In our last post, we covered why Generative Engine Optimization (GEO) is a long game: AI assistants are answering questions directly, zero-click behavior is surging (nearly 60% of searches now end without a click!), and PR is finally pulling its weight in search rankings.

Now the question is: What do you actually do about it?

The job is no longer just “drive every query to our site.” It’s to map where answers are coming from and ensure your brand shows up in those “source-of-truth” nodes. Here is a practical, comms-led strategy to stop yelling into the void and start becoming the answer.

1. Start with Intent, Not Channels

Before you debate “Press Release vs. Blog,” ask: What questions must we answer, and where are those answers living today?

We generally see two big intent patterns:

  • “What is the best…?” queries: These lean on social proof. AI cites reviews, forums, and communities like Reddit, Quora, LinkedIn, and G2.
  • “What does this company do?” queries: These lean on authority. AI looks for clear corporate sites, “Top Platforms” lists, and high-authority media.

The Play: Don’t just chase the biggest logo. Target the ecosystem the AI trusts for your specific topic. Interestingly, don’t sleep on press releases. Studies show wires and business media frequently appear in AI citations. Treat them as “source-of-truth nodes” rather than just vanity metrics. A boring, well-structured explainer in a trusted mid-tier outlet is often more valuable for GEO than a flashy, hype-heavy interview.

2. Turn Your Content into “Citation Bait”

AI models love structure. They want evidence, not marketing fluff. You need to treat your comms assets—from press releases to executive quotes—as structured evidence.

Format for the Machine:

  • Be Answer-First: Lead with a direct 1–3 sentence answer, then follow with context and example.
  • Use Q&A Blocks: Literally write “Q: What is [Category]? A: [Definition]” in your releases and product pages. It makes it easy for bots to lift discrete answers.
  • Chunk It: Keep sections to 200–300 words with descriptive subheads like “Why this matters for CISOs”. Models don’t read linearly; they scan for specific intents.

Optimize Your Evidence:

  • Scope Your Quotes: Avoid generic praise. Use specific structures: “In 2025, [problem] costs [segment] roughly [impact]”.
  • Explicit Data: Make sources linkable and clear (“According to [Firm] 2025 report…”) so the AI can verify the stat.

3. Exploit the “Freshness” Gaps

The biggest domains capture a huge share of citations, but they can’t cover everything. This is your opportunity. Models struggle with emerging topics and niche regulatory nuances.

The Play:

  • Find the Gap: Use GEO tools or manual testing to see where current AI answers are thin, generic, or outdated.
  • Refresh Aggressively: Brands with steady updates outperform sporadic spikes. Review your core “What we do” pages and explainers quarterly.
  • Make Freshness Visible: Add “Last updated: [Month Year]” to key assets and pitch “New 2026 data” to show models you are the current authority.

4. Unify Your Team Around an Intent Map

Orchestration is hard because everyone sits in different silos (Web, Comms, Social), but the questions you need to answer and the outcomes are shared across teams.

Instead of assigning responsibility by channel, build a Shared GEO Intent Map:

  1. Identify the 20–30 questions that matter most to your revenue or risk (e.g., “Is [Brand] good at [use case]?”)
  2. Audit where you stand today: visible, weak, or nonexistent?
  3. Assign levers:
  • Comms: Secure quotes and data in AI-trusted outlets.
  • Content: Write the deep-dive playbooks and “citation bait”
  • Web: Handle the schema, FAQs, and site structure
  • Social: Seed the answers in Reddit/LinkedIn threads where the AI looks for consensus

You can download our free GEO Intent Map Template here.

5. Quick Wins to Start Now

You can’t capture all the mindshare overnight, but you can start feeding better evidence into the models immediately. Here is your checklist for the next quarter:

  • Rewrite Core Pages: Update 2-3 key product pages and your media kit to be “answer-first”.
  • Add FAQ Sections: Put Q&A blocks in every new press release and thought leadership piece.
  • Run a GEO Campaign: Focus one PR push specifically on outlets that appear in AI citations for your category.
  • Start Tracking: Pilot a simple manual review or use a tool to track your visibility on priority questions.

GEO isn’t a new channel; it’s the infrastructure underneath all your channels. By balancing these quick structural wins with a long-term commitment to authority, you ensure that when the world asks about your category, you are the answer.

By Brendon O’Donovan, SVP of Product Solutions and Innovation, PublicRelay

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