Vercel's LLM SEO Playbook: What They Missed

Vercel recently published a fantastic guide on adapting SEO for LLMs. It’s a masterclass in the craft of writing content that AI models can understand and cite.

It’s also a perfect example of an architect designing a skyscraper without any instruments.

Their guide tells you how to pour the foundation and frame the walls. But it offers no way to check if the building is level, if it’s stable, or if a competitor is building a taller one right next door. You can't improve what you don't measure.

What Vercel Gets Right

Let’s be clear: Vercel’s advice on content creation is spot-on. They correctly identify the principles that form the bedrock of any successful Generative Engine Optimization (GEO) strategy.

• Create definitive sources: Go deep, provide evidence, and publish original insights.
• Structure for machines: Use clean headings, semantic HTML, and schema markup.
• Seed authentic citations: Earn real mentions on high-authority platforms.

This is the non-negotiable work. It gets your foot in the door. But it doesn't tell you if you're winning.

The Measurement Gap

Deep in their article, Vercel admits the critical flaw in their own strategy:

There’s no reliable dashboard showing if your content appears in answers or is embedded in training data.

This is where hope replaces strategy. You create content, cross your fingers, and hope it works. But hope isn't a business plan. You need data.

To show what Vercel is missing, we used ReLens to analyze their AI presence with a single, high-intent prompt a question they absolutely need to win:

What is the best platform for deploying a Next.js application?

The results are eye-opening.

1. The Competitive Threat You Can't See

At first glance, Vercel is doing great. Our Presence Benchmark shows they are mentioned in 70% of AI-generated answers for that prompt. That's a solid win and proof their content efforts are paying off.

But here’s what they can’t see: Netlify is mentioned in 65% of responses.

A 5% lead is not a moat; it's a razor's edge. Without measurement, Vercel is completely blind to this existential threat. They are one algorithm update or one smart competitor away from losing their top spot. Meanwhile, other players like AWS Amplify (45%) and Render (20%) are also in the race.

2. The Sources That Actually Matter

Next, we looked at why models recommend what they do. Presence is the "what"; trusted sources are the "why."

Vercel’s strategy focuses on creating definitive content on their own domains (vercel.com and nextjs.org). But our Industry Top Sources data shows that AI models form their opinions elsewhere.

While Vercel's sites are on the list, the conversation is dominated by third-party communities and blogs like dev.to, medium.com, digitalocean.com, and kinsta.com.

This reveals a huge strategic gap. To truly own a concept, you can't just publish on your own blog. You have to win the narrative on the neutral, high-authority platforms that AI models trust most.

From Content Tactics to a Strategic GEO Loop

Vercel's playbook is a linear path: Create Content -> Hope for the Best.

A data-driven GEO strategy is a continuous loop: Create -> Measure -> Analyze -> Improve.

With ReLens, Vercel could transform their strategy. The data gives them a clear path forward:

1. Measure: They’d see their fragile 5% lead over Netlify.
2. Analyze: They’d recognize that their authority is weak on the third-party platforms that matter most.
3. Improve: They could launch a targeted campaign to reinforce their expertise on dev.to and medium.com through guest posts and community engagement, turning their fragile lead into a durable competitive advantage.

This is the power of moving from content creation to true Generative Engine Optimization.

Don't Just Build, Measure

Vercel has given the world an excellent map for creating content. But in the crowded, fast-moving world of AI, a map is not enough. You need a GPS.

Creating content without measurement is like shouting into the void and hoping your customers hear you. ReLens provides the eyes and ears you need to see if your message is landing, who is winning the conversation, and where to focus your efforts next. It turns a hopeful content strategy into a measurable, competitive business function.

Ready to see how AI perceives your brand? Book a demo with ReLens today and take control of your AI footprint.