Improve GEO: How LinkedIn prioritizes media outlets
Public relations has evolved beyond merely securing media coverage. With the emergence of search engine optimization (SEO) about two decades ago, the landscape changed with new rules regarding backlinks and site credibility. Today, artificial intelligence (AI) search, also referred to as generative engine optimization (GEO), answer engine optimization and AI SEO, is redefining how large language models (LLMs) represent organizations, clients and brands, according to a September article by PR Daily.
Catherine Fisher, LinkedIn’s Vice President of Global Consumer Communications, said that AI is one of the many factors her team considers when securing media placements. "It's not that we’re only going to work with outlets that have a high level of visibility; there’s still a role for media that may not be crawled by AI," she told PR Daily. "But it is a really strategic part of our media mix."
Her team applied this approach to LinkedIn’s Top Colleges list by placing a story in Town and Country Magazine. The choice was based on the outlet's audience fit and its parent company Hearst’s partnership with OpenAI, which ensured the content was not only published but also surfaced on ChatGPT. This increased visibility for users searching for information about top colleges.
Fisher emphasized that while GEO is important, it is not the sole driver of their strategy. Traditional methods remain vital, but integrating GEO into the media mix is now a strategic necessity. She noted that AI search results appear almost instantly, unlike the delays typically associated with SEO.
Navigating AI-publisher partnerships
Unlike SEO, which directs users to websites, AI search delivers direct answers, resulting in a significant reduction in clickthrough rates by more than a third, according to Ahrefs, an AI marketing platform. In response, publishers are licensing content to AI platforms.
OpenAI has formed partnerships with various companies, including Hearst, Axel Springer, News Corp, The Financial Times, and Vox Media. For PR teams, this implies that content from these outlets is more likely to show up in AI search results.
Fisher offers the following advice for PR teams:
Test by reverse engineering searches: Understand what your audience is searching for and identify relevant outlets and LLM partnerships.
Rely on core media skills: LinkedIn’s successful placement was due to a well-aligned pitch with the outlet's audience.
Monitor AI developments closely: Stay informed about advancements in AI and adapt strategies as needed.
Balance the mix: GEO should be one element of a broader strategy that includes social media, niche placements and audience-first tactics.
LinkedIn’s experience demonstrates that while traditional PR fundamentals still hold true, considering GEO and publisher partnerships can enhance reach as AI search becomes increasingly integrated into the media landscape.
Struggling with GEO? Contact Inside Media today to improve your AI search results.