Large Language Models in SEO: What Marketers Need to Know in 2025

As an experienced SEO professional, content creator, or business owner, you’ve probably wondered: 

Will AI take over SEO? Or worse, Will Google penalize AI-generated content?

Many in the community share the same concerns; you ain’t alone!

On the one hand, AI calls the shots with enhanced search intent analysis, keyword research,  optimized content, and even better technical SEO. AI-driven SEO strategies seem to be the order of the day.

On the other hand, there’s this omnipresent fear of robotic, soulless content and the dilemma on Google’s ever-changing stance on AI-generated text.

So, how does one maneuver that fine line without feeling the edge of the proverbial Damocle’s sword?

Is there a way to embrace AI without compromising quality? How does one use it without risking penalties or losing one’s unique brand voice? 

With 13+ years of experience and expertise in delivering stellar SEO strategies to a wide cross section of global clients, we at Mavlers have Yasir Khan, Sr SEO Analyst, sharing honest answers to all your burning questions about LLMs in SEO, helping you navigate this AI-driven era without losing the human touch.

Table of contents

• How LLMs are reshaping SEO
• AI-powered content creation: Can machines really write like humans?
• Keyword optimization with AI: Finding the right balance
• Technical SEO and AI: Automating the heavy lifting
• The ethical dilemma: Are we trading authenticity for automation?
• The future of LLMs and SEO

By the end of this blog, you will have greater clarity on LLMs in SEO and an honest insight into what the future looks like.

On that note, ready, set, go! 

Source

How LLMs are reshaping SEO

We recommend thinking of AI as Merlin’s apprentice who stirs the potion in the magic pot and not the one who gets to decide the ingredients or the final outcome!

Get the analogy?

While humans cannot match AI’s speed and efficiency, AI still lacks the creativity, strategic thinking, and human intuition that are all prerequisites for building and executing a successful SEO strategy. 

Here’s how you can strategically use LLMs in SEO;

• Find the best keywords in seconds
• Decipher search intent like a pro 
• Fix SEO issues before they hurt rankings
• Speed up content creation (but don’t let it take over)

With Google’s algorithm evolving alongside AI models, it’s clear that AI will continue shaping SEO. 

But here’s the bottom line: SEO isn’t just about automation; it’s about fostering connection. The best approach? Use AI to enhance your strategy, not replace it. 

The real magic happens when human creativity meets AI efficiency.

AI-powered content creation: Can machines really write like humans?

It’s an undeniable fact that AI can churn out content way faster than the human mind. But the real question is ~ Is it good?

Well, not necessarily. Speed can be a great thing, but what really matters is whether the content connects with your audience, holds their attention, and drives action.

To be honest, Google doesn’t care who writes your content, human or AI, as long as it’s helpful, accurate, and valuable.

That means AI-generated content still needs to adhere to E-E-A-T standards (Experience, Expertise, Authoritativeness, Trustworthiness) to rank well.

So, how do you make AI-generated content work without sounding run of the mill, soulless or robotic?

Here’s how!

• Use AI as a brainstorming tool, not your sole writer. Let AI handle the research, outlines, and drafts, but human creativity is what makes content engaging.
• Fact-check everything. AI isn’t perfect (well, neither are we!), and it can sometimes pull outdated or incorrect information. Always verify before hitting publish.
• Make it sound like you. AI tends to sound generic; we recommend adding personality, adjusting the tone, and aligning it with your brand’s voice so it feels real and relatable.

Keyword optimization with AI: Finding the right balance

The days of yore and the days of stuffing keywords and hoping for the best have one thing in common: Yes, they are both ancient and will never return!

In the present day, SEO and machine learning work together to make keyword optimization smarter, more strategic, and way more effective.

AI-powered tools do a lot more than just suggesting keywords. They analyze search intent, competition, and trends to help you understand what people are actually searching for and why. 

This means you’re not just ranking for keywords; you’re coming up with content that truly answers users’ needs.

Here’s how you can use AI to help build smarter keyword strategies;

• Find the right long-tail keywords – AI digs deep to uncover specific, low-competition keywords that are easier to rank for.
• Spot seasonal trends – It helps you time your content perfectly by identifying when certain keywords spike in popularity.
• Keep things natural – AI ensures keywords fit seamlessly into content so you don’t end up with clunky, forced phrasing.

Technical SEO and AI: Automating the heavy lifting

Honestly, technical SEO may feel like a never-ending checklist of things to fix. Broken links, slow-loading pages, messy site structures… It’s a lot to keep up with. 

Here’s how AI makes technical SEO easier:

• Finds and fixes broken links & duplicate content – AI tools scan your site in minutes, flagging issues that could hurt rankings. This means you can bid adieu to manual checking.
• Optimizes Core Web Vitals – AI pinpoints what’s slowing down your site, whether it’s page speed, responsiveness, or stability, and suggests ways to improve it.
• Automates internal linking & schema markup 

The ethical dilemma: Are we trading authenticity for automation?

While we are all for the efficiency and easy research that AI brings to the table, one needs to pause and reflect on the repercussions and invisible cost attached.

If we depend too much on AI, we run the risk of turning content into lifeless, factory-produced words that lack depth, personality, and trust.

Let’s talk about some of AI content’s biggest pitfalls:

• AI tends to make stuff up. It sometimes creates completely false facts or statistics out of thin air. If you don’t fact-check, you’re spreading misinformation.
• Too much AI might equal boring content. Ever read something that feels like a robot wrote it? That’s what happens when AI-generated text isn’t refined; it sounds generic and uninspired.
• Google isn’t fooled. Pumping out low-quality AI content just to scale won’t trick search engines. Google rewards valuable, engaging content, not mass-produced fluff.

So, how do we use AI without losing authenticity?

As pointed out earlier, AI should be treated like a smart assistant, not a replacement. Let it handle the tedious stuff, outlines, drafts, and data analysis, but always inject human creativity, fact-check rigorously, and make content worth reading.

The future of LLMs and SEO

As AI rewrites the rulebook and search engines get smarter, SEO strategies must evolve accordingly.  Here’s an insight into the future from the crystal ball;

• More zero-click searches – Google is working towards answering questions directly on the search results page, meaning fewer users will actually click on websites. To stay visible, brands will need to focus on featured snippets, structured data, and concise, value-packed content.

• AI-driven search results – Google’s AI models are making search results more personalized, predictive, and intent-driven. Generic content won’t cut it anymore; only high-quality, relevant, and authoritative content will stand out.

• Rise of voice & visual search – Optimizing for conversational queries, natural language, and visual content will become the norm rather than the rarity.

The road ahead 

In case you are thinking about partnering with Mavlers for your SEO outsourcing needs, you might want to read ~ The Ultimate Guide to SEO KPIs with Mavlers.