Large language models are content-hungry; they are smart enough to understand what content is already available in their training process and what constitutes new content. This new, valuable content is what they require. That is why all the major technology companies involved in AI chatbots are forming partnerships with third-party companies that can provide this content. I tell people that if they truly want to rank high in search engines, they might find success with certain gimmicks for a month or two, but as AI continues to progress, generating high-quality content will be essential to achieving and maintaining a higher ranking.