For the first time in over 10 years, Google’s market share in online search fell below 90%, while AI usage has increased 233% this year according to a SalesForce study. These are just a few signals of a larger trend of people moving away from traditional online searches towards AI platforms to get answers.
Similar to SEO strategy influencing search results, “AI Optimization” is being used to influence the results of AI. The industry is moving fast, and has landed on two key strategies, AEO and GEO:
Answer Engine Optimization (AEO): Having your content appear as the answer when a user asks a question.
- What is the best product for [scenario]?”
- What are the top brands in [industry]?”
The content LLMs produce is based on how they synthesize information, relying on consistent, direct information from a variety of sources including:
- Journalism: Featured articles and mentions in trusted publications signal credibility for AI.
- Owned Content: Company websites, blogs, and structured content like FAQs and pressrooms are first-party sources of information.
- Third-Party Platforms: Wikipedia and Reddit’s organic, open-source information has strong influence in AI results.
- Social and Professional Networks: Platforms like LinkedIn and Instagram are now being indexed.
Generative Engine Optimization (GEO): The actions taken to influence AI models to use your content, ensuring your message is accurately represented and distributed by AI.
- Ensuring accurate content is shared on credible platforms.
- Optimized formatting and structure of content for AI legibility.
Thankfully, much of what we already do in PR directly contributes to strong AI performance. Here’s how traditional PR concepts translate to this new landscape:
- Consistent messaging: Repetition through multiple sources trains AI to associate specific phrases and expertise with a brand.
- AI-formatted content: Placements should be formatted to be read by both people and AI through clear, direct and well-structured language.
- Structured answers: Structuring important information into Q&As, lists, and clear summaries trains AI on how answers should be delivered.
- Know your audience: Understand where target audiences are getting their information, and what information they are looking for.
Here are some initial steps you might consider. You may already be using some of these in your current messaging strategies:
- Understanding what audiences are asking AI can help tailor your messages to answer their questions.
- Identifying and targeting sites that are frequently cited by AI platforms, especially around your industry, strengthens credibility and reputation for AI.
- Sharing content that repeats key messages across websites, social channels, etc. can further amplify your message.
- Updating your LinkedIn bio and posting active thought leadership can reinforce credibility.
- Monitoring Wikipedia, Reddit, and other third-party sites can help you evaluate how your messages are being received.
- Do you have a pressroom built into your website? Consider:
- Comprehensive FAQ pages and structured information with schema markup and consistent metadata to improve AI legibility.
- Press releases formatted with well-structured information that answer questions your audiences are asking.
- Use a two-tiered approach of sending traditional releases through direct distribution and AI-optimized releases over the wire.
PR strategy is becoming increasingly important for AI optimization as reliance on these tools grows. The brands who start first will have an immediate advantage in volume and history of AI-optimized content online, further establishing credibility and attention of AI users.
by Tyler Hutt
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