By Paola Iuspa-Abbott, President of Top of Mind Public Relations
From SEO to GEO
For years, public relations and marketing teams have focused on one thing: search engine optimization (SEO). The mission was clear: get your brand high on Google so when people searched, you showed up first.
But search is changing fast. Instead of typing into Google, people are asking AI tools like ChatGPT, Gemini, Perplexity, and Claude for direct answers. That shift has created a new must-know strategy: Generative Engine Optimization (GEO), also known as Answer Engine Optimization (AEO).
This trend is something businesses can’t afford to ignore.
What Is Generative Engine Optimization?
Generative Engine Optimization (GEO) is all about making sure AI-powered search engines tell your story accurately. It’s the next step after SEO. Instead of optimizing for search results, GEO makes sure your brand is included when AI generates answers.
Think of it this way:
- SEO makes you visible on Google.
- GEO makes you visible in AI-generated answers.
Why PR Professionals Should Care
This shift changes the playbook for public relations:
- Earned media is AI training data. Articles in The New York Times, Bloomberg, Law360, The Real Deal or Miami Herald don’t just build credibility, they often become the sources AI engines pull into their answers.
- Your reputation gets summarized. AI condenses stories into short responses. If your coverage is negative, missing, or inconsistent, that’s the version people will see.
- Crisis comms move faster. When a reputation issue hits, posting the right correction quickly can determine whether AI spreads your message, or your critics.
Three Tips to Win With GEO
1. Think Like an Answer
Don’t just write for headlines. Create content that directly answers the kinds of questions people actually ask: “What is [company] known for?” or “How does [brand] impact [industry]?” Long-tail keywords like “public relations strategies for AI search engines” or “how PR professionals can optimize for ChatGPT answers” help your content get noticed by both Google and generative AI.
2. Standardize Your Digital Footprint
Consistency builds trust. Keep your company description, leadership bios, and key facts the same across press releases, LinkedIn, your website, and even Wikipedia. AI models pick up on inconsistencies and that can knock your brand out of an answer box.
3. Secure High-Authority Coverage
Not all media carries the same weight. Generative engines prioritize high-authority outlets. For PR pros, that means landing stories in respected publications isn’t just about prestige. It’s about making sure AI cites your brand tomorrow. Think of it as AI search optimization for brands and companies.
The Future of PR in AI Search
Gartner, a global research and advisory firm, predicts that by 2026, a quarter of people will use generative AI for search every day. That means GEO isn’t optional… it’s the new SEO.
PR professionals who adopt answer engine optimization now will have the advantage. It’s not just about “getting ink” anymore. Instead, it’s about ensuring your story becomes the one AI tells.
The Bottom Line
Generative Engine Optimization (GEO) is here to stay. To succeed, PR pros need to create structured content that AI can easily read. They should keep their digital footprint consistent across every platform. And they must focus on high-authority coverage so their brands don’t just appear in search results but, more importantly, show up in the answers that matter.
About the Author
Paola Iuspa-Abbott is the founder and president of Top of Mind Public Relations, a national PR agency specializing in strategic media relations, thought leadership, and digital visibility. A former journalist with more than a decade of experience in major newsrooms, she brings a newsroom mindset to public relations, helping clients earn meaningful press coverage and build authority across both traditional and digital platforms.
Since launching Top of Mind PR in 2015, Paola has led campaigns for law firms, real estate developers, nonprofits, and national brands, with a focus on securing high-impact media placements, optimizing content for search engines, and staying ahead of how AI and algorithms shape visibility today.
