![SEO, generative AI and LLMs: Managing client expectations SEO, generative AI and LLMs: Managing client expectations](https://searchengineland.com/wp-content/seloads/2023/07/Generative-AI-in-search-What-search-marketers-should-prepare-for-800x450.png)
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.
Preliminary steps: Ask the client the right questions
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:
Assess client familiarity
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.