For decades, search engine optimisation (SEO) has been the guiding principle for companies seeking digital visibility. Ranking highly on Google and other search engines through curated keywords and backlinks has long been the path to influence. But the landscape is shifting. With the rise of generative AI systems such as ChatGPT, Claude and Gemini’s central role in Google search’s AI Mode, we are entering the era of Generative Engine Optimisation (GEO). This calls for a different strategic approach to corporate communications.

GEO and the new search landscape
Generative AI models do not index the web in the same way that traditional search engines do. They scrape, summarise and synthesise information from a wide range of sources, with particular weight given to outlets that are authoritative in their domain, specialised and reputable, e.g. Reuters, Wall Street Journal and Financial Times. When users ask a chatbot about a company, for example on issues of reputation or corporate responsibility and governance, AI chatbots look for authoritative references. This makes premium media coverage a decisive factor in shaping how generative engines describe companies.  

Unlike SEO, where owned content could often outweigh earned coverage, GEO attempts to prioritise credibility and consistency (and YouTube…). Companies absent from respected publications and not repeatedly landing the same messages risk leaving AI with little, and potentially less favourable, material to draw on for its users.

Despite the above, it should not be overlooked that trade media, while reaching smaller audiences, remains important in its own right as it attracts highly engaged, specialist readers whose depth of interest and influence within their sectors outweighs sheer scale and impact on GEO.

Owned channels still matter
Corporate websites remain a cornerstone of a company’s digital footprint, providing the owned content that generative models frequently index and draw upon as a factual baseline. They are the definitive source for mission statements, leadership biographies, sustainability commitments and regulatory disclosures, making them a crucial reference point for how an organisation presents itself online.

At the same time, because AI chatbots interpret and deliver this content most effectively when it is written in clear, conversational language, companies must ensure their websites are simple, accessible and aligned with the way real people actually ask questions. Discrepancies between what is published on a corporate site and what appears in media coverage create confusion, not only for audiences but also for AI systems.

Consistency across earned, owned and paid channels is now essential. Without alignment, companies risk being diluted or misleading summaries generated by AI.

Why strategic advice counts
In the GEO era, strategic communications advice is vital. Public relations and SEO can no longer be seen as separate practices. Companies must take a holistic view, recognising how generative AI ingests, interprets and redistributes content.

This means:

• Aligning messaging across websites, press releases, social channels and executive commentary.

• Securing premium media coverage to build authority and trust.

• Managing reputational risks proactively, ensuring corrective narratives reach both media and owned platforms quickly enough to influence AI.

• Auditing digital presence regularly, not only for Google rankings but also for how AI tools currently describe the company.

Having the edge
Organisations that adapt early to GEO will enjoy a significant reputational advantage. When stakeholders inevitably ask AI for answers, those with strong, consistent and credible visibility will be presented as trusted voices.

The lesson is clear: media coverage is no longer just about headlines, it is about algorithmic reputation. In the GEO era, strategic communication strategies ensure that when AI speaks about your business, it does so accurately.

Give your Company a search and if you’re not happy with what AI says, come and speak to us: enquiries@cardewgroup.com