Brands are facing a rapidly changing digital discovery environment as generative AI search engines and concise, AI-generated answers significantly shift how audiences access information about companies and products. Traditional search engine optimization (SEO) methods focused on keywords and backlinks are becoming less effective for ensuring visibility. More than ever, a brand’s presence is dictated by earned media and how it appears in trusted third-party sources. Marketers and communication professionals are now tasked with rethinking their strategies to maintain authority in this evolving landscape, with platforms such as Google’s A.I. Overview and OpenAI’s ChatGPT drastically influencing which sources and narratives surface first in search results.
Earlier reports and commentary have emphasized SEO’s dominance in online visibility, positioning keyword optimization as essential. However, as AI-generated search results now often bypass direct website clicks in favor of curated summaries, industry experts have observed a marked decrease in organic web traffic. New analysis consistently finds that generative engines prioritize widely cited, credible media rather than brand-owned content. Although discussions have highlighted the importance of earned media, the scale of its influence on AI discovery has become more apparent with recent data, further prompting companies to reconsider how they allocate marketing and PR resources.
How Does GEO Differ from Traditional SEO?
Generative Engine Optimization (GEO) departs from keyword-centric tactics and prioritizes building brand authority across multiple reputable platforms. Rather than relying solely on content crafted for search algorithms, brands must now cultivate consistent narratives echoed in news outlets, industry journals, community forums, and social media. According to recent research, 89 percent of links cited by AI tools like Google’s A.I. Overview originate from earned media rather than company web pages. This transition alters the control organizations had through direct SEO manipulation, requiring more dependence on third-party endorsements and widespread media resonance.
Why Is Consistency in Messaging Critical for GEO?
To achieve meaningful visibility in generative search results, brands should commit to developing and sustaining clear, memorable messaging. Consistency in how a brand is referenced—regardless of the medium—helps AI systems associate specific concepts with that brand. The organizational consulting firm Korn Ferry found success with the “job hugging” narrative after coordinated editorial efforts led to broad coverage in both mainstream and niche outlets. The recency and frequency of this media attention placed Korn Ferry’s insights prominently in AI-generated summaries for relevant queries. As one industry executive noted,
“Consistent, high-quality narratives are key to visibility in the era of AI search.”
What Steps Can Brands Take to Boost GEO Performance?
Public relations teams are now strategic partners in elevating a brand’s authority, often prioritizing targeted outreach to earn high-quality media mentions. Leveraging questions and concerns that guide buyers’ searches helps organizations create stories and messages that resonate with both audiences and AI engines. Platforms such as Semrush, Muckrack, and Similarweb have responded by offering tools designed to measure AI-driven visibility, even as precise metrics remain elusive in a no-click search environment. Stakeholders in the marketing sector are increasingly reallocating budgets from traditional paid search to earned media initiatives. Reflecting on these developments, a PR leader stated,
“Our investment in media relationships yields broader influence than direct advertising ever did.”
The interplay of GEO and earned media is redefining how brands are discovered, referenced, and trusted in the digital age. While search engine optimization remains valuable for site infrastructure and baseline authority, its role is now complementary rather than central to discoverability. Organizations that adopt GEO will likely find themselves better equipped to appear in increasingly prominent AI-generated overviews and remain competitive as search technologies continue to evolve. For professionals in communications and marketing, understanding the difference between owning a search result and being recognized as an authority in an AI-powered answer engine represents a critical distinction. Readers interested in improving brand visibility should focus on fostering targeted, consistent coverage in respected publications, investing in narrative discipline, and leveraging available analytics platforms to maximize impact.
