LEO (LLM SEO): The Future of Ecommerce Visibility and How Brands Must Adapt

In the rapidly evolving world of ecommerce, visibility and discoverability directly influence growth. Traditional SEO, which heavily relies on keywords and backlinks, is now evolving due to the emergence of Large Language Models (LLMs) such as ChatGPT and Google Gemini. LEO (Large-model Engine Optimization), also referred to as AI-powered SEO, is becoming a crucial strategy for retailers.

A Brief Overview: AI and SEO in Ecommerce

Large Language Models understand and generate human-like language by processing vast datasets. These models, including ChatGPT and Gemini, utilize natural language processing (NLP) and retrieval-augmented generation (RAG) to provide accurate, context-rich responses to user queries.

For ecommerce SEO, this matters because AI-driven tools increasingly provide direct answers to consumer inquiries, significantly influencing purchasing decisions. Adobe reported a 1,300% increase in AI search referrals to U.S. retail sites during the 2024 holiday season, highlighting the importance of LEO strategies[1]. Furthermore, referrals from traditional Google searches to ecommerce sites dropped by 9% year-over-year by May 2025[2].

Differences and Intersections: Traditional SEO vs. LEO

Ecommerce-Specific AI and LEO Trends (2025)

• AI-enabled ecommerce market projected to reach $8.65 billion in 2025, growing to $17.1 billion by 2030[3].

• 86% of SEO professionals have integrated AI into their workflows, with 61% declaring AI core to their strategy by 2025[4].

• Companies using AI tools report up to 45% increases in organic traffic and 38% boosts in ecommerce conversion rates[5].

• LLM-driven referral traffic expected to surpass traditional search by 2027, underscoring the urgency of LEO adoption[6].

Actionable Steps for Ecommerce Brands

1. Design for AI Discoverability

   • Rewrite content to a conversational tone.

   • Embed structured Q&As and schemas for AI snippet generation.

2. Enhance Semantic and Embedding Relevance

   • Use tools such as SurferSEO or Clearscope for semantic depth.

   • Include FAQs and detailed product descriptions that align with natural queries.

3. Optimize Technical Architecture

   • Ensure fast-loading pages, static HTML/CSS, and clear metadata.

   • Optimize content for embedding by LLMs.

4. Enhance Conversational Experiences

   • Deploy chatbots powered by LLMs.

   • Regularly review chatbot interactions to refine content.

5. Measure and Iterate

   • Track AI referral traffic and conversion metrics.

   • Adjust strategies based on performance data.

Preparing for AI-First Ecommerce

By adopting LEO strategies, ecommerce brands position themselves to thrive in an AI-first environment, enhancing their visibility, engagement, and market share.

Stay ahead,

Ricardo Gomez-Cendon

LinkedIn for Weekly AI best practices

References:

[1] Adobe, "2024 Holiday Season Ecommerce Report," https://www.adobe.com/research/2024-holiday-ai-report

[2] Adobe, "Ecommerce Trends Report May 2025," https://www.adobe.com/research/2025-ecommerce-trends

[3] SellersCommerce, "AI in Ecommerce Market Report 2025," https://www.sellerscommerce.com/market-reports/ai-ecommerce-2025

[4] SearchAtlas, "SEO Professionals AI Adoption Report 2025," https://www.searchatlas.com/reports/seo-ai-adoption-2025

[5] SEOmator, "AI Impact on Ecommerce SEO Report 2025," https://www.seomator.com/reports/ecommerce-seo-ai-impact-2025

[6] Semrush, "LLM and Search Traffic Forecast 2025," https://www.semrush.com/reports/llm-search-traffic-forecast-2025