READY, STEADY G(E)O!
PR in the Age of AI Search – Why GEO is the New SEO
And Earned is Everything
As Brazen’s client director, it’s my job to connect the dots, spot the signals and deliver work that makes an impact. It’s no coincidence that’s exactly what AI engines are doing too; they’re scanning vast amounts of data to provide the perfect answer. The difference here is the human effect; the ability to step back and spot the opportunities for clients because those brands that win in the AI era won’t be those who automate everything, but those who combine smart use of AI with original human creativity.
PR now sits in the driver’s seat of visibility because there’s a shift happening from SEO to GEO, a shift brands can’t ignore.
The Stats
SEO used to be about ranking high on a results list. Today, GEO (Generative Engine Optimisation) is about being the answer itself. The stats are powerful….
95% of the sources powering Large Language Models (LLMs) come from earned media (ie PR!)
67% of Gen Z and 53% of millennials already use GenAI (Generative AI) over Google
36% of people discover a new product through ChatGPT, rising to 47% for Gen Z
In other words, the stories and reviews earned through PR now shape what AI platforms like ChatGPT, Perplexity, Gemini and Claude serve back to consumers.
Zero-click search is becoming the new customer journey. We’re entering an era where users often don’t click through, because the answer is right there in the AI summary. That means:
- Coverage is no longer the end result. It’s the starting point
- Every headline, every review, every piece of earned content becomes fuel for GEO
- The old funnel (Query → Ad) is now flipped (Query → Organic content → Ad)
The clicks you do get are higher quality with consumers already convinced by what they’ve read.
Risk & reward
But of course, there are both risks and opportunities here. AI doesn’t just summarise, it interprets. Engines like Perplexity often serve “two positives and one negative” when recommending products. That creates:
– Risk: bias, misinformation, and damaging narratives from forums or Reddit
– Opportunity: to own the narrative, address issues head-on, and fuel AI with authoritative sources
And that’s where we come in. We’re helping brands respond by owning the narrative and not burying issues, engaging transparently with responses to shape AI perception and investing in reviews and third-party content, because AI cites them heavily.
And, because AI rewards clarity, At Brazen, we’re now structuring content to serve both journalists and chatbots. That means:
– Clear headlines and subheads
– Bulleted lists
– Advising clients to update their owned media (websites and social channels) with FAQ and About Us pages optimised for AI discovery
– Linking earned media placements with owned content (LinkedIn posts, blogs, newsletters)
And crucially, we measure success differently: not just clicks or reach, but inclusion in AI answers, sentiment, impressions and authority.
Introducing our Visibility & Algorithm Audit (V&A in brief!)
This is where we take clients from insight to action.
Brazen’s Visibility & Algorithm Audit reveals how your brand shows up across emerging AI platforms – and where the gaps and opportunities lie. We use tools like STAT, Moz, Meltwater and InTheMixAI to track:
1. Search visibility – your brand vs competitors across ChatGPT, Perplexity, Google AI and more
2. Competitor share of voice – who’s dominating your category
3. Content gap insights – where you’re missing out and what to create next
4. Geo-targeting – keyword performance across 20+ countries
5. Source & citation tracking – which URLs and sources AI engines use when answering queries about your brand
The outcome? A data-informed, AI-first content strategy built for visibility, credibility and cut-through.
And finally….
Today has been heralded as ‘The Golden Era Of PR’ (hurrah!), where earned media doesn’t just make headlines, it shapes the answers AI delivers to the world.
In a zero-click world, being the answer is everything. At Brazen, we’ve developed tools to building AI-first PR strategies to keep you, our clients, ahead of the curve.
Interested?
Let’s run your Visibility & Algorithm Audit and show you exactly how your brand shows up in the age of AI search.
Talk to me about our Insight Package for quick wins and clear direction or go deeper with our Intelligence Package for full optimisation across earned, owned and technical performance.
We’re also offering up Golden Hour lunch and learn sprint sessions for your teams; again, drop me a message and we’ll get that locked in!
Drop me an email at peter@wearebrazenpr.com or get in touch with the team
Thanks, PB x
