The Quantum Mechanification of SEO

𝗪𝗲’𝘃𝗲 𝗼𝗳𝗳𝗶𝗰𝗶𝗮𝗹𝗹𝘆 𝗲𝗻𝘁𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗤𝘂𝗮𝗻𝘁𝘂𝗺 𝗠𝗲𝗰𝗵𝗮𝗻𝗶𝗰𝘀 𝗲𝗿𝗮 𝗼𝗳 𝗦𝗘𝗢.

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 mechanics—where a particle has a precise position in space and time—your 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. It’s 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 can’t predict a particle’s 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 isn’t a fixed spot anymore. It’s 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), we’re operating in a world where probability beats position.

The key is accepting that this shift has arrived. And it’s 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?

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BTS: The joke’s 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

1. Old SEO: Content is king.
   LLM SEO: Content is a subatomic particle with commitment issues.

2. Google: Track your rankings!
   LLMs: lol no. Here’s a probability cloud. Good luck.

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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.

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