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LLMs.txt and Google Search: What Marketers Really Need to Know in 2026

What Is LLMs.txt? | Does Google Use It for Search Rankings? Jan 30 / 2026

When LLMs.txt files started appearing on some Google websites, the SEO world immediately assumed something big was happening. Was this Google’s new way of controlling how AI models use content? A new ranking factor? A replacement for robots.txt? No.

Google quickly clarified (through John Mueller’s public comments) that the Search team does not use or endorse LLMs.txt. The file showed up simply because Google’s internal CMS added support for it, and some teams didn’t bother removing it. That’s all.

So, let’s break down what this really means for marketers.

What Is LLMs.txt?

LLMs.txt is an unofficial proposal that lets websites specify how AI models can use their content. Unlike robots.txt, it has no standardization, no enforcement, and no adoption from major AI companies, including Google, OpenAI, Meta, Anthropic, or Mistral.

It’s an idea, not a protocol.

What Google Actually Said

Here are the key points Google confirmed:

Q: Does Google Search use LLMs.txt?

No.

Q: Does its presence on Google properties mean endorsement?

No. John Mueller explicitly stated it is not an endorsement.

Q: Should businesses create LLMs.txt files?

There’s no benefit for SEO, crawling, ranking, or content protection.

Q: Why does it appear on Google subdomains?

Due to a CMS update, not a Search ranking signal.

Should Businesses Use LLMs.txt?

In its current form, LLMs.txt:

  • Doesn’t influence rankings
  • Doesn’t stop AI training
  • Doesn’t affect Google crawling
  • Isn’t recognized by major AI systems

So, marketers don’t need to spend time on it.

If you already created an LLMs.txt file…

Nothing bad will happen.
It neither helps nor hurts.

If you didn’t create one…

You’re perfectly fine.

Also Read:  AI Overview Optimisation: The New Frontier of SEO (and How We’re Winning It)

What You Should Focus on Instead

    • Strengthen Your Robots.txt Strategy

Robots.txt is the only officially recognized standard across search engines.

    • Use Noindex Properly

Google fully respects noindex for search crawling.

    • Fortify High-Value Content Behind Protections
      For proprietary content:

      • Use logins
      • Use paywalls
      • Use tokens
      • Disable copy-paste
      • Watermark images

These are far more effective than LLMs.txt.

    • Prioritize First-Party Data CollectionAI models and search engines fluctuate.
      Your own data remains your strongest asset.Collect:

      • Email lists
      • Customer preferences
      • CRM insights
      • Behaviour patterns
      • UGC
    • Focus on EEAT (Experience, Expertise, Authoritativeness and Trustworthiness)

Google’s ranking systems still depend heavily on EEAT, not hypothetical files.

  • Build Content That AI Overviews Can Cite

Since Google AEO increasingly quotes well-structured Q&A style content, optimise:

  • Direct questions
  • Direct answers
  • Source-backed claims
  • Clear language
  • Minimal jargon

This helps both humans and AI systems understand your content better.

Why This Confusion Matters

The LLMs.txt buzz shows how quickly the SEO industry reacts to anything connected to Google. But this also highlights an important truth:

If Google Search doesn’t document or announce it, it is not a ranking factor.

The Real Future of Content Control

AI companies may eventually adopt universal standards for training permissions, but LLMs.txt isn’t part of that conversation today. Google already has its own “AI Web Publisher Controls”, and other companies use different systems, making a single universal file unlikely for now.

Conclusion

LLMs.txt is not an SEO tool, not a ranking signal, and not recommended by Google Search. Google’s own clarification makes the takeaway simple – focus on proven SEO foundations, not experimental file formats. As AI and search evolve, businesses that invest in authoritative content and clean technical optimisation will stay ahead.

If you want guidance rooted in real data, not just trends, our digital marketing experts are here to help. Partner with us to build visibility, trust, and long-term growth in a fast-changing search landscape. Contact us now!

Frequently Asked Questions

Q: Does Google Search recommend using LLMs.txt?

No. Google Search does not endorse or use LLMs.txt.

Q: Did Google’s CMS automatically create LLMs.txt files on some pages?

Yes. Some Google developer properties added the file due to a CMS update.

Q: Should marketers use LLMs.txt to protect content?

No. AI companies do not universally recognize or enforce it.

Q: Is LLMs.txt equivalent to robots.txt?

No. Robots.txt is an official standard; LLMs.txt is not.

Q: Does LLMs.txt influence SEO or rankings?

No. Google Search does not use it for crawling, indexing, or ranking.

Q: How do businesses actually control AI access?

Use existing, recognized tools:

  • txt
  • Noindex
  • Paywalls
  • API gating
  • Copyright notices
  • Blocking AI-related user agents (when available)


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