT works for small businesses”, “Integrating X with QuickBooks”, “Troubleshooting VAT errors”. Use authors with first-hand experience and cite internal data where possible.

Practical checklist (GEO-ready) ➥

  1. Lede: 1–2 sentence clear answer to the main question (present).
  2. Short TL;DR summary near the top (present).
  3. H2 headings matching user queries (present).
  4. JSON-LD Article schema included (present/added example).
  5. FAQ or Q&A blocks for common questions (recommended).
  6. Author byline / evidence of first-hand experience (E‑E‑A‑T) (recommended).
  7. Internal linking to topical cluster pages (recommended).
  8. Fast, mobile-friendly pages and valid HTML (technical SEO) (recommended).

Next steps and measurement ➥

Track these KPIs: organic traffic, click-through rate, time-on-page, and whether pages are cited by AI answers (if your analytics or search console provides that). Iterate on pages that get traffic but few backlinks or low engagement.

Notes and limitations ➥

GEO practices help improve the chance an LLM will cite your content, but LLMs may still rely on other sources or private data. Schema must be accurate — incorrect markup can harm visibility. Always human-review AI summaries of your pages.