The way people search for information on the internet has changed. Googling is giving way to dynamic, conversational interactions with generative AI tools such as ChatGPT, Gemini and Perplexity. As a result, GenAI is fast becoming the first stop in the buying journey.
What is Generative Engine Optimisation (GEO)?
As AI-powered search tools become more central to how people discover information, a new strategy called Generative Engine Optimisation (GEO) is gaining traction, especially in PR and communications.
GEO focuses on increasing the visibility of content within AI-generated responses, rather than traditional search engine rankings. A GEO strategy ensures that your content is not only discoverable but also cited and summarised by generative engines when users ask questions that are relevant to your brand or expertise.
By strategically earning mentions and citations in high authority content such as tier one media articles, whitepapers and thought leadership pieces or by positioning your spokespersons as credible, authoritative voices in their industries, you can help shape the responses that generative AI tools deliver to users.
Shaping Brand Authority in the Age of Generative AI
For PR professionals, marketers and brand strategists, GEO offers a powerful way to ensure our clients’ voices are not just heard but actively surfaced in AI-generated responses. It gives us the opportunity to shape perceptions at the point of discovery, where trust and authority are built in milliseconds.
By regularly querying generative engines and documenting how frequently brands are mentioned, recommended or compared to competitors, you gain a real-time view of their influence in the AI landscape. This isn’t just about visibility, it’s about relevance, credibility and strategic positioning at the point of engagement, ensuring that your brand is part of the digital conversation.
How is PR Helping Generative Search?
Generative AI engines don’t just repeat facts. They synthesise information to create coherent, human-like narratives. When generating responses these tools prioritise content from high authority, trusted sources. Often editorial. That means press coverage isn’t just good for visibility, it’s becoming the foundation of what GenAI tools present to users.
PR is playing a critical role in this process, helping shape the narratives and trusted sources that GenAI tools draw from to inform and influence user decisions. By aligning media strategies with Generative Engine Optimisation (GEO) you can ensure your brand is not only seen but meaningfully represented in the answers delivered to digital-first consumers.
Navigating the Future of Search – Our GEO Optimisation Services
The world of GEO is new, complex and rapidly evolving. The GEO space can feel unclear, uncertain and confusing. That’s why we’ve partnered with Brandi AI, the most comprehensive platform built to make your brand visible in AI-generated answers.
After getting early access to Brandi and exploring the world of GEO Optimisation, we believe this is going to be a game-changer for Gen AI search.
Together with Brandi AI, we can help our clients uncover exactly where their brand appears, and where it doesn’t, in AI-generated results. We provide clarity on how visible your brand truly is in this new landscape, helping you track your presence across multiple AI engines and benchmark your performance against competitors.
Beyond visibility, we dig into the data. Our team can help you understand the metrics behind real-time AI visibility, turning complex analytics into clear insights. From there, we can develop an actionable GEO strategy designed to get your brand cited, stay visible and remain top of mind in generative answers.
If you’re interested in finding out more, get in touch with us and we’ll be pleased to arrange a demo and chat about how we can support your brand with GEO optimisation.