The PR Club recently hosted an informative panel discussion exploring how the shift from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) is changing the communications industry. With an increased focus on authority and credibility, AI tools are reinforcing the value of traditional PR tactics.
Bringing together a diverse range of perspectives, the conversation spanned a wide range of topics from the technical side of AI citation measurement to the way agencies are advising clients on evolving strategies. One thing was clear throughout the discussion: GEO is on everyone’s mind.
As AI overviews appear at the top of more search pages above organic blue links, company leaders are asking their comms teams and agency partners how they can start showing up in these AI-generated responses.
Panelists emphasized that while GEO introduces new considerations, it does not supplant SEO. Strong SEO fundamentals, such as structured content and high-quality backlinks, continue to support performance in AI-generated results. As teams work to optimize their strategies for AI, the biggest difference is a growing focus on recommendations instead of rankings.
Build Credibility with PR Fundamentals & Measure What Matters
In GEO, trusted sources are essential. AI tools tend to prioritize authoritative, verifiable information when generating answers. For PR teams, this reinforces the importance of:
- Consistent brand messaging
- Backing up claims with data and proof points
- Building an integrated communications strategy across earned, owned, and shared channels
AI technologies are reinforcing the value of traditional PR tactics. For example, earned media plays an important role in establishing the authority that AI tools look for. Trade media and industry publications have become particularly influential due to the depth and educational nature of their content, especially when AI bots are able to crawl their websites.
Measurement is also evolving in step with GEO. Instead of focusing solely on keyword rankings or backlinks, teams are beginning to track how often brands and experts are cited in AI-generated responses. New tools are emerging to help measure influence, identify which sources AI platforms find credible, and identify gaps in messaging.
GEO’s Impact on Content
During the panel, participants stressed the importance of helping clients understand how each part of a holistic communications plan works together to influence AI visibility.
Maintaining a steady drumbeat of content development and earned media placements is important for building credibility as well as ensuring that accurate information is included in AI overviews. Some agencies are recommending more frequent use of wire distribution for content that might previously have been published on a company blog. Adding FAQs or explainers to press materials was also highlighted as a simple but effective way to make content more accessible for AI systems.
There is no one-size-fits-all approach to GEO, but the panelists shared several types of content that can be influential in AI search results, including:
- Original data and research
- FAQs and explainers
- Educational and how-to content
- Thought leadership and expert commentary
Be Authentic
As AI writing tools continue to proliferate, more and more content sounds the same. Brands need to develop an original voice to help them connect with the right audience. The need for differentiation is driving an increase in job postings for brand storytellers and editorial directors to help brands act as publishers.
With a preference for trusted experts, GEO is also making executive visibility a priority. Building authority for company spokespeople through awards, panel and conference appearances, LinkedIn and personal blogs, and thought leadership opportunities helps reinforce credibility both for AI tools and customer audiences.
Embrace GEO in Your Career
The panel touched on what the rise of AI tools and GEO measurement means for us as communications professionals. The group all agreed that it is important to stay curious and keep learning about the latest developments in AI. Whether through courses, industry podcasts, or experimentation, embracing ongoing change is the best way to advance your career. While AI is evolving rapidly, don’t forget to lean into your human strengths like creativity, critical thinking, and relationship building.
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Did this discussion pique your interest? Check out our upcoming events for more!This blog was written by Tayler Vranicar, PR Club Board Member