In fact, some argue that SEO is simply mutating into new forms, such as LEO (Large Language Model Engine Optimisation), in response to AI-driven search tools. Rather than a demise, we are witnessing a shift from traditional SEO toward emerging practices like GEO (Generative Engine Optimisation). This article explores that evolution and why public relations (PR) is poised to play a central role in building website traffic in this new landscape.

The History of SEO: How Search Engine Optimisation Evolved

SEO traces its roots back to the mid-1990s, when the early web introduced search engines and directories. In those days, ranking was rudimentary, and largely based on on-page content, keywords, and manual site submissions to directories like Yahoo.

SEO was once the golden child of web traffic. If you ranked high on Google, the clicks and visitors followed. It worked by optimising your website’s content, structure, and backlinks to match what search engines looked for. 

But things have changed. Today, showing up on the first page isn’t always enough. Search engines now answer many queries directly on the results page. These “zero-click” searches, where users get what they need without clicking through, make up nearly 60% of all Google searches. That means even if you’re visible, you might not get the visit.

Now, it’s not just about ranking. It’s about owning the answer, appearing in featured snippets, knowledge panels, and other SERP features. SEO has evolved, and the game is no longer just traffic; it’s attention.

Meet GEO – The New Face of Search

AI-driven interfaces are transforming how people discover information. Tools like ChatGPT, Google’s Search Generative Experience (SGE), Bing Chat, Perplexity AI, and others provide users with conversational answers synthesised from web content, instead of just links. This shift has led to the emerging practice of Generative Engine Optimisation (GEO) – ensuring your content and brand are visible in AI-generated responses. In essence, GEO is about optimising your digital presence so that when a user asks an AI assistant a question, your site’s information or your brand gets included or cited in the answer.

GEO doesn’t replace SEO, it simply extends it. While SEO focuses on search engine rankings, GEO targets AI systems and large language models. The techniques often overlap, but the focus is different. SEO may rely on keywords and backlinks. GEO prioritises clarity, factual accuracy, and structure that AI can understand and attribute.

New acronyms are emerging to track this evolution. AEO (Answer Engine Optimisation) responds to voice search and featured snippets. LEO (Large Language Model Engine Optimisation) focuses on content made for LLMs and chatbots.

At the heart of it all is a simple truth: as search gets smarter and more conversational, your content must be optimised not just for humans or search bots, but also for AI.

SEO vs GEO: Key Differences You Need to Know

Why Public Relations Now Drives Web Traffic

In the age of GEO, public relations is emerging as a key driver of online visibility. We’re effectively moving from a world of clicks to a world of mentions. Traditional SEO was all about earning that click through to your website; in contrast, AI-driven results might give the user an answer without a direct click. That means your brand benefits when it’s mentioned or used as a source in the AI’s answer, even if the user doesn’t visit your site immediately. In practical terms, that means the trust and authority your brand has online are more important than ever.

The role of owned media: Your blogs, press releases, and website still matter—but the bar is higher. To stand out to AI, your content must be clear, authoritative, and fact-based. A generic blog won’t cut it. AI systems prioritise content that answers questions directly and confidently.

Overuse of jargon or vague messaging can make your content invisible to both readers and machines. What works is original insight, a strong point of view, and consistency. This signals reliability—something AI tools look for when deciding what to surface or cite.

The role of earned media: Coverage in trade publications, news sites, and authoritative blogs is arguably even more crucial in the GEO era. AI models are trained on vast swathes of internet text and lean on reputational cues when deciding which sources to present. Mentions of your brand in well-regarded external sources act like votes of confidence in the AI’s eyes. In fact, recent analysis suggests about 61% of the signals that AI uses to gauge brand reputation come from editorial and news media sources (as opposed to your own content). 

A mention in a respected industry magazine or a quote in a national newspaper doesn’t just impress human audiences, it feeds the AI new data points associating your brand with credibility. Not all mentions are equal, of course. Mentions in trade publications and trusted outlets carry more weight than a self-published blog post. This means PR efforts that land your expertise in the press directly boost your GEO, because those citations and context get absorbed into AI models’ knowledge.

Preparing for the Future of SEO: Practical Tips for PR Leaders

• Prioritise authoritative placements: All press is not equal. Focus your media outreach on high-quality, trusted outlets – especially trade journals, industry blogs, and reputable news sites that both humans and AI treat as authoritative sources. A single quote in a well-respected publication can do more for your AI visibility than dozens of low-tier mentions.
• Provide clear, quotable insights: Make life easy for journalists (and AI algorithms) by offering concise data points and soundbites in your PR materials. Unique research, statistics, and expert commentary increase the likelihood of getting quoted. Being quotable and specific helps your mentions stand out.
• Optimise your owned content for answers: Revamp your website content with AI in mind. Add an FAQ section, publish Q&A-style blog posts, and use headings or lists to structure information clearly. Implement schema markup so that machine readers can easily identify questions and answers. The goal is to make your owned media not just informative but easily parseable by AI.
• Build your entity presence: Ensure your brand’s digital identity is robust, maintain consistent profiles on professional directories, and feed accurate info into Google’s knowledge graph. When your company is clearly defined online (with correct name, industry, products, CEO, etc.), AI systems are less likely to get confused and more likely to display your brand details when relevant.

In conclusion, the shift from SEO to GEO represents an evolution, not an extinction. SEO as we knew it isn’t “dead” – it’s alive and kicking, but it’s growing a few extra arms. In this new era of AI-driven discovery, those who adapt and embrace GEO and PR-centric strategies will continue to reap the rewards of robust website traffic and brand growth. The tools may change, but the core challenge remains the same: to be found and trusted wherever your audience is looking

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com