The End of the Click: Why Your Brand Needs a GEO Strategy Today
A list of AI Search and GEO FAQs
The ground beneath digital PR and marketing is shifting fast. For years, search engine optimisation (SEO) has defined online visibility – rewarding clicks, rankings and backlinks. But the rapid rise of generative AI platforms such as Google Gemini, ChatGPT and Perplexity has ushered in the Answer Era, fundamentally reshaping how people discover information.
Recently, Jeff Hicks and I hosted a webinar on this shift, “GEO: Elevating Brand Visibility in the AI Search Era,” where we received dozens of thoughtful audience questions. Below is a curated list of the most common questions we received.
Access the full on-demand webinar here: https://www.prnewswire.co.uk/resources/videos-webinars/geo-elevating-brand-visibility-in-the-ai-search-era/
AI-driven search is accelerating a zero-click experience, where users get complete, authoritative answers without ever visiting a website. The question for every brand – especially those trying to stand out against larger competitors – is no longer “Are we ranking?” but “Are we being cited?”
In this environment, generative engine optimisation (GEO) and answer engine optimisation (AEO) are becoming core to brand visibility – shaping how your organisation appears in AI summaries, citations and conversational answers throughout 2026 and beyond.
Generative Engine Optimisation (GEO) FAQ
Is GEO/AEO an equaliser for smaller brands competing with larger companies?
Increasingly, yes. GEO and AEO reward content quality, clarity, structure, freshness and factual authority – not just brand size or legacy search dominance. When a smaller brand publishes well-structured, high-E-E-A-T content that directly answers a user question, AI models are more likely to cite it. While large brands retain some inherent advantages, GEO meaningfully narrows the gap and gives smaller players new opportunities to appear in AI-generated answers.
If CTR and backlinks matter less, what metrics should brands track now?
Think “From Clicks to Conversations.” Emerging intelligent AI measurement focuses on:
- AI Share of Voice: Your share of AI-generated answers within a topic.
- Entity Mentions: How often your brand, product or spokesperson appears in LLM responses.
- Citation Frequency: How frequently AI answers reference your content, data or insights.
- AI Search Engine Referrals: Traffic originating from ChatGPT, Gemini, Perplexity and other AI search tools.
These KPIs reflect visibility inside the answer itself, not just the traditional click path.
How quickly does PR Newswire-distributed content appear in LLM answers?
Often surprisingly fast. We’ve seen releases cited by models like ChatGPT within hours of release thanks to the structured nature of the content and the authority of PR Newswire distribution. Releases published to PR Newswire also attract up to twice the traffic from AI search engines, according to Semrush data.
What’s the ideal headline length?
Aim for 80–110 characters. This range performs well in headline feeds, email subject lines and AI summarisation.
What makes content “LLM-friendly”?
Structure is everything. Effective LLM-readable content includes:
- Clear summaries (e.g., Key Takeaways, News Highlights).
- Bulleted lists for data, findings and essential points.
- Short paragraphs and clean formatting.
- Multimedia and infographics where relevant.
- An FAQ section on-page or linked, depending on the release type.
Does AI-generated content (ChatGPT, Gemini, etc.) inherently follow GEO/AEO best practices?
Generally, yes. PR Newswire Amplify™ produces structured, concise content – optimised for AEO/GEO best practices. Still, human review is essential to ensure accuracy, originality and E-E-A-T alignment.
What does E-E-A-T stand for?
Experience, Expertise, Authoritativeness and Trustworthiness – the core signals used by both humans and AI systems to evaluate credibility.
Beyond content diversity and backlinks, what makes an LLM view my brand as credible?
There are three big drivers:
- Consistently publishing high-quality, accurate, up-to-date information.
- Owning thought leadership content (e.g., industry predictions, research reports).
- Releasing original data that others – and AI tools – can cite.
How can brands elevate visibility when AI answers don't always show sources upfront?
Your goal is to “Be the Answer” and “Get Sourced.” When your content directly resolves a user query with strong E-E-A-T signals, LLMs are more likely to use your insights – even if the platform doesn’t visibly display full citations.
Where should FAQs live on my website?
Place FAQs wherever users – and AI models – seek clarity. Best practices include:
- Adding an FAQ section at the end of a press release (as shown in this Hershey example).
- Including Q&A blocks on product, solution or announcement pages.
- Linking to a dedicated FAQ hub when deeper detail is needed.
Do LLMs read FAQ content inside accordion/drop-down menus?
They can, but clearly visible, easily scannable on-page content performs best. Structured FAQs give AI models clean signals for AEO and help surface your content in direct answers.
Should we push our press release on the wire and publish it on our website?
Yes – do both. Wire distribution extends reach across earned, paid, shared and owned channels, creating valuable authority signals for AI summarisation. Meanwhile, a structured, GEO-optimised version on your own site strengthens your domain’s relevance and credibility.
Is it better to link to a press release or host the content directly on my site?
Hosting a dedicated, structured content page is generally more effective. It amplifies your domain authority and gives AI models a clean, canonical source to reference.
When will deeper AI analytics be available in PR Newswire Amplify™
Advanced AI insights are already live in Amplify’s Report module, including AI Search Engine valuation and Traffic Source Analysis that identifies visits from AI search engines.
What does PR Newswire Amplify™ cost?
Amplify and its suite of AI-driven creation tools are free for PR Newswire members.
Can we track when AI tools cite our brand or content?
Yes – new tools are emerging. Amplify now tracks AI Search Engine Referrals, while platforms like Trajaan monitor how LLMs reference brands, experts and media in their generated answers.
Final Thought
As AI becomes the world’s default discovery engine, brands that invest in generative visibility now will define how consumers learn, compare and decide in the years ahead.
Want to learn more about ways to optimise your PR content for generative platforms? Watch the full on-demand webinar now.
