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 is an immediate strategic challenge. Many focus on optimizing their own channels such as LinkedIn. But that is only half the battle. The true strength in the age of answer engines only unfolds through the interplay of one's own expertise and independent, external confirmation through classic PR.
Imagine a potential customer asks an AI: “Which company in Germany offers the best cybersecurity solutions for mechanical engineering?” The AI does not search the web for keywords, but for meaning, authority, and trust. It synthesizes information from countless sources – articles, company websites, LinkedIn profiles, and also independent media reports – and formulates a single, definitive answer.
Generative Engine Optimization (GEO) is the discipline of shaping content and signals so that they are recognized by AI systems as reliable, authoritative, and citable sources for their answers.
In contrast to classic SEO, which focuses on keywords and backlinks, GEO focuses on three core areas:
1. Expertise & Authority: Who is speaking? Is this person or company a recognized authority in the field?
2. Trust & Credibility: Are the information backed by facts, data, and reputable third-party sources ?
3. Clarity & Structure: Is the content prepared in such a way that an AI can easily extract and summarize the key messages?
To be visible in this new world, B2B companies must rely on two equally important pillars. Playing only one of them creates an unstable foundation.
Pillar 1: Earned Media – The Invaluable Value of External Validation
Answer engines are trained to find consensus and external validation. A claim that a company makes about itself is one signal. The same statement in a respected trade magazine is a far stronger signal. The "Hold the Front Page" study by MuckRack and 72Point demonstrates this impressively: Over 95% of citations in AI answers come from earned media – that is, from independent, editorial content [1]. But it's not just about that you are covered, but above all where.
“Journalism’s role has expanded. It is no longer only the first draft of history. It is also the training data of the future.” – Hold the Front Page Report 2025 [1]
This quote hits the nail on the head: journalism provides the training data on the basis of which AI systems learn credibility. For GEO, the signal of relevance is particularly crucial. The study puts it this way: “Niche authority and thematic precision are valued more highly than general popularity. A small specialized publication with clear evidence can outweigh a larger site with general coverage.” [1] For B2B companies, this is a key insight: a placement in a leading industry magazine is more valuable for your own authority than a mention in a high-reach general-interest medium. AI systems look for thematic depth, not broad distribution.
The study also shows why this is so important: While only 44% of users directly trust AI tools, 55% trust news media and 80% trust recognized experts [1]. However, the key point is: 82% of users actively verify the answers from AI systems by checking the cited sources. Your brand must therefore appear in the credible trade media that are used for verification.
Recommendations for GEO-optimized PR:
Structured press releases: Do not write press releases as prose, but 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 internal experts that they can directly adopt. This increases the chance that your core messages will appear unaltered in AI answers.
Focus on data and studies: Your own surveys, polls, or market analyses are the most valuable raw material 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 can proactively and continuously demonstrate your expertise. A Semrush study that analyzed 89,000 LinkedIn posts confirms the platform's enormous importance: LinkedIn is the second most frequently cited domain in AI answers worldwide and is used as a source in 11% of all answers [2]. Why LinkedIn is crucial for GEO:
Clear Authorship: Each post is linked to a specific expert profile whose career history and network demonstrate competence. AI systems can thus directly assess a person's expertise.
Thematic consistency: The Semrush study shows that regularity is rewarded: 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.
Content depth: The analysis makes clear that knowledge sharing and practical advice are more important than viral engagement. Detailed 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 competence hubs: The "Info" section in your thought leaders' profiles should clearly and factually describe their expertise.
In-depth expert articles: Regularly publish pointed opinions and analyses on your core topics. A well-structured LinkedIn article can be as valuable a source for an AI as an external expert article.
Linking with Earned Media: Share and comment on the media reports in which your company or your experts are cited. This creates a bridge between external validation and internal expertise that is visible to AI.
The strongest GEO effect unfolds when both pillars are strategically linked. An expert who consistently writes about topic X on LinkedIn (Owned Expertise) and is then quoted in a trade publication on exactly this topic (Earned Media) creates an unmistakable consensus. For an answer engine, this is the strongest indication of true authority.
| GEO levers | Channel | Goal | Example |
|---|---|---|---|
| Earned Media | Trade press, online magazines | External validation, credibility | Your CTO is quoted in Computerwoche about the risks of AI. |
| Owned Expertise | LinkedIn, Corporate Blog | Building personal brands, demonstrating expertise | Your CTO publishes an in-depth LinkedIn article about a new method for securing AI systems. |
| Synergy | Linking both channels | Creating consensus, maximum authority | Your CTO shares the Computerwoche article on LinkedIn and adds a personal assessment. |
The era of Generative Engine Optimization does not devalue classic PR – it enhances it. However, it forces corporate communications to think more strategically. It is no longer enough to only broadcast on your own channels or to only hope for the next press release.
Your goal must be to become the primary, indispensable source in your field. This is achieved through the clever combination of self-built, visible expertise on platforms such as LinkedIn and the independent confirmation of this expertise through classic media relations. If you succeed in this, you not only shape the answers of the AI – you secure interpretive sovereignty in your industry.
Do you have questions about how to set up your PR and LinkedIn strategy for GEO? Write to me at stefan.epler@epos-marketing.com. If you mention the keyword “GEO-Guide for Communications Managers”, I will be happy to send you our guide for PR and LinkedIn in the AI era.
What is the main difference between SEO and GEO?
SEO focuses on optimizing for traditional search engines (lists of links) with a focus on keywords and backlinks. GEO targets AI-based answer engines and prioritizes expertise, credibility from various sources (both owned and earned), and content clarity.
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 citations in AI answers come from earned media. Without PR, you are practically invisible in the world of answer engines. While owned media (LinkedIn, blog) showcases your expertise, earned media provides the crucial external validation for AIs.
What should I focus on first: LinkedIn or PR?
Both should run in parallel. Start by sharpening the profiles of your 2-3 most important experts on LinkedIn and publishing initial expert articles. At the same time, use this content to proactively approach journalists and offer data-driven statements for their reporting.
How do I measure the success of GEO?
Directly: Monitor the responses of AIs like ChatGPT and Perplexity to questions about your company and your topics. Are you mentioned as a source? Indirectly: Are 'branded searches' (search queries for your company name) increasing? Are your experts being asked more frequently for interviews or speaker slots?
[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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