Is your organisation showing up in AI search results?
When someone asks ChatGPT or Google’s AI a question, it doesn’t just send them a list of links. It gives them an answer, and if your organisation isn’t part of that answer, you’ve effectively been skipped. Nearly 60% of searches now end without a single click to an external source. This is the reality of Generative Engine Optimisation (GEO), and it is changing what good PR looks like.
The good news? Earned media and traditional PR coverage, turns out to be exactly what AI systems look for. Here’s what you need to know:
Not all publications are created equal. AI is influenced by different publications to different degrees. For example, a niche blog that is considered to be more trustworthy on a topic might have more ‘clout’ with the AI systems than a traditional media outlet. Some publishers have even agreed deals to ensure their content is searchable by AI.
Press releases still matter. Press releases distributed via news wires are one of the most reliable ways to get your information into places AI actually looks at. Leading with what’s new is a foolproof way to get more widespread interest.
Positive coverage drives citation. AI notices sentiment so neutral coverage can actually read as a negative signal. Consistent, favourable coverage across earned and owned media actively improves your visibility.
Your website needs to be AI-readable. Many websites inadvertently block AI crawlers – through Cloudflare settings, outdated robots.txt files, or slow page speeds. If AI can’t access your site, it can’t cite you and therefore you are not acknowledged as a potential source in a search.
The brands that stand out in this environment aren’t those who are the noisiest, they are the ones who are most trusted. That’s always been the goal of good PR; now it’s the goal of good GEO too.
If you would like to find out more about how Allegory could help you navigate communications and PR in the era of GEO, get in touch with us: bizdev@allegoryagency.co.uk
