For quite some time now, getting noticed by Google has been high on the list of priorities for businesses of all sizes. This has meant that tactics like keyword stuffing, backlinks and rankings have been the order of the day. But, with the advent of AI-powered search, including Google’s new AI Mode and Web Guide, the rules are changing fast.
The good news is that the qualities that AI search engines now reward are qualities that businesses have the potential to deliver exceptionally well, particularly those firms for whom PR is already part of their strategy.
Knowledge, experience and expertise
AI search engines are moving away from ranking content based on keyword density, focussing instead on prioritising content that answers the real questions people are asking. Clarity and expertise are what matter now, delivering content, in multiple forms and in multiple locations, that provides real value.
So what does that mean for you and your business? Well, your expertise needs to be visible. AI wants proof that you know your stuff; to know that you’re credible. Thought-leadership articles, interviews, podcasts and expert commentary all help establish this credibility in a way AI can recognise and trust.
PR now plays a more critical role than ever in driving this visibility. Earned media coverage in trusted publications and websites is like digital word-of-mouth and AI is listening very closely. Being quoted in the media, featured in trade publications, appearing on podcasts or sharing case studies that get picked up editorially for example, all help to show that your business is credible.
Rather than chasing that top search ranking, the new goal is to be ‘referenceable’. You want to be the brand or expert that AI refers to when delivering the answers to those all-important questions your customers are asking. Creating in-depth web pages that own a topic and ensuring your brand is cited in media, reports, podcasts and online guides, for example, all help to build a consistent and informative footprint across multiple platforms.
Answer the right questions
AI search is also changing the types of questions people ask. Queries are longer and more complex, and so your content needs to adapt accordingly. Richer, more detailed, multi-format content is the way to go. This might be in-depth blogs, video explainers or infographics; whatever it is, you need to be providing comprehensive answers to your customers’ and prospects’ burning questions.
Perhaps the biggest shift is that PR and SEO are merging. AI learns from citations, interviews and expert-led content, making traditional PR (something that we do here at Goldings day in, day out) a direct driver of search visibility. Aligning PR and SEO efforts is no longer a nice-to-have, it’s essential. As such, integrated campaigns that generate media coverage and AI-optimised content will enable you to steal a march on those who still treat these as separate initiatives.
At the moment, AI-powered search may account for a small share of traffic, but its influence is growing and growing fast. Businesses that adapt early will establish authority, earn trust and get ahead, in every way possible.
What can you do today?
- Build content around what your customers are actually searching for.
- Publish thought-leadership content.
- Take part in podcasts, panels and interviews to showcase your knowledge and experience.
- Pitch expert commentary to the media.
- Get featured in trade publications, reports, online guides and other media.
- Turn case studies and opinion pieces into editorial content.
- Create content that ‘owns’ a topic.
- Build a consistent digital footprint across all platforms.
- Invest in detailed, multi-format content (blogs, videos, graphics).
- Address your customers’ most common and most complex questions in depth.
- Align your PR and SEO efforts.
- Plan campaigns that generate both media coverage and AI-optimised content
For more information on how Goldings Communications can help you with your purpose-driven PR strategy, get in touch today.
