by Katherine Haig
The past year has shown a significant drop in click-through rates and traffic to websites. AI search engines are answering questions directly without users needing to go to websites, with ChatGPT currently having 800 million weekly active users, up from 400 million in February 2025. As a result, traditional metrics like click-through rates and backlink volumes are declining in value, while authority, structure, and clarity are what large language models (LLMs) favor.
We recently attended Otterly AI and Cision webinars, and Tanis CEO Michele Landry spoke on a panel at the GEO conference in San Francisco on the role of earned media in AI Search.
Here are our key takeaways.
What Content Shows up in AI Searches?
LLMs favor pages that are easy to interpret. This has less to do with technical SEO and more to do with organization and structure.
Think about how a user is going to interact with an AI search platform and what questions they are asking. LLMs are looking for direct answers to these questions.
Content that performs well in AI search typically includes:
- Headlines that clearly state the question or insight being addressed
- Bullet points or numbered lists that summarize key takeaways
- FAQ-style sections written in natural language that reflect how people actually ask questions
- Easy to understand information that is not dated
- Reliable citations and statistics
LLMs are designed to surface the most reliable answer to a query, regardless of brand size or name. AI platforms care less about brand messaging or big names and more about structured information that shares relevant data and insights.
Besides your on-site brand’s content, earned media remains vital to AI search results. News sites and publications are trusted by LLMs and often used in citations, so focusing on your media relations efforts around these publications can help improve your AI discoverability on LLMs.
At Tanis, we use Otterly to track our client’s visibility and consistently monitor the top publications cited. Over the past 60 days, here are the top publications we are seeing being cited based on client’s relevant prompts: These are constantly changing, so monitoring regularly is important.
ChatGPT: CRN, EDN, AI Magazine, Yahoo Finance, IoT For All
Google AI Overview: Yahoo Finance, AI Magazine, CNBC, EDN, CRN
Perplexity: eeNews Europe, ElectroPages, Electronics For U, Dev Nest Daily, Power and Beyond
Microsoft Copilot: Electronics For U, Analytics Insight, CRN, Embedded.com, Global Newswire
Google AI Mode: AI Magazine, Yahoo Finance, EDN, CRN, Time Magazine
Do Press Releases Perform Well in AI Search?
Press releases are highly compatible with how generative AI searches for information. LLMs are looking for content that is organized and easy to parse.
Well-written press releases follow a clear and consistent format:
- A direct headline that states the news or insight
- A concise lead that summarizes the key takeaway
- Attributed facts, data, and quotes
- Clearly separated sections that make information easy to extract
LLMs frequently pull from press releases when answering relevant questions. Linking to an FAQ in press releases can make it easy for LLMs to extract a direct answer, meaning your content is more likely to be quoted, summarized, and referenced. Plus, press releases get shared and picked up on multiple news sites and publications, which LLMs often cite.
Why is Consistency Across Channels Important?
AI systems do not rely on a single data point. They look for patterns. A multi-channel approach is the best way to ensure your story is consistent.
When similar explanations, key messages, and insights appear across earned media, owned content, and social channels, it reinforces credibility. Consistent narratives help validate that a brand is a reliable source on a given topic, increasing the likelihood of being cited in responses. Older content still holds weight for LLMs, but leaves room for your brand to show up in unrelated searches. Be sure to update old content with new messaging and data.
Beyond traditional marketing channels, establishing a strong presence on Reddit and Wikipedia has become essential for brand visibility. Recent data from September 2025 showed a temporary dip in Reddit content appearing in ChatGPT responses, though this rebounded by October. While the sources that large language models prioritize can shift over time, the current landscape demands active engagement—particularly monitoring and responding to Reddit discussions about your brand and staying attuned to broader industry conversations.
YouTube is also emerging as another critical source for LLM training data. To maximize your visibility, include detailed video descriptions with every upload and add transcripts whenever possible. Remember to refresh this content periodically as your messaging evolves.
GEO for AI Search Visibility
GEO is fundamentally reshaping how brands earn visibility in an AI-first search landscape. Success now hinges on building genuine authority through clearly structured, easily interpretable content that’s reinforced by strategic earned media and press coverage.
Ready to understand how your brand appears in AI-generated responses? Contact the Tanis team for a comprehensive GEO audit and earned media strategy. We’ll identify which publications are being cited for prompts in your industry and show you how to get your brand included.