Discover How Combining Best Practice SEO And Optimised PR Outreach Is a Winning Formula
Ah GEO… the latest industry buzzword that is causing a ripple of debate across thought leaders and agency pros alike.
Let’s break it down simply. Think of modern search as a landscape where algorithms interpret, content communicates, and authority determines who gets seen.
The rules of SEO haven’t disappeared; they’ve simply adapted, maybe grown up a bit.
Yes, AI has changed how people might find answers – and will continue to do so for a while to come – but the ways to get visible haven’t dramatically changed, at least, not as much as some would like you to believe. It’s still about creating useful content, building strong websites and earning credible media hits through Digital PR that raises awareness and establishes genuine trust.
So, before we forget our heads and rush to rebrand SEO as “GEO”, or go all-in on generative search, let’s remember… it’s not about reinventing search gaming AI engines, or targeting LLM agents – it’s about building brands that deserve to be found, with on-site experiences that engage, and content that real people want to read.
The reality of search in the AI era
AI has shifted from a novelty to a daily habit. Google’s AI Overviews now sit where Featured Snippets once ruled. It’s hard to ignore.
Tools like ChatGPT, Gemini and Perplexity are answering more “how” and “why” queries before users even click.
It’s early days, but this has naturally put traditional SEO metrics under pressure:
- Zero-click searches are up
- Organic traffic is dipping for some sectors
- And visibility is no longer just about page one
But let’s be clear: this isn’t a revolution that kills SEO. It’s an evolution.
Today’s strategies demand to be integrated, connecting better content and stronger brand signals within an evolved strategy that harnesses solid SEO principles and effective proactive digital PR tactics.
Brands that invest in both disciplines without shortcuts will still be the ones that surface first in the long-run, whether in Google’s results, AI-powered summaries, or otherwise.
So, what is “GEO” really?
“Generative Engine Optimisation” (GEO) sounds shiny and new, but at its core, it’s just good SEO in a different jacket.
Nonetheless, GEO has become the latest buzzword as marketers rapidly try to find the next quick fix for their clients… and a new playbook to “optimise for AI” does sound mighty tempting to the uninitiated.
But here’s the truth – there are no quick-fixes, no one-size-fits-all and no cutting corners.
If you want to see real results, brands need to build gravitas over time.
Most of what’s being branded as GEO is a “lite” rebrand of what good SEO has always been. The key difference? AI just shines a brighter light on those brands that are investing in doing it well, highlighting brands with clear, credible, and well-structured content by propping them up in search results. Most notably, those brands showing up in AI search are established and have most likely invested in both SEO and PR as long-term functions, not short-term stopgaps.
But we don’t need a new acronym. We need better execution of the basics.
This means that PR has never been more relevant than it is today.
If your website is clear, your content is valuable, and you’re moving and shaking in spaces that signal that your brand is trusted (e.g., in the press), AI will find you too, just like organic search, and just like your target customers.
Call it GEO if you like. We call it SEO done properly.
Where does PR fit within GEO?
PR, or Digital PR, has never been more powerful. Whatever your label or your tactics, the mission is the same. PR is here to help craft stories that people want to read, pitch them to the right publications at the right time, and in turn the resulting coverage creates signals that can’t be ignored by any kind of search.
PR becomes your bridge between credibility and discoverability, and should both underpin and amplify the effort you put into SEO.
It’s simple really… like with the evolution of traditional crawlers, AI models don’t just read your site; they’re also able to take a litmus test on the internet’s take on your brand.
That means every media mention, expert quote placed, interview or press release run and backlink earned, strengthens your visibility in both search and generative results alike.
It sends signals to search engines, AI, and real people that you are here to be discovered, your content devoured, and your expertise trusted.
In practice, PR does the heavy lifting for brand authority by naturally earning:
- Trust signals: Coverage in respected and relevant outlets tells algorithms (and audiences) you know what you’re talking about and are worth paying attention to
- Citations and mentions: Each quality editorial mention becomes part of the dataset AI engines pull from, maximising your potential to show up in AI-powered search tools
- Topical relevance: Consistent PR keeps your brand present in trending conversations and within key topical clusters, so you’re top of the pile when AI-search (or otherwise) comes looking for answers
Simply put, PR is SEO’s most powerful ally in the age of AI. And it needs to be part of any smart strategy in years to come.
How does a brand stay visible?
If you’re serious about visibility in both traditional search and AI-driven discovery, start here:
- Write for people, not machines: Helpful, clear, expert content still wins
- Structure your site logically: Make it easy for crawlers and LLMs and people to interpret
- Invest in PR: Authoritative mentions and features drive trust signals that AI values
- Balance your keyword strategy: Informational content attracts citations; transactional content drives conversion – do a bit of both
- Measure new metrics: Consider tracking brand citations alongside organic traffic
Visibility isn’t just about being clickable, it’s about being credible.
The takeaway: AI hasn’t rewritten the rules of SEO – it’s just raised the bar.
We’re less about chasing the latest acronym, and all-in on combining solid SEO foundations with smart PR strategy to build visibility that’s earned, not engineered.
So no, we’re not preaching GEO as a ready-to-go brand new service – no – we’re working smart across PR and Digital teams to champion better integrated strategies that maximise the value of good content, securing trusted coverage, and gaining meaningful authority in the process.
Because whether the search engine is human or artificial, trust is still the ultimate ranking factor.
So, what should you do?
Refine your content strategy, invest in Digital PR, structure for clarity, and monitor how value can be attributed beyond traditional and numerical metrics.
Want to discuss an integrated visibility strategy for your brand? Get in touch.
