"This era of " zero click " has led to a decline in organic traffic to websites, reducing the effectiveness of traditional SEO. So, what are PR professionals to do? We can all run and hide and pretend it's not happening, or we can take advantage of this budding opportunity. Here's how. The strategic shift: Practical tips for PR practitioners The exciting thing is that being consistent with the tried-and-true PR strategies while thinking outside the box has driven results."
"What we found is that the .edu articles were showing up in AI search results. Why? Because they're trusted and credible. A feature story on a CEO in William & Mary's alumni publication showed up more often in AI search results than coverage in the Wall Street Journal and New York Times, though those publications are extremely valuable and credible as well."
Zero-click search has reduced organic website traffic and weakened traditional SEO effectiveness. PR professionals can respond by prioritizing credible, structured placements that AI favors, such as .edu alumni features and other trusted domains. Consistent application of traditional PR tactics combined with inventive outreach can increase coverage and visibility. A holistic content and PR strategy should include descriptive subheads, audience-focused topics, and FAQ pages to surface key information in AI search. Avoid embedding important content in PDFs. SEO remains important but requires adapting content structure and placement to ensure brands appear prominently in AI-driven search results.
Read at PR Daily
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