If you have used Google recently, you will have experienced firsthand how AI has transformed the search experience. In search marketing, the widespread use of AI Summaries is altering how consumers find brands and prompting a reassessment of established digital strategies.
From SEO to GEO: the new rules of visibility
Search engine optimisation (SEO) has traditionally been used to increase online visibility. With the development of artificial intelligence, a new approach called Generative Engine Optimisation (GEO) is emerging. Instead of delivering lists of clickable links as search engines have previously done, AI-powered search tools now provide summaries based on information from various sources and may include generated perspectives.
This shift to zero-click search means users may never reach your website at all. Instead, the AI assistant is making up its mind about your brand by reading everything else that’s been written about you online, from news articles and customer reviews to industry blogs and analyst insights.
That’s where PR comes into its own.
Why PR matters more than ever
Public relations has consistently benefited traditional SEO, especially through effective link strategies. Before AI, Google’s algorithms already valued online brand buzz in rankings. GEO now amplifies this effect.
The performance of GEO depends on the way Large Language Models (LLMs) process and understand information. These models are typically trained to give preference to reliable third-party sources instead of web content that promotes an organisation. As a result, brands mentioned in editorial coverage from reputable sources are more likely to be recommended or referenced by AI systems.
As PRWeek noted in a recent celebratory headline, the PR industry is now “sitting on a goldmine”. Many aspects that GEO incentivises – such as earned media, authoritative features, and press releases – are traditionally part of public relations activities. Marketing teams that understand and embrace this can gain a serious competitive advantage.
And as one strategist put it in Entrepreneur: “That’s why editorial media coverage remains the most powerful tool in modern PR – and it matters now more than ever. There are two core elements here: high-quality editorial features and press releases.”
The key shift: authority beats ownership
Think of it this way: Google used to reward what you said about yourself. AI now rewards what others say about you. This fundamental change means PR is no longer just about visibility: it’s about measurable impact.
It’s also worth noting that AI isn’t just repeating facts. It’s curating and interpreting content, so if your brand isn’t appearing in authoritative, context-rich environments, you risk being left out of the conversation entirely.
So, what should we do?
In today’s landscape, earned media isn’t just influential – it’s essential for algorithms. PR and SEO must work together.
But, a word to the wise: public relations is not a quick fix or an easy “bolt on”. For something now so impactful in the digital world, PR remains a surprisingly human activity.
It’s not about pushing out content on autopilot. It’s about creating authentic, valuable stories that deserve coverage in trusted media – content that earns AI’s recognition while strengthening the human-facing credibility that PR is built on.
A key mantra is: if it works for a human, it will work for AI. Quality and authenticity are everything.
