How PR Can Win in AI Search: SEO Strategies for the LLM Era

Introduction: PR Meets the Future of Search

The world of public relations is changing—again. This time, it's not Google’s algorithm updates shaking up the industry—it's AI search platforms like ChatGPT, Perplexity, and Gemini. These large language models (LLMs) are not just influencing search engine optimization (SEO), they're rewriting the rules.

As someone working closely with digital teams and PR professionals, I've seen firsthand how these changes are impacting visibility and brand reach. So, let’s talk about how we, as PR pros, can strategically align SEO and media coverage to succeed in the AI search era.

Why AI Search Optimization Matters for PR Professionals

In a recent PRNEWS Pro workshop titled “Artificial Intelligence for PR”, experts like Whitney Hart (Chief Strategy Officer, Avenue Z) and Mirza Germovic (SVP of AI Solutions, Edelman) highlighted a crucial shift: AI platforms are now choosing which media sources to trust—and promote.

Key Media Outlets Partnering with OpenAI

According to Hart, some media giants already have formal partnerships with OpenAI, including:

• The Associated Press

• Reuters

• New York Times

• The Guardian

• Time

• The Atlantic

• Forbes

• Wall Street Journal

• TechRadar (owned by Future)

Personal Experience: I recently searched for the best 8K digital camera using ChatGPT. The first recommendation I received was from TechRadar. Turns out—they partnered with OpenAI in late 2024. That single link convinced me to dig deeper and ultimately led to my purchase. Proof that AI-powered search isn’t the future—it’s happening right now.

Top 3 Actionable Strategies for AI Search Optimization

Whitney Hart shared three powerful takeaways. Here’s how you can put them into action—along with some real-world advice:

1. Build Relationships with Your SEO Team

Why It Matters

PR can’t live in a vacuum anymore. Your SEO team isn’t just for keyword stuffing—they’re your new best allies in gaining AI visibility.

Action Steps

• Schedule a monthly sync with your SEO or digital team.

• Discuss ongoing LLM trends (e.g., ChatGPT, Gemini, Perplexity).

• Create joint plans for content strategy, link-building, and monitoring AI search visibility.

Pro Tip: Ask your SEO lead if they’re tracking AI bot traffic separately. If not, it’s time to start.

2. Audit Your Website for AI + PR Alignment

What's the Issue?

Most website content is built around keywords—not storytelling or PR messaging. But AI searches reward both.

What to Do

• Review all pages, blog posts, and press releases.

• Look for content gaps: Is your thought leadership visible? Are your brand values clear?

• Revise content to integrate PR narratives alongside target keywords.

Personal Take: I helped a client revamp their “About Us” page with quotes from recent media features. Not only did their AI presence improve, but the bounce rate dropped significantly—because real people found the story engaging.

3. Audit Media Coverage with AI in Mind

The New Audience: AI Bots

Your press coverage isn’t just for humans anymore. Bots are scanning your mentions, quoting them, and ranking them.

How to Adjust

• Look at the last 24 months of coverage.

• Prioritize outlets with OpenAI partnerships.

• Track which placements surface in AI tools.

• Where possible, pitch to sources known to be indexed by AI models.

Pro Tip: Use ChatGPT to test which articles it links to when asked about your brand or product category.

Key Takeaways for PR and SEO Strategy in the AI Era

Here’s your quick checklist for AI Search Optimization:

•  Partner with SEO teams across departments

•  Audit and update website and blog content

•  Focus on earned media in OpenAI partner outlets

•  Track mentions and link visibility in AI answers

•  Think beyond keywords—focus on credibility and clarity

FAQs About AI Search Optimization and PR

How do AI search engines choose which sources to show?

AI platforms prioritize credible, high-authority sources—often those with formal partnerships (like Reuters, WSJ, or Forbes). The more trustworthy and well-structured your coverage, the better your visibility.

Can press releases still rank in AI search?

Yes, but placement in trusted media outlets significantly boosts discoverability. Direct press releases posted only to a newsroom page won’t carry as much weight unless picked up by a known media outlet.

What’s the role of backlinks in AI search?

Backlinks remain important, but contextual authority is even more crucial. AI tools interpret the relevance and trustworthiness of links—so prioritize quality over quantity.

How can I test my visibility in AI search tools?

You can run branded or category-specific queries in tools like:

• ChatGPT (via custom GPTs or web search-enabled plugins)

• Perplexity.ai

• Microsoft CoPilot

• Google AI Overviews

Look for your brand name, product, or industry niche and track which sources get mentioned.

Final Thoughts: Evolve or Fade

The fusion of PR and SEO strategy in the AI age isn’t optional—it’s essential. Media relations must evolve to not only reach humans, but also teach bots what our stories are about.

Whether you're a comms lead at a startup or a global brand, taking these steps will help you thrive in the AI search landscape—one strategic placement, one optimized sentence at a time.

Read More : Is SEO Still Relevant in the AI Era?

AI Overviews & AI Mode: Google’s Official Advice for Optimizing Your Website

As Google continues to evolve its search features, AI Overviews & AI Mode are becoming major parts of the user experience. Website owners and SEO professionals now need to adapt to these new AI-powered search formats to remain competitive. In a recent blog post, Google Search Advocate John Mueller shared official recommendations on how to optimize content for these AI experiences.

What Are AI Overviews & AI Mode?

AI Overviews provide users with quick, summarized answers pulled from various sources, using Google’s AI technology. AI Mode is an interactive feature that allows users to ask follow-up questions or use multimodal queries like images or voice inputs.

According to Google, these features are changing how people search. Users now ask longer, more specific questions and interact more deeply with the search engine—resulting in higher-quality clicks and more engaged website visits.

Core Optimization Strategies for AI-Powered Search

1. Content Quality Still Matters Most

Google emphasizes that “unique, non-commodity content” remains the foundation of good SEO. Your content must answer real questions, offer original value, and serve the needs of your audience.

• Avoid rehashing generic topics.

• Offer depth and detailed answers.

• Anticipate follow-up queries.

Stat to note: AI Overviews are more likely to pull from content that is authoritative, informative, and comprehensive.

2. Meet All Technical Requirements

Even the best content won’t rank if Google can’t access or understand it. Make sure:

• Googlebot is not blocked

• Pages load correctly and quickly

• All content is indexable

Focus on Core Web Vitals, mobile usability, and overall page experience. As Mueller writes, “People won't engage with a cluttered or hard-to-navigate page—even if the content is great.”

Key Technical Must-Haves:

• Mobile-friendly design

• Fast page load speed

• Clean and accessible HTML

• Structured data (Schema.org) for better interpretation

3. Use Multimedia for Multimodal Search

With Google Search becoming increasingly multimodal, visuals are more important than ever. Users can now ask questions based on images, videos, or screenshots.

How to optimize multimedia:

• Add high-quality images with descriptive alt text

• Include videos that explain your content

• Use image schema markup for better visibility

For ecommerce sites, regularly update:

• Your Google Merchant Center

• Business Profile for better product and local visibility

4. Manage Visibility in AI Results

You can still control how your content appears in AI Overviews & AI Mode using standard meta tags:

• nosnippet – hides all snippets

• data-nosnippet – hides specific parts

• max-snippet – limits snippet length

• noindex – removes page from index entirely

But remember, restricting content may reduce your presence in AI results.

Changing How You Measure Success

Clicks from AI Overviews are fewer but higher quality. Users landing from AI Mode tend to stay longer and engage more.

💡 Google’s insight: “We’ve seen that when people click to a website from search results pages with AI Overviews, these clicks are higher quality... users are more likely to spend more time on the site.”

Shift your focus to:

• Engagement time

• Conversions (sales, signups, downloads)

• Bounce rate and scroll depth

• Goal completions in analytics

Final Takeaways for AI SEO Success

Here’s a quick checklist to future-proof your content strategy for AI Overviews & AI Mode:

•  Write unique, in-depth content
•  Ensure technical accessibility
•  Add visuals and multimedia
•  Review your meta directives
•  Track meaningful engagement metrics

As Google continues to reshape search behavior through AI, these strategies will help your content stay relevant and competitive in both classic and AI-enhanced search results.