The advent of AI-powered search has transformed the way people seek information online. The tried-and-true “blue links” on Google’s search engine results page (SERP) have largely been displaced by either AI-generated summaries (like Google’s own AI Overview) or else by conversational tools like ChatGPT. These features have fueled a rise in “zero-click search” activity, wherein users get the information they need directly from their search interface, without the need to click through to specific websites.
Given how much the search landscape has historically been focused on clicks and traffic, these AI trends have been more than a little disruptive to the way businesses seek online visibility. For those looking to maintain brand awareness amidst changing consumer behavior, investing in a strategic public relations partner may be more valuable than ever.
PR powers success in AI search
AI-powered search results are largely driven by factors like reputation, brand mentions and authority signals from across the Internet. These are all areas where PR can be uniquely impactful.
For example, AI search tools scour the Web for information that is well-sourced in respected publications, and that offers ample context to ensure the information’s relevance and accuracy. What this means for businesses and brands is that being mentioned in reputable journals, trades or other publications is central to demonstrating authority, and ultimately to gaining recognition in AI search.
Consistency is another crucial factor. When a brand is consistently mentioned in trusted publications, cited as a go-to source for a particular topic, that cements their credibility and establishes them as an essential resource for AI search results.
All of this highlights the importance of building buzz not just around a set of keywords, but around the brand name itself. That’s always been the sweet spot for PR companies, who can establish consistent brand mentions in authoritative publications, on podcasts and more.
For companies seeking to navigate the new search landscape, an investment in PR can provide a distinct competitive advantage. At Ripley PR, we have a proven track record helping our clients gain recognition through consistent media placement. To find out more about using public relations to dominate AI search, reach out to our team at (865) 977-1973 or contact us here.
