Large Language Models (LLMs) like ChatGPT, Gemini, Claude, and other AI search engines are quickly gaining popularity among internet users looking to research their latest query.

If it feels like your company just figured out SEO for Google, only to now face the challenge of mastering AI search engines, you’re not the only one.

So, the question now is:

What helps AI search engines choose your company to show in their search results?

GEO (Generative Engine Optimization)

GEO is the process of optimizing content to increase visibility and influence in AI-generated search results from generative engines like ChatGPT, Perplexity, and other LLMs.

In other words, GEO is the list of traits and characteristics that AI search engines are looking for when scraping the web for answers to a user’s prompt. Adhering to these traits will optimize your company’s performance in AI search engines to increase your chances of being shown to more users.

With strong GEO, your brand's information has a higher chance of being cited, referenced, or directly included in AI's synthesized responses to user queries. And in today’s evolving internet search methods, having brand visibility where it matters can make or break a company.

PR is critical to strong GEO performance

There are a few top factors for achieving GEO. First, consider that the AI search engine needs to be able to quickly understand your content. Using a question-and-answer format, including a FAQ page on your website, and writing your company’s blogs and webpage copy in conversational, straightforward language are all helpful ways to lighten the lift for an LLM attempting to comprehend your brand.

The other vital component is credibility. Achieving strong GEO means your company appears in high-authority, third-party websites. This includes places like news sources, review sites, and articles written by credible journalists.

Muck Rack’s recent “What is AI Reading?” report shows that 95% of links cited by AI are from non-paid media, most notably corporate blogs (37%) and news stories (27%). AI trusts credible sources such as Axios, The Associated Press, Bloomberg, and Reuters – publications Gateway Group regularly secures coverage within for our clients.

As the report mentions, paid marketing and sponsored links rarely populate.

This means that a public relations strategy is not only helpful in increasing your company’s likelihood of being included in AI search results, but also vital.

Although a healthy marketing plan will encompass a mix of mediums and touchpoints for audiences (paid ads, social media, press releases, and more) the takeaway here is that, for LLMs specifically, it’s not enough to blast your brand’s message across owned or paid channels. AI search engines are designed to look to third-party, journalistic sources to validate the credibility of your company.

Timing matters

Lastly, another significant aspect of good GEO: recency.

And if you think about it, it makes sense. LLMs are constantly looking for the latest information so they can provide users with the most accurate answer possible to their query. How useful would it be if they were populating search results with outdated answers? Not very.

For companies looking to continuously rank well in AI search results, this means an “always on” active public relations strategy is crucial. That way, you have a team of experienced PR professionals consistently working to make sure your company stays in front of industry publications as they push out relevant news.

Ready to start ranking in AI search?

At the end of the day, if you’re not in the media that AI trusts, you won’t show up in the search results that matter. Companies investing in strategic PR, seeking ongoing earned media coverage will dominate AI search visibility.

Contact us to learn more about a public relations strategy for your brand.

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