The way people search has changed – and it’s already reshaping how brands get discovered.
When someone needs a recommendation, a comparison, or expert insight, they’re increasingly skipping traditional search results and asking AI platforms like ChatGPT, Perplexity, Claude or Gemini instead. In many cases, they’re getting an answer without ever clicking through to a website.
For brands, that raises a new question: if AI is answering the query, does it know who you are – and does it trust you enough to mention you?
That’s where Generative Engine Optimisation (GEO) comes in.
What is GEO?
Generative Engine Optimisation (GEO) is the practice of increasing the likelihood that your brand, spokespeople and key narratives appear in AI-generated answers.
Unlike traditional search (where success meant ranking links and driving traffic), GEO is about being included, cited or summarised when AI platforms respond to real-world questions like “Who are the top brands in the UK for X?” or “Best brands for Y gifts?”
And here’s the key thing: GEO isn’t a brand-new discipline PR teams need to learn from scratch. It’s an evolution of the work they’ve been doing all along.
GEO vs SEO: what’s the difference?
GEO and SEO are closely linked, but they’re not the same.
SEO is focused on helping content rank in traditional search engines like Google – optimising pages, targeting keywords, building backlinks and encouraging clicks through to your website.
GEO, on the other hand, is about how your brand exists beyond your own site. AI platforms don’t rank blue links in the same way Google does. They synthesise answers from a mix of trusted sources, third-party coverage, expert commentary and consistent narratives across the web.
In simple terms:
- SEO is about visibility in search results
- GEO is about credibility in AI-generated answers
Your success depends less on technical optimisation alone, and more on how clearly and consistently your brand is represented across the wider information ecosystem.
Why PR sits at the centre of GEO
If you work in PR, this will sound familiar.
AI platforms place the most weight on the same things PR has always prioritised: authoritative coverage, expert voices, consistent messaging and third-party validation. Every press feature, bylined article, expert quote or interview becomes part of how AI understands and categorises your brand.
That’s why PR teams are uniquely positioned to lead on GEO.
Earned media builds trust
Coverage in established publications carries far more weight than owned content alone. When reputable outlets feature your brand or quote your experts, it sends a strong credibility signal that AI platforms pay attention to.
Thought leadership creates authority
AI relies heavily on recognised experts when answering industry-specific questions. Consistent expert positioning — across media, events, podcasts and bylines — helps associate your spokespeople with their areas of expertise.
Message discipline creates clarity
AI looks for consensus. When your core messaging, facts and positioning appear consistently across multiple credible sources, it’s far more likely to be surfaced and cited accurately.
In other words, the better your PR foundations, the stronger your GEO footprint.
What PR teams should be doing now
GEO doesn’t replace traditional PR – it adds a new layer of value to it.
A good place to start is simply understanding how your brand currently shows up. Ask AI platforms the same kinds of questions your audience would ask and see what information appears, what’s missing, and how competitors are positioned.
From there, the focus is familiar territory:
- prioritising coverage in authoritative, trusted outlets
- positioning a small number of clear expert voices consistently
- tightening messaging so it’s clear, factual and repeatable
- correcting outdated or inaccurate information where it appears
Over time, these signals compound, shaping how AI platforms understand your brand, your category and your credibility.
What is Press Loft?
Press Loft is a PR platform specialising in the home, gift, fashion and lifestyle sectors that helps thousands of brands to get their products into the press. Our PR tools allows companies to easily secure press coverage and quality backlinks by connecting with their network of 27,000+ journalists, bloggers and influencers.
Did you know that we offer a FREE trial of our PR tools (including influencer outreach) for new brands? Click here to start your free trial and join the hundreds of brands already using Press Loft for their business!
