The way we search for and find information is currently undergoing a revolution. Instead of clicking through lists of links, we are increasingly receiving direct, AI-generated answers. This new paradigm is called “Generative Engine Optimization (GEO)”—the optimization of content for AI-based search systems such as ChatGPT or Perplexity. For B2B communication, this presents an immediate strategic challenge. Many are focusing on optimizing their own channels, such as LinkedIn. But that’s only half the battle. True strength in the age of answer engines only comes to the fore through the interplay of in-house expertise and independent, external validation via traditional PR.
Imagine a potential customer asking an AI: “Which company in Germany offers the best cybersecurity solutions for the mechanical engineering industry?” The AI doesn’t search the web for keywords, but rather for relevance, authority, and trust. It synthesizes information from countless sources—specialized articles, company websites, LinkedIn profiles, and even independent media reports —and formulates a single, definitive answer.
Generative Engine Optimization (GEO) is the discipline of designing content and signals in such a way that AI systems recognize them as reliable, authoritative, and citable sources for their responses.
Unlike traditional SEO, which focuses on keywords and backlinks, GEO focuses on three key areas:
1. Expertise & Authority: Who is speaking? Is this person or company a recognized authority in the field?
2. Trust & Credibility: Is the information supported by facts, data, and reputable third-party sources ?
3. Clarity & Structure: Is the content organized in such a way that an AI can easily extract and summarize the key points?
To make their presence felt in this new world, B2B companies must rely on two equally important pillars. Focusing on just one of them creates an unstable foundation.
Pillar 1: Earned Media – The Inestimable Value of External Validation
AI-powered response systems are trained to seek consensus and external validation. A claim a company makes about itself is a signal. The same statement in a reputable trade magazine is a far stronger signal. The “Hold the Front Page” study by MuckRack and 72Point demonstrates this clearly: Over 95% of the quotes in AI responses come from earned media —that is, from independent, editorial content [1]. But it’s not just about that you are being reported on, but above all where.
“Journalism’s role has expanded. It is no longer just the first draft of history. It is also the training data of the future.” – Hold the Front Page Report 2025 [1]
This quote sums it up: Journalism provides the training data that AI systems use to learn credibility. For GEO, the most important factor here is the signal of relevance is crucial. The study puts it this way: “Niche authority and thematic precision are valued higher than general popularity. A small specialist publication with clear evidence can outweigh a larger site with general coverage.” [1] For B2B companies, this is a crucial insight: A feature in a leading industry magazine is more valuable for their own authority than a mention in a general-interest medium with a wide reach. AI systems look for thematic depth, not broad reach.
The study also shows why this is so important: While only 44% of users trust AI tools directly, 55% trust news media and 80% trust recognized experts [1]. However, the key point is: 82% of users actively verify the answers provided by AI systems by checking the sources cited. Your brand must therefore appear in the credible specialist media that are consulted for verification.
Recommendations for GEO-optimized PR:
Structured Press Releases: Don’t write press releases as prose; instead, write them as structured fact sheets. Use clear subheadings, lists, and tables. Answer the W questions (who, what, when, where, why) as precisely as possible.
Quotable expert statements: Provide journalists with concise, data-backed quotes from your in-house experts that they can use directly. This increases the likelihood that your key messages will appear accurately in the AI responses.
Focus on data and studies: In-house surveys, polls, or market analyses are the most valuable resource for earned media, as they provide journalists with exclusive and relevant information.
Pillar 2: LinkedIn – The Platform for Your Owned Expertise
While earned media provides external validation, LinkedIn is the place where you proactively and consistently demonstrate your expertise. A Semrush study analyzing 89,000 LinkedIn posts confirms the platform’s immense importance: LinkedIn is the second most cited domain in AI responses worldwide and is cited as a source in 11% of all responses [2]. Why LinkedIn is crucial for GEO:
Clear authorship: Each contribution is linked to a specific expert profile, whose career and network attest to their expertise. This allows AI systems to directly assess a person’s expertise.
Thematic Consistency: The Semrush study shows that consistency pays off: 75% of cited authors post at least five times within four weeks [2]. Regular, in-depth posts on a niche topic build a clear authority profile that is recognizable to AI.
Depth of content: The analysis makes it clear that knowledge sharing and practical advice are more important than viral engagement. In-depth articles (500–2,000 words) and medium-length posts (50–299 words) are cited most frequently [2].
Recommendations for GEO-optimized LinkedIn:
Expert profiles as hubs of expertise: The “Info” section in your thought leaders’ profiles should describe their expertise clearly and factually.
In-depth articles: Regularly publish insightful opinions and analyses on your core topics. A well-structured LinkedIn article can be just as valuable a source for an AI as an external expert article.
Linking to Earned Media: Share and comment on media reports that mention your company or your experts. This creates a bridge—visible to AI—between external validation and internal expertise.
The greatest GEO impact is achieved when both pillars are strategically linked. An expert who consistently writes about Topic X on LinkedIn (Owned Expertise) and is then quoted in a specialized publication on that very topic (Earned Media) creates an unmistakable consensus. For a search engine, this is the strongest indication of true authority.
| GEO lever | Channel | Goal | Example |
|---|---|---|---|
| Earned Media | Trade press, online magazines | External validation, credibility | Your CTO is quoted in *Computerwoche* on the risks of AI. |
| In-House Expertise | LinkedIn, Corporate Blog | Building a personal brand, demonstrating expertise | Their CTO has published an in-depth LinkedIn article on a new method for securing AI systems. |
| synergy | Linking the two channels | Building consensus, maximizing authority | Your CTO shares the Computerwoche article on LinkedIn and adds his own take on it. |
The era of Generative Engine Optimization does not devalue traditional PR—it enhances it. However, it forces corporate communications to think more strategically. It is no longer enough to simply post on your own channels or wait for the next press release.
Your goal must be to become the primary, indispensable source of information in your field. You can achieve this through a strategic combination of building your own visible expertise on platforms like LinkedIn and having that expertise independently validated through traditional media relations. If you succeed in this, you won’t just be shaping the AI’s responses—you’ll secure the authority to define the narrative in your industry.
Do you have questions about how to develop your PR and LinkedIn strategy for GEO? Please contact me at stefan.epler@epos-marketing.com. If you mention the keyword “GEO Guide for Communications Managers,” I’ll be happy to send you our guide to PR and LinkedIn in the AI era.
What is the main difference between SEO and GEO?
SEO focuses on optimizing for traditional search engines (link directories) with an emphasis on keywords and backlinks. GEO targets AI-powered response engines and prioritizes expertise, credibility from various sources (both owned and earned), and clarity of content.
Is traditional PR still relevant in the age of GEO?
More relevant than ever. The “Hold the Front Page” study shows that over 95% of the citations in AI responses come from earned media. Without PR, you’re practically invisible in the world of AI-powered search engines. While owned media (LinkedIn, blog) showcases your expertise, earned media provides the external validation that AI systems rely on.
What should I focus on first: LinkedIn or PR?
Both should be done simultaneously. Start by refining the LinkedIn profiles of your 2–3 key experts and publishing your first expert articles. At the same time, use this content to proactively reach out to journalists and offer data-driven insights for their reporting.
How do I measure GEO's success?
Directly: Monitor how AI tools like ChatGPT and Perplexity respond to questions about your company and your topics. Are you cited as a source? Indirectly: Are “branded searches” (searches for your company name) on the rise? Are your experts being asked more often for interviews or speaking engagements?
[1] 72Point & Purposeful Relations (2025). Hold the Front Page: Traditional Media’s Influence in the Age of AI. https://www.72point.com/
[2] Semrush (2025). LinkedIn & AI Visibility Study. https://www.semrush.com/
Stefan is co-founder of EPOS and has been involved in B2B marketing and communications for more than 20 years.
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