AI is rapidly changing how consumers and industry professionals search for information. In fact, according to Ofcom, 54% of adults now use AI. What’s more, 26% of users end their browsing directly at the AI Overview*.
Enter Generative Engine Optimisation (GEO), the practice of tailoring content so it is surfaced more accurately and prominently in responses from the public large language models (LLMs) behind AI search.
As these LLMs (for example, ChatGPT) and AI summaries (such as Google AI Overview) start to replace traditional search engines, GEO is no longer just a ‘nice to have’ – it’s essential.
The great news? A lot of the digital PR and influencer work we’re already doing for clients positively influences GEO. The even better news? Our new GEO Navigator offering can help to finesse this even further.
How GEO Navigator Works:
We’ve invested in the tools and team to create a highly effective three-stage approach:
- Identify & Audit: We identify key user prompts – and test these with the target audience. Then audit exactly what AI is currently serving up about your brand and competitors, pinpointing any crucial content gaps.
- Create: Based on the audit, we build a tailored strategy and create relevant content. This includes targeting influential media outlets to build authority, driving thought leadership, leveraging key awards dominating conversation, actively participating in social and community forums, and leveraging influencer marketing to boost visibility.
- Monitor: We constantly track what AI is serving to users and tweak your PR output accordingly to keep you ahead of the curve.
Get a head start with our GEO top tips:
- Have a consistent stream of earned coverage: AI prioritises content that is recent and lives on authoritative, trusted sources like reputable media outlets. A consistent drumbeat of positive and relevant PR coverage is key.
- Leverage influencers and experts for peer-to-peer conversation: LLMs look for authentic, human conversations. Working with key opinion formers helps generate the genuine social proof and peer-to-peer content that generative engines love to cite.
- Use awards for a credible stamp of approval: Industry awards create exactly the kind of authoritative footprint that AI searches prioritise.
Want to get optimised for the AI? Reach out to [email protected] now.
*Pew Research
