Why GEO Is Becoming a Must-Have in Modern PR Strategies
If the past two decades of digital marketing were defined by SEO, the next chapter is being shaped by something new: generative engine optimization, or GEO. As AI-powered search experiences like ChatGPT, Google AI Overviews, Claude and Perplexity reshape how people discover information, brands are no longer just competing for clicks; they’re competing to be included in the answer. This shift has notable implications for public relations, and it’s happening faster than many organizations realize. If your brand isn’t included in generative engines’ responses when prospects are asking questions, you may never enter the consideration set at all. One of the most important drivers of visibility in this environment? Earned media. As AI models pull information from across the digi...