# How we’re adapting SEO for LLMs and AI search

By Steven Van · 2025-06-10

Vercel says ChatGPT now drives about 10% of its new sign-ups and details how it's structuring content for AI search alongside traditional SEO.

[Vercel](<https://creatorstoolbox.com/tools/vercel>) says ChatGPT now refers around **10%** of its new sign-ups, up from 4.8% the previous month and 1% six months ago. In [a new post](<https://vercel.com/blog/how-were-adapting-seo-for-llms-and-ai-search>), the company lays out how it is adjusting its content and SEO practices as AI interfaces like ChatGPT and Google's AI Overviews increasingly answer queries directly, a shift Vercel notes can also cut clicks: it cites research suggesting AI Overviews reduce clicks by as much as 34.5% compared to searches without them.

Vercel frames this as "LLM SEO", an addition to traditional SEO rather than a replacement, and describes the practices it's using:

- Finding "frontier concepts": topics that are low-competition or where competitors' coverage is shallow, so Vercel's explanation can become the default one models reach for.

- Publishing original, evidence-based content, including data, code, and precise terminology, on the basis that generic summaries get skipped by models in favour of substantive sources.

- Structuring pages for machines: consistent heading hierarchy, Schema.org/JSON-LD markup, and semantic HTML, plus server-side rendering, static generation, or incremental static regeneration, since Vercel notes most AI crawlers fetch pages but don't execute JavaScript.

- Seeding citations in places like community threads, AMAs, and changelogs to build the mentions that models learn from.

Vercel says traditional signals such as crawlable pages, fresh content, and backlinks still matter alongside these newer practices.

[![](<https://assets.vercel.com/image/upload/contentful/image/e5382hct74si/14Ylw5OoJ9ElUzbmhiUyXS/fd8652d7d5d1ebaeef78f1031d9e7f63/OG_Card_4_.png>)](<https://vercel.com/blog/how-were-adapting-seo-for-llms-and-ai-search>)

![Vercel](<https://www.google.com/s2/favicons?domain=vercel.com&sz=128>)

Vercel

The platform for frontend developers — deploy, preview, and scale web apps and AI agents with zero config.

[View Vercel →](<https://creatorstoolbox.com/tools/vercel>)

[Original source](<https://vercel.com/blog/how-were-adapting-seo-for-llms-and-ai-search>)

[Read How we’re adapting SEO for LLMs and AI search on Creators Toolbox](<https://creatorstoolbox.com/blog/vercel-how-we-re-adapting-seo-for-llms-and-ai-search>)

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Canonical source: https://creatorstoolbox.com/blog/vercel-how-we-re-adapting-seo-for-llms-and-ai-search