Keeping up with the evolving landscape of search engine optimization (SEO) in the era of large language models (LLMs) like ChatGPT and Google’s Gemini is crucial for businesses seeking to increase their visibility.
Thanks to AI, we are seeing a shift from traditional SEO, which focused on keyword rankings and backlinks, to generative engine optimization (GEO), emphasizing the importance of brand mentions and content relevance in AI-generated responses.
You’ve likely invested a lot of time and resources into SEO, so how do you pivot to ensure you are showing up when potential clients or customers use ChatGPT to search for your goods or services?
Enter earned media.
Earned media includes media interviews you are not paying for but are instead “earning” based on your expertise. This is becoming more valuable for businesses as AI tools like search engines, voice assistants, and chatbots tend to prioritize trusted, high authority, and organic content.
Here are three ways to adapt your media strategies to ensure your content is effectively appearing in AI search engines.
Choose reputable outlets
AI search engines prioritize trustworthy sources, so appearing in high-authority outlets will boost your brand’s visibility in AI responses. Do some research on industry outlets and niche blogs that are reputable and relevant to your expertise. Outlets with strong editorial standards and a history of accurate reporting are also critical when increasing your chances or being cited in AI-generated search answers. These mentions and interviews build credibility with your target audience and send strong signals to AI systems about your brand’s relevance and authority.
As a bonus, this content is also great for your owned media channels. Repurpose your interviews in social media posts, share them in email newsletters, and publish them to your YouTube page. This strategy helps with visibility and reach.
Consider all mediums
AI search isn’t just pulling from written articles anymore; it’s also relying on information from podcasts, videos, webinars, and other rich content formats. This means your earned media strategy needs to expand beyond traditional outlets and should include new media, such as podcasts, niche online platforms, and industry-specific outlets. These outlets often provide an extended, in-depth interview, allowing you to showcase more of your expertise.
Be strategic with topics
Consider what your target audience is asking when they are searching for your product or service. By understanding your potential customers and their pain points, you can pitch outlets and journalists with ideas, insights, or topics that align with the questions and problems your ideal customers are actively searching for.
Search queries are now longer, in sentence or question form. For example, with traditional search engines like Google, someone who may call our office likely searches, “PR firm near me.” However, with ChatGPT, users are seeking more specific results, such as “find a PR firm that specializes in media relations and social media management for U.S.-based executives.”
We’ve recently worked with two clients who found us through specific ChatGPT searches. I appreciate this because users are finding our authentic content and determining if we are the right agency for their goals before they even spend time on a call with us. It’s more efficient and effective.
It’s not one or the other when it comes to SEO and GEO. The right PR strategy will help improve both by focusing on quality content in reputable outlets so more of your ideal customers or clients can find you.
Kristi’s article was originally posted in Inc. on June 25, 2025.