FAQ

GEO is the practice of optimizing your content and brand presence to appear in AI-generated answers across major AI search engines such as ChatGPT, Copilot, and Google AI Overviews to find, understand, and use in their responses. Instead of focusing only on traditional search engines, GEO helps your brand show up in AI-generated answers.

Start by creating an LLM citation matrix for your industry. This is a simple way to track how often your brand and competitors are mentioned or cited in AI-generated content.
Audit different AI platforms to see:
Which media sources are being cited most often
What types of content (news stories, reviews, thought leadership) show up
How your brand compares to others in your industry
This analysis helps you understand which publications and content formats are most likely to be referenced by AI tools, so you can focus your content and PR strategy there.

Take the results of your Google search console on the keywords users to find your business and turn these into prompts and run prompt research in a GEO tool such as Otterly.ai.

Earned media directly strengthens your visibility in AI search because it supplies the trusted, third-party information that AI tools use to understand your brand. When reputable outlets cover your company, they create authoritative signals that AI systems recognize as reliable.

High-quality earned media helps AI tools identify your brand as credible, understand your key messages, and surface your company when users ask related questions. Strong earned media improves your chances of being cited and included in AI-generated answers, connecting your brand with industry topics, keywords, and expertise.

AI search should build on your current PR efforts, not replace them. You still need traditional coverage that reaches your audience and builds credibility.

Think about who you want your potential customers and clients to be. Are you targeting locally or globally? Small startups or Fortune 500 companies? Focus on what your ideal customer is searching for on AI platforms, and tailor your PR efforts to address these questions. The goal is to strike a balance between immediate visibility and long-term discoverability.

To make your content more likely to be picked up by AI, focus on clear, structured facts that both humans and machines can easily read and understand.

Think of each message as a “citation-friendly” fact unit. Use bullet points or short summaries that highlight measurable and verifiable information. (e.g., “X increased by XX%,” “launched in XX markets,” “partnered with Y”)

This type of content helps journalists and audiences grasp key points quickly and makes it easier for AI models to extract and cite your brand accurately.

Traditional SEO elements like backlinks, title tags, and keyword density are no longer the main drivers of visibility in AI search. Tools such as ChatGPT do not scan and rank pages the way search engines do. They look for clear, trustworthy, and question-focused information from reputable sources.

Organize your content so it is easy to read, free of jargon, and directly addresses the kinds of questions users are likely to ask.

AI performs better with content that includes:

• Natural, conversational language instead of keyword-heavy text
• Strong citations and original data, especially when supported by earned media
• Important information is placed high on the page, not buried at the bottom
• Question and answer formats that mirror how people search

For AI to recognize and cite your content, it needs to appear across owned, earned, and seeded channels. Your earned, seeded, and owned content should have the same claims/facts, reinforcing your brand’s credibility and helping AI recognize your messaging as reliable.

AI ingests modular artifacts. Artifacts are short, structured, machine-readable.  Examples include key facts blocks, FAQs, videos with transcripts. 

Formats like FAQs, listicles, comparison tables, and authentic reviews tend to perform better because they are structured and informative.

Include at least one structured-link section. Examples: FAQ, explainer, benchmark sheet, glossary.

Instead of saying learn more here replace with read the technical FAQ. Include numbered or bulleted lists in the linked FAQ. Use consistent terminology across the press release and FAQ. 

You can also add schema.org markup to the FAQ page.

Constantly monitor, readjust, and adopt a share of model metric. This metric shows how often your brand is mentioned in AI-generated answers compared to your competitors.

By monitoring how your content appears in AI search, you can see which sources and formats are helping your visibility the most. Aim to quantify and grow your share of model often in AI responses to see how your brand or content is cited relative to competitors or category benchmarks. Use those insights to refine your PR approach, adjust your messaging, and build stronger relationships with the media outlets that matter most to AI systems.