The Quantum Mechanification of SEO
๐ช๐ฒโ๐๐ฒ ๐ผ๐ณ๐ณ๐ถ๐ฐ๐ถ๐ฎ๐น๐น๐ ๐ฒ๐ป๐๐ฒ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ ๐ค๐๐ฎ๐ป๐๐๐บ ๐ ๐ฒ๐ฐ๐ต๐ฎ๐ป๐ถ๐ฐ๐ ๐ฒ๐ฟ๐ฎ ๐ผ๐ณ ๐ฆ๐๐ข.
Traditional SEO worked like Newtonian physics: stable, predictable, measurable.
It was largely fixed. You could track your blogs and pages in search indexes with excellent precision.
Just like Newtonian mechanicsโwhere a particle has a precise position in space and timeโyour content lived in fixed coordinates on the search results page.
Sure, there were variables like geo, device, query rewrites, index freshness, and Google A/B tests, but over time, it still behaved in a reasonably stable, predictable way.
LLM search has blown this world apart. Itโs no longer about position. The best you can do now is think in probabilities.
Not in the exact physics sense, but precision is simply not available in LLM search.
And like in quantum mechanics, where you canโt predict a particleโs exact location, you can no longer claim fixed positions for your content.
Pushing the analogy further: the best you can do is predict the probability of your content being somewhere, just like the wave function in quantum theory predicts the location of a particle in the universe somewhere.
We will have to define something like a search function - the probability of being featured when your ICP enters a certain kind of prompt in an LLM.
The point is: your visibility isnโt a fixed spot anymore. Itโs the likelihood of being cited, surfaced, linked, or referenced based on:
Your authority.
Your presence in retrievable sources
Your alignment with real user intent
How models ground their responses
Until LLMs expose clear metadata (if they ever do), weโre operating in a world where probability beats position.
The key is accepting that this shift has arrived. And itโs already reshaping the fabric of SEO as we knew it.
Ranks are dissolving. Traffic patterns are shifting. Answer engines are rewriting the funnel. And brands are asking existential questions.
In this shifting landscape, the only thing that really matters is: How probable is it that your brand shows up when it counts?
BTS: The jokeโs on us
I kid around with the LLMs. But they always surprise. Here are some of the jokes on LLM Search that an LLM cracked on us
Old SEO: Content is king.
LLM SEO: Content is a subatomic particle with commitment issues.Google: Track your rankings!
LLMs: lol no. Hereโs a probability cloud. Good luck.
Thanks for reading through this. This is in no way a complete discussion on the topic, and as I mentioned. I will be adding more notes and discussions on LLM Search in the future editions, hopefully. This one might be something we dwell on for some time, given its gravity and the kind of disruption it has brought.
For this edition, please share your thoughts and ideas in the comments.
Regards,
The letter-writer.



ohh i love this insight. im seeing my SEO friends move into this space and knowing you can just โprobably predictโ AIโs citation of you makes todayโs marketing even more chaotic and ridiculously unmeasurableโin a huge way ๐ฅฒ looking forward to your next post