What Is LLM Optimisation — and Why SEO Agencies Are Racing to Learn It

Search is splitting in two

People still type queries into Google, but a growing share now ask ChatGPT, Claude, Perplexity or Google's AI Overviews instead — and get a single synthesised answer rather than a list of links. Being that answer is a new discipline, often called LLM optimisation, generative engine optimisation (GEO) or answer engine optimisation.

UK agencies are moving fast to keep up. Figment Agency (figmentagency.com), a family-run SEO firm founded in Surrey in 2006 by Steve and Emma, is among those that have built dedicated LLM optimisation services rather than treating AI search as a side note.

How LLM optimisation differs from classic SEO

• Citation-worthiness: clear facts, definitions and statistics that models can lift and attribute.
• Brand mentions across trusted sources, not just backlinks.
• Structured content and schema that machines parse cleanly.
• Entity clarity: the model needs to understand who you are and what you do.

Figment's position is that the businesses found, trusted and chosen in the AI era will be the ones that made themselves easy for both people and answer engines to understand. It serves expert-led clients across London and the UK with a 4.9/5 rating from 76 reviews.