The search landscape is evolving, and your content strategy must evolve with it. Generative Engine Optimization (GEO) is becoming a critical focus for communications and marketing professionals, particularly in technical sectors like building and construction, where thought leadership and earned trade media already play a central role.

Unlike traditional SEO, which optimizes for Google’s web crawlers, GEO focuses on how AI platforms like ChatGPT, Gemini, and Perplexity surface brand information. These platforms do not index the web the same way a search engine does. Instead, they generate answers based on structured, trusted, and well-cited information.

In this emerging space, PR has a central role to play.

What Is GEO?

GEO stands for Generative Engine Optimization. It is a visibility strategy centered on how your brand appears in AI-generated search results.

While GEO shares some concepts with SEO, such as structured content and metadata, it is fundamentally different. GEO is shaped by how large language models (LLMs) are trained and how they generate responses in real time. As a result:

• Citations in credible media sources are more influential than ever.
• Structured press rooms and schema-enhanced content help ensure discoverability.
• Brand mentions, even without backlinks, help LLMs identify your company as a relevant source.

This shift means visibility is no longer just about keywords. It’s about showing up clearly, consistently, and credibly across the digital landscape.