If you want to see where GEO is already shaping answers, look at Reddit, Perplexity, and press releases. That’s where the visibility game begins.
SEO is important, too, but the rules of online visibility are shifting faster than most marketers realize. Keywords are no longer the stars here. The real competition today is for citations in AI-generated answers, those concise, authoritative responses most users now see first. In 2024, ChatGPT alone surpassed Bing in number of visits.
So keep keywords in mind, but shift a bit to generative engine optimization. Below you can find some hints.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization is about making sure your content gets noticed and cited by AI systems such as ChatGPT, Perplexity, or Gemini. There are no keywords or SEO guidelines. GEO focuses on influencing the outputs of generative engines. The goal is to have your brand, research, or insights appear in the answers people actually read. To do this, GEO leans on structured information, credible sources, and authentic contributions that AI can easily recognize and reuse.
What’s the difference between GEO and SEO?
SEO is built around search engines like Google, where the goal is to rank as high as possible on results pages and drive visitors to your site. It’s about clicks, using keywords, backlinks, and technical improvements to attract traffic.
GEO takes a different path. Instead of competing for search rankings, the goal is to be referenced inside AI-generated answers. Tools like ChatGPT, Perplexity, and Gemini don’t just show a list of links - they generate summaries. GEO ensures your content, data, or quotes are the ones those systems pull into their responses. It is right in line with the zero-click search trend across the internet. Users don't want to search and click to find an answer. They want to ask a question and have an answer immediately, without any additional clicking, waiting, or reading.
Quick breakdown:
- SEO = Clicks - win traffic from search results.
- GEO = Citations - win visibility through AI answers.
- SEO tactics: keywords, backlinks, and on-page optimization.
- GEO tactics: structured content, clear attribution, reliable data, authentic community engagement.
Put simply, SEO helps people find your link. GEO helps people see your voice in AI answers.
Below you can find a comparison of these two. You can see in a nutshell how both of them work and how you can adapt your content to this new AI-based reality.
| Aspect | SEO | GEO | Shared Similarities |
|---|---|---|---|
| Goal | Rank higher in search results to drive clicks | Get cited in AI-generated answers | Both aim for visibility and credibility |
| Measurement | Traffic, rankings, click-through rates | Citations, mentions in AI outputs | Both require performance tracking |
| Core Tactics | Keywords, backlinks, metadata optimization | Structured content, clear attribution, and evergreen data | Both need high-quality, trustworthy content |
| Audience Interaction | Users clicking links to read more | Users seeing your brand directly in answers | Both rely on understanding audience questions |
| Authority Signals | Backlinks and domain strength | Trusted sources, transparency, structured data | Both reward authoritative, reliable contributions |
How to increase generative engine optimization?
#1 Reddit: The unofficial training ground
Reddit has emerged as a surprisingly influential platform in shaping AI-driven insights and strategies. Discussions on Reddit often carry significant weight in AI training datasets, which means conversations from subreddits can appear in outputs from ChatGPT, Perplexity, and Google AI Overviews.
From a modern PR perspective, Reddit allows brands to move beyond traditional “hidden pitches” toward content that is public, structured, and conversational. Participating authentically can increase visibility and influence in AI-generated answers. Remember that you can't be pushy with your brand there. It is not a place for marketing slogans. The discussion should be natural, ask some questions, answer others, and add some perspective, then mention your company name or the service it provides.
Key ways Reddit impacts visibility:
- AI Influence: Subreddit threads frequently appear in AI-generated summaries and responses.
- Public PR Opportunities: Shift from private pitches to open, conversational engagement.
- Examples:
- AMAs (Ask Me Anything sessions) with founders or experts
- Founders responding directly to niche discussions
- Brands sharing data or insights in relevant threads
Risks to consider:
- Authenticity Backlash: Users can quickly detect inauthentic or overly promotional content.
- Moderation Enforcement: Reddit moderators actively remove posts considered to be shilling or spam.
Reddit is a high-reward platform for brands that balance engagement with genuine contributions, making it a key starting point for Generative Engine Optimization visibility today.
#2 Perplexity: The first true GEO battleground
Perplexity is becoming a critical platform for brands looking to understand and measure GEO success. Unlike traditional search engines, Perplexity is transparent about the sources it uses, allowing you to see exactly what content contributes to AI-generated answers. This makes it a clear indicator of where your brand is visible and influential.
This one becomes a solid go-to when it comes to research, so it may be very beneficial to appear in its results.
Why Perplexity matters:
- Source Transparency: You can see which domains and content pieces are cited in AI answers.
- Content Selection: Perplexity prioritizes freshness, authority, and structured responses.
- GEO Visibility KPI: Being cited on Perplexity often predicts broader AI visibility; if your content doesn’t appear here, it’s unlikely to surface elsewhere.
PR and measurement strategies:
- Treat Perplexity citations as a key performance indicator (KPI) for GEO initiatives.
- Conduct weekly checks for your brand and executive mentions.
- Track your share of citations to identify gaps and opportunities.
- Adjust content and press strategies based on what sources Perplexity favors.
By monitoring and optimizing for Perplexity, brands can take a proactive generative engine optimization strategy, ensuring their content is referenced by AI engines and remains relevant in the evolving digital landscape.
#3 Press Releases: structured evergreen assets
When SEO was the main indicator, press releases were a tool dedicated to boosting brand recognition. It became a bit dusty and forgotten. Now, in the GEO era, press releases are making a comeback because they are naturally citation-ready.
With quotes, bullets, dates, and clear attribution, they provide the structured content that AI systems and gen engines crave. The shift is clear: press releases are no longer just tools for journalists, they’re resources that LLMs and AI engines can easily parse and reference. Some parts of the press releases may even be ready-made content to publish on Reddit (like numbers, citations, etc.).
Why press releases are back:
- Citation-ready content: Quotes, bullets, dates, and clear attribution make press releases ideal for AI referencing.
- AI-friendly structure: LLMs prefer content that is organized and factually clear.
- Evergreen value: Well-crafted releases provide lasting utility beyond immediate news cycles.
Checklist for AI-ready press releases:
- Bulleted takeaways: Summarize key points clearly for swift AI parsing.
- Clear attribution: Specify who is speaking (e.g., “CEO says…” rather than vague “a company spokesperson”).
- Evergreen data and stats: Focus on facts and figures that remain relevant, not just product hype.
- FAQ-style add-ons: Include structured Q&A sections to anticipate questions from both humans and AI.
Structured press releases not only enhance human readership but also increase the likelihood of appearing in AI-generated answers, making them a critical tool for modern gen AI strategies. Your optimized content becomes your recipe for being quoted across AI tools and other platforms like Reddit or Quora.
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Pulling it together: where GEO starts today
You don’t need a 50-page strategy document to make progress with GEO. The starting point is simple: show up where AI engines and communities are already pulling information.
Three areas to focus on first
- Reddit = Community Voice
Join the conversations that shape how people (and AI systems) talk about your space. - Perplexity = Citation Scoreboard
Use it to see if your brand is being referenced and treat those citations as your first GEO KPI. - Press Releases = Structured Evergreen Base
Publish content that’s ready for both humans and machines: quotes, dates, stats, and clear attribution.
Once these are covered, you can expand with:
- Surveys generate original data that others will cite.
- Explainers break down complex topics in accessible ways.
- Owned Data Hubs create long-term resources that AI engines return to again and again.
GEO doesn’t start with endless planning; it starts with visibility in these three key channels. Build from there and your content will earn attention from both people and AI. People will start to remember your name or logo from AI search results. In the long run, you can build your credibility and expertise before your audience this way.
GEO as PR’s second wind
The way we measure visibility online is changing. Clicks are losing their importance, while citations are becoming the new currency of attention. In a world where AI systems deliver answers directly, being cited as a trusted source matters more than driving someone through a search link.
This shift gives PR a fresh advantage. Press releases, quotes, and structured storytelling are already designed for clarity and attribution - the exact qualities gen engines are looking for. If PR teams lean into this change, they’re better positioned than traditional SEO groups to win in the GEO era. The opportunity is clear: claim authority now and you can shape the answers people (and AI) see tomorrow.
You can benefit from content you already have by optimizing and distributing it according to the gen AI guidelines. Take advantage of some help from AI-ready tools and polish your marketing strategy right now.
