The Seismic Shift of Online Search
Online search behavior has changed – or, more accurately, is likely in the first stages of a seismic reorientation. Artificial intelligence and large language models (LLM) like ChatGPT are now in daily use among the digitally literate, and traditional online searches have cratered as a result. Google search ads, heretofore essential and still consequential, are for the first time seeing diminishing returns. The Wall Street Journal recently noted the drastic decline in clicks reaching news sites, with severe business implications and certainly an imminent impact to the way we get our online news.
Search Engine Optimization is now a quaint idea – not irrelevant, but relegated to legacy status, much like having an outgoing voicemail message. Marketers, strategic communicators, and digital practitioners must now contend with Generative Engine Optimization (GEO).
Get to know the latest buzzy acronym – it’ll be all over your LinkedIn feed soon. But unlike so much of the shift we’re seeing in this AI era, the answers here are not technical.
Here’s the twist: GEO resembles good, old-fashioned public relations far more than modern digital marketing.
LLMs draw from trusted sources for their answers, so rather than directing the clicker with enticing links, the goal now becomes impacting the answer-provider with a presence in the source material. Practically, this means investing in rich, detailed content—deep analyses, whitepapers, clear explanations—not quick snippets stuffed with keywords. AI favors the depth of real knowledge.
PR always meant getting your story told by respected voices. AI today works in a similar way, taking answers from trustworthy sources like respected media outlets, academic papers, Wikipedia, and conversations on forums like Reddit – which was used to train Google’s AI, in particular. Effective GEO means placing real, credible content right where the AI looks for validated, widely accepted information.
Your issue or organization needs a voice where discussions matter. Places like Reddit count more than ever – and in public affairs, we’ve always under-counted Reddit. Being genuine there, with a thoughtful engagement strategy, will make your voice credible. AI picks up on these discussions, turning conversations into answers.
Consistency matters too. Your content should be clear and repeated across various trusted platforms. If you want AI to pull you into their neatly synthesized – and usually end-of-the-road – answers, you must be everywhere that matters, with clear and truthful messages.
Working with respected experts and influencers helps. Their credibility becomes yours when you partner with them. AI respects the voice of trusted individuals, increasing your chances of being included.
Paid strategies should diversify: Supplying results for traditional searches as well as inputs for today’s evolved digital answer hunt, focusing on sponsored stories placed with credible media. Good PR has always prioritized this – placing strong viewpoints where they matter most.
The Adfero POV
- Aim for content proliferation
- Direct the answer – not the user journey
- GEO paid strategies shift from capturing attention to buying increasing credibility
