Post-SEO Playbook: Creating Content That Works for LLMs and Humans

Every CMO I talk to lately asks the same thing:
“If Google search is shrinking and ChatGPT is answering questions directly, how do we keep winning top of funnel?”

Welcome to the post-SEO era.

Ranking on Google still matters—but it’s no longer enough. Large Language Models (LLMs) like ChatGPT, Gemini, and Perplexity are reshaping how people discover brands. If your content doesn’t work for both humans and machines, you’re invisible.

This playbook shows mid-sized CMOs ($10M–$100M revenue) how to rethink content for LLMs and people at the same time.

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Why SEO Alone Won’t Cut It Anymore

• LLMs bypass clicks. People ask ChatGPT and get answers without visiting your site.
• AI rewrites discovery. Your “rank 1” blog may not even appear in an AI overview.
• Attention is fragmented. Users get summaries on LinkedIn, newsletters, or Slack groups—not just Google.

The old playbook—keyword stuffing, backlinks, skyscraper content—no longer guarantees reach.

The Post-SEO Mindset for CMOs

Instead of asking: “How do I rank in Google?”
Ask: “How do I make my content the source LLMs and humans both pull from?”

This means:

• Authority over volume. A few credible, source-backed articles beat 100 keyword-cluttered blogs.
• Contextual depth. LLMs prefer structured, clear, fact-rich writing.
• Multi-channel assets. Humans discover content in feeds, podcasts, AI answers—not just search.

5 Rules for Creating LLM + Human Friendly Content

1. Write in Answer-First Format

• LLMs favor clear, direct answers.
• Start every section with the takeaway—then add detail.

2. Use Structured Headings & Lists

• H1/H2/H3 hierarchy.
• Bullet points.
• Short, scannable sentences.

3. Provide Source-Backed Data

• Link to primary sources.
• Cite stats and case studies.
• LLMs weight credibility when pulling text.

4. Make Content Multi-Modal

• Humans love visuals, carousels, video clips.
• LLMs digest text—but structured captions, alt text, and transcripts help.

5. Optimize for LLM Mentions

• Include clear definitions.
• Add concise “what this means” summaries.
• Use natural phrasing—avoid keyword spam.

Example: SEO Blog vs. Post-SEO Blog

Old SEO Blog

“10 AI Marketing Tools You Need in 2025”

• Thin listicle, affiliate links, little depth.

Post-SEO Blog

“AI Marketing Tools for Mid-Sized CMOs ($10M–$100M): How to Budget, Integrate, and Govern Them”

• Specific to audience.
• Source-backed insights.
• Structured for LLMs and shareable for humans.

Which one do you think ChatGPT is more likely to cite?

The Mid-Market CMO’s Edge

At $10M–$100M, you can:

• Move faster than enterprise giants.
• Be more authoritative than startups.
• Own niche conversations that LLMs pull from.

Example: A $50M retail chain publishing case studies on AI-driven personalization can dominate “AI + retail loyalty programs” queries in LLM answers—because no one else is writing that specifically.

Practical Steps for CMOs

1. Audit Content – Which pieces are Google-optimized but not LLM-friendly?
2. Reformat for LLMs – Add clear answers, sources, and structure.
3. Create Authority Hubs – One definitive guide per key topic (not dozens of thin blogs).
4. Repurpose Aggressively – Push content into LinkedIn posts, YouTube explainers, and even AI datasets via citations.
5. Measure Different Metrics – Track not just SERP ranking but also AI Overview inclusion and LLM mentions.

Key Takeaways

• SEO is evolving into SEO + LLM visibility.
• CMOs must focus on authority, clarity, and structured answers.
• Mid-sized companies can win niches where enterprise content is generic.
• Post-SEO content works for both algorithms and humans.

Conclusion

The Post-SEO Playbook is simple: write for LLMs and humans simultaneously.

In 2025, the winners won’t just rank—they’ll become the sources AI models rely on.

CMOs who adapt now will dominate discovery while competitors play yesterday’s SEO game.

Book a demo at https://hoook.io to see how our customers are getting up to 100% traffic growth and up to 20% revenue increase.

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