AI search is evolving fast, and with it comes new “must-have” SEO tactics. One of the latest is LLMs.txt—a proposed standard many tools and plugins are now promoting as essential for AI search visibility.
But here’s the truth: no AI platform currently uses LLMs.txt. So, why are so many platforms rushing to adopt and promote it? And is it really worth your time? Let’s break it down.
What Is LLMs.txt?
LLMs.txt is pitched as a way to provide AI systems (like ChatGPT, Bing, or Perplexity) with a curated version of your site’s content. In theory, this would help AI summarize and cite your website more accurately in answers.
Sounds useful, right? The problem is—it’s still just a proposal, not an accepted standard. No AI platform has confirmed that they support or use it.
Why the Confusion Around LLMs.txt?
A recent Reddit thread captured the confusion perfectly. An SEO reported that SEMrush flagged their missing /llms.txt file as an “issue,” leading them to wonder if they needed to create one.
Semrush’s audit tool even warns:
“If your site lacks a clear llms.txt file it risks being misrepresented by AI systems.”
But this warning is misleading. Google’s John Mueller stepped in to clarify:
“Good catch! Especially in SEO, it’s important to catch misleading & bad information early, before you invest time into doing something unnecessary. Question everything.”
Translation: You don’t need LLMs.txt.
Why AI Platforms May Never Use LLMs.txt
There are good reasons why AI platforms have avoided adopting LLMs.txt so far:
- Trust issues – A separate file can easily be manipulated by SEOs to game AI rankings.
- History of abuse – Hidden text, prompt injection, and structured data manipulation already exist. LLMs.txt would be another loophole waiting to be exploited.
- Better alternatives – AI models can already read your HTML directly. On-page content is far more reliable.
Research from 2024 even demonstrated that attackers could manipulate LLM results using “Preference Manipulation Attacks,” making it more likely their content gets recommended.
If there’s a loophole, someone will exploit it. That’s why AI platforms may choose to skip LLMs.txt altogether.
What SEO Plugins Are Saying
Different SEO plugins have taken different stances:
- Squirrly SEO: Offers LLMs.txt only because users asked, but clearly states it doesn’t help with AI visibility.
- Rank Math: Suggests AI chatbots actually use curated LLMs.txt content—which is misleading.
- Yoast SEO: Takes the middle ground, explaining it could help, without overstating benefits.
The result? Mixed messaging that fuels more confusion among site owners.
The LLMs.txt Misinformation Loop
Here’s how the cycle works:
- Marketers worry about AI visibility – they feel pressured to “do something.”
- SEO tools add LLMs.txt options – reinforcing the idea it’s necessary.
- Businesses adopt LLMs.txt – even though no AI uses it.
This creates a self-reinforcing loop of misinformation that wastes time and resources.
Bottom Line: Should You Use LLMs.txt?
Right now, LLMs.txt is unnecessary. It won’t improve your AI search visibility because AI platforms simply don’t use it.
Instead, focus on what does matter:
- High-quality, authoritative on-page content
- Strong site structure and technical SEO
- Building brand authority across channels
At SEO Guru NYC, a leading New York SEO agency, we stay ahead of trends like LLMs.txt so our clients don’t waste time on tactics that don’t deliver results. Our focus is on proven strategies—building authority, optimizing on-page content, and ensuring your brand is discoverable in both traditional and AI-powered search. If you want expert guidance that cuts through SEO hype and drives measurable growth, partner with us today.
