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Large Language Models (LLMs) remain a hot topic in SEO – especially with the popularity of OpenAI’s ChatGPT and other generative AI tools with user-friendly chat interfaces.
It’s so easy to get excited about the potential of generative AI and what it means for an SEO strategy. But managing client expectations remains critical. 
This overarching guide serves to help SEOs educate clients on the potential functionality of LLMs as it applies to SEO from the client perspective. This pragmatic approach will help you set and maintain realistic expectations throughout your SEO projects.
Some clients come to the table operating from info collected in word-of-mouth interactions, social media posts, and headlines rather than a detailed understanding of what AI is and how it works.
As the expert in the room, the SEO maintains the responsibility of naming both the benefits and drawbacks of using AI tools for organic search initiatives.
Asking the right questions before jumping in too far clarifies objectives and serves as a preliminary risk assessment for all parties:
Gauge the client’s knowledge of LLMs (as it pertains to SEO) to ensure effective communication.
If the client brings up the topic, ask leading questions about what inspired the ask – whether it was an intensive course, first-hand experience, or a stakeholder brainchild. The conversation allows SEO to steady the course.
Determine what the client hopes to achieve in terms of return on investment (ROI) by using these tools.
Learn about the potential investment in enterprise or developer-owned versions of the tools that can offer more in terms of privacy and/or quality output.
With more context, help the client shape their specific goals for using generative AI in their SEO strategy if unclear.
Conduct empirical tests to assess the effectiveness of generative AI for a given task.
To get started, outline the steps involved in conducting empirical tests, such as:
Evaluate the feasibility, quality, and time efficiency of LLMs compared to manual methods.
Ensure that these metrics are directly tied back to any initial objectives set, providing a complete feedback loop in your project management.
A well-crafted POV document can help set clear expectations for clients.
A typical POV on using LLMs in SEO could include the following sections:
Creating a comprehensive POV document establishes a solid foundation for managing the client’s perspective and enables all parties to be on the same page before moving forward with the project. 
It’s no secret that effective marketing initiatives, SEO and otherwise, are built around clear objectives and goals.
Based on the client’s initial questions and the response to a POV, formulate Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) SEO goals for your project to ensure the usage of LLMs is for a specific purpose.
Using the findings from researching and testing the LLM tools, adding sensible deliverables to your SEO roadmap allows you to make necessary adjustments that align with your client’s overall goals and strategies. 
Remember that setting and managing expectations is an ongoing process, so be prepared to adapt and adjust your strategy and roadmap as needed due to technological advancements and changes in the legal landscape.
With proper planning and communication, you can help your clients harness the power of LLMs while minimizing potential risks and maintaining a sustainable and ethical approach to SEO.
When addressing client questions about AI and LLMs, consider the future implications of implementing the tools in an SEO strategy. 
Stay informed about industry trends and updates to make well-informed decisions about which tactics to employ.
For instance, while ChatGPT and similar tools can quickly generate FAQ and how-to blocks with associated schema, Google recently announced that this feature is being phased out for most sites. This emphasizes the importance of recognizing that the longevity of certain tactics may be uncertain.
In other cases, it is a matter of considering ethical concerns for a suggested SEO strategy using something like ChatGPT. 
For example, if a client intends to automate SEO content creation for numerous pages using prompts like “Write a 500–700-word search engine optimized article about Carpet Cleaning in XYZ City” without human supervision, imagine the potential impact on user experience and search engine reactions to similar content across multiple websites. 
Pose questions such as:
This line of thinking can help prevent wasted resources and ensure a more sustainable approach to SEO.
By following the steps outlined in this article, and maintaining open lines of communication with your client, you can foster stronger relationships and ensure the long-term success of your SEO projects. 
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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