LLM Visibility vs SEO KPIs

Crystal Carter, Head of SEO Communications at Wix, presents a framework for measuring LLM visibility alongside traditional SEO metrics. She introduces the 'WRAP' framework (Regular, Accurate, Prominent, Positive) for evaluating citation quality in large language model responses. Carter demonstrates that LLM optimization requires distinct tactics from traditional SEO, though they share common foundations. She recommends tracking LLM traffic through form fields asking 'How did you hear about us?' and GA4 filters for AI referrers. Carter emphasizes that brand mentions in LLMs don't always include citations, making URL attribution crucial. She notes LLM traffic reached 15 billion visits in Q1 2025, up significantly year-over-year. Bottom-of-funnel content and timely, unique information receives more LLM citations than general knowledge queries. Carter advises testing LLM.txt files if implementation is low-lift, but considers it non-essential if technically complex. She stresses that LLM optimization is a distinct discipline warranting separate measurement and strategy.