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?

The State of AI Chatbots and SEO: How AI is Changing Search Optimization

 

Introduction

AI chatbots are revolutionizing how people search for information, make decisions, and interact with businesses. With platforms like ChatGPT, Perplexity, and Google Gemini driving millions of queries daily, businesses must adapt their SEO strategies to remain visible in this new digital landscape.

In this guide, we’ll explore:

• The value of AI chatbot visibility.
• Strategies to improve AI chatbot rankings.
• How people search on AI chatbots.
• Challenges and biases associated with AI chatbots.
• Where AI chatbots are headed.

The Growing Value of AI Chatbot Visibility

AI Chatbot Adoption and Referral Traffic

Recent studies show that AI chatbots are increasingly influencing consumer behavior and website traffic:

• ChatGPT has over 400 million weekly users (as of January 2025).
• 71.5% of users use ChatGPT for search alongside traditional engines like Google.
• 63% of websites receive traffic from AI sources, with top sites getting up to 6% of visits from chatbots.
• Semrush reported a 60% increase in ChatGPT referral traffic between June and October 2024.
• Online services, education, and media sites are seeing the most AI-generated traffic.

AI Chatbots and Purchase Decisions

AI chatbots aren’t just for search—they influence buying behavior:

• 25% of Britons use AI when shopping online (Adobe).
• AI-generated referrals have a 10.4-minute average session duration, compared to 8.1 minutes from Google traffic.
• 46% of ChatGPT users leverage the platform’s search feature when making purchasing decisions.
• AI recommendations boost trust in low-brand-awareness products, helping smaller brands gain recognition.

My Take on AI Chatbot Visibility

While AI traffic remains a small percentage of overall web traffic, its growth trajectory suggests early adoption could offer a competitive advantage. Businesses targeting young, tech-savvy users should prioritize AI chatbot SEO while maintaining traditional SEO strategies.

How to Optimize for AI Chatbot Visibility

1. Improve Crawlability and Indexing

To appear in AI chatbot results, websites must be easily crawlable. Google Search Console and tools like Ahrefs and Semrush can help ensure proper indexing. Key strategies include:

• Groomed XML sitemaps.
• Strong internal linking.
• Fast server response times.
• Minimal reliance on JavaScript. AI crawlers struggle with client-side rendering.

2. Focus on Brand Strength

AI chatbots prioritize content from trusted sources. Domain authority matters more than backlinks when training AI models. According to Ziff Davis, AI prefers curated datasets, naturally favoring authoritative brands.

3. Rank Well on Traditional Search Engines

• Google rankings correlate with AI chatbot mentions (0.65 correlation).
• Bing rankings also impact AI visibility, though slightly less.
• High-quality, citable content like industry reports and case studies perform best.

4. Expand Beyond Google

AI chatbots pull data from multiple sources, not just Google. Consider optimizing content for:

• YouTube (third-largest ChatGPT referral domain).
• Facebook, LinkedIn, and GitHub (top 10 AI referral sources).
• Amazon, eBay, and Walmart dominate in AI chatbot and traditional search visibility.

My Take on AI Chatbot Optimization

Backlinks remain useful for Google and Bing SEO, indirectly improving AI chatbot rankings. However, citable content—such as unique research, case studies, and expert insights—has a more direct impact on AI chatbot visibility.

How Users Search on AI Chatbots

Key Differences Between AI Chatbots and Traditional Search

• 70% of ChatGPT queries introduce new intent types that don’t fit traditional search categories (Semrush).
• AI chatbot queries are longer and more complex, averaging 23 words, compared to Google’s 4.2 words.
• People use Google for initial product research, ChatGPT for comparisons, and Instagram for product discovery.

AI Chatbots and Homepage Traffic

Unlike Google, AI chatbots send more traffic to homepages (22% vs. 10%). This suggests AI chatbots are preparing users for brand interactions rather than just directing them to specific pages.

My Take on AI Chatbot Search Behavior

Search behavior on AI chatbots is evolving. If users continue using shorter queries when enabling search features, businesses that dominate traditional search will likely maintain an advantage in AI chatbot results.

Challenges and Biases in AI Chatbots

1. Tracking and Analytics

Tracking AI chatbot traffic remains a challenge:

• ChatGPT citations include a utm_source=chatgpt.com parameter, but search results do not.
• Ahrefs found that AI traffic is often underreported, classified as direct traffic.

2. AI Bias and Brand Representation

AI models exhibit biases in brand recommendations:

• Global brands receive more positive associations than local brands.
• Luxury brands are recommended more frequently in high-income countries.
• U.S.-based sources dominate AI citations (65% of references).
• AI models hedge their responses, avoiding strong positions on controversial topics.

My Take on AI Challenges

Bias in AI chatbots poses a risk to small businesses and local brands. Companies should focus on brand awareness, citations, and content authority to increase their chances of appearing in AI-generated recommendations.

The Future of AI Chatbots and SEO

AI chatbots are still in their early stages, but their impact on search behavior is undeniable. Businesses that invest in AI chatbot visibility now may gain a first-mover advantage as these tools become more mainstream.

Key Takeaways:

• AI chatbots drive growing, high-quality traffic.
• SEO strategies must evolve to include AI chatbot visibility.
• AI-generated search behavior is different from traditional search but overlaps in some areas.
• Challenges exist, including tracking and bias, but businesses that adapt early will benefit.

Final Thoughts

AI chatbots are not replacing traditional search but complementing it. While classic SEO remains essential, businesses should explore AI chatbot optimization to future-proof their digital strategy.

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