As Generative AI tools like ChatGPT, Google Gemini, etc., proliferate, they’re becoming a go-to for people seeking answers to their questions, replacing the standard search engine. These tools deliver more than a set of search results, scanning and summarizing content eliminating the need for searchers to review the content themselves. This new paradigm has upended traditional models for search engine optimization (SEO) that emphasized getting web pages and content at the top of search results listings to earn clicks. In its place, generative engine optimization (GEO) has emerged, in which content is shaped to increase the odds of being included in AI summaries, citations and recommendations.
Source: Muck Rack “Fundamentals of GEO”
With AI handling the review and providing an answer, the searcher trusts what the AI engine tells them, often with no independent verification. Known as the “zero-click phenomenon” this is a fantastic outcome for whatever AI recommended and a terrible one for whatever it didn’t. Whereas SEO would often turn up numerous web pages and articles which could contain varying viewpoints for a searcher to consider, AI delivers a direct answer to a specific question.
Source: SimilarWeb “GenAI and How It’s Impacting US Publishers”
For companies who have worked for years to build authority through SEO, this is a dramatic turn of events. It’s no longer good enough to appear at or near the top of the search engine results; content must be properly cited in AI answers and summaries. If they don’t appear, they’re invisible to searchers; if they appear in the wrong context, misinformation can be damaging.
Public Relations Can Establish GEO Authority
The core tenets of public relations (PR) - consistent messaging, media relations, thought leadership, earned media - are the same strategies powering GEO. GenAI searches for consistent patterns as it scans sources to determine what information to summarize and return. This positions articles, interviews, blog posts, podcasts, and other sources that deliver consistent messages on a topic to shape what generative AI sees and trusts. AI is looking for clarity, credibility and relevance; if a journalist wouldn’t use the content, neither will AI.
In short, PR’s strengths align perfectly with what GEO loves to see:
Trusted relationships with journalists that lead to consistent coverage and quotes
Earning authoritative coverage from both high profile outlets and dedicated trades alike
Clear, consistent narratives across all owned and earned media makes it easily digestible and deliverable
Source: Muck Rack “What is AI Reading?”
GEO Success Thrives with Consistency
Since generative AI is constantly evolving and updating beyond its initial training, the results it delivers will too. For historical-focused queries, the AI can reference the data set it was trained on, but for queries focused on current trends or events, the AI will search and compile its results from recently published authoritative content. This means GEO success is about more than one campaign and single spike in visibility (which is valuable); it’s about building sustained, measurable impact over time.
As a Fundamentals-of-GEO-Cerified PR firm, PR Return can help with your GEO strategy and execution. Afterall, it’s what we’ve trained for with 20 years of PR success. Contact us today to discuss your needs.