"Now, as AI search, known alternately as generative engine optimization (GEO), answer engine optimization (AEO) or just AI SEO, takes the world by storm, which outlet you choose to carry your message could have a major impact on how LLMs present information about your organization, clients and professional brand. For Catherine Fisher, vice president of global consumer communications at LinkedIn, AI has become one of many factors her team considers when securing earned media placements."
"Look for outlets with AI partnerships AI search operates in a way that's fundamentally different from traditional SEO. With search engine optimization, users were directed to a list of websites where they could find the answer to their questions. From there, they'd also view ads or marketing messages, thus creating a symbiotic, albeit often rocky, relationship between the search engine, the publisher and advertisers."
"When searching on AI, however, users are given in-depth answers directly in front of them, no click required. Yes, there's usually a list of sources and links, but one survey says that AI search reduces clickthrough rate on top search keywords by more than a third . Thus, publishers need to find new ways to be compensated that don't require site visitors. For many, that means throwing open their paywalls to LLMs in return for cold hard cash."
PR targeting evolved from focusing solely on publishers' end users to including SEO-driven backlink and credibility concerns. The rise of AI search (GEO/AEO/AI SEO) changes how information is surfaced, with LLMs often providing direct answers rather than driving clicks to publisher sites. Media outlets' AI partnerships and paywall decisions influence whether and how organizational information appears in AI-generated responses. Communications teams now factor publishers' AI relationships into pitching strategies, and some publishers monetize access by allowing LLMs to crawl content in exchange for payment rather than relying solely on site traffic.
Read at PR Daily
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