How We Search Has Changed Forever. Your Brand Now Needs to Be Recommended, Not Just Found. Soz.

The way we search has changed thanks to AI.

For years, businesses have approached and invested in things like PR, SEO and Content as relatively disconnected disciplines. At These Guys I Know we have always been preachy AF that a brand is 'everything it does'. And, there has never been more need for all parts of the marketing mix to be integrated than today. Because - AI has changed the game. Particularly when it comes to discoverability. 

Previously, online success was largely driven by SEO and measured by rankings, reach and visibility. If you could crack the SEO code, given that everyone searched by googling, you were golden.

That model has changed. Forever.

As consumers increasingly turn to AI platforms such as ChatGPT, Gemini, Perplexity and Claude for recommendations, brands face a new set of challenges. 

It is no longer enough to be just seen or discoverable. You also need to build the authority and credibility that increases your likelihood of being recommended by Large Language Models (LLMs).

This is where Generative Engine Optimisation (GEO) comes in, an area that we're pretty stoked about tbh, because it plays to the strengths of These Guys I Know. (We never considered ourselves SEO experts to be fair - but GEO, that's our jam!) It builds upon the areas that we are already known for delivering incredible results in - like PR, storytelling, messaging structure, content and digital channel strategy - and brings it all together. Beautiful.

What is GEO?

Generative Engine Optimisation is the practice of improving how AI systems understand, reference and surface your brand when generating answers.

Unlike traditional search engines, LLM’s don't simply rank websites based on keywords. They synthesise information from multiple trusted sources - and also consider what you have said about yourself - to determine which brands appear authoritative, relevant and trustworthy enough to include in their responses.

That means your digital footprint matters more than ever. All parts of the media mix - earned, owned - and - to a lesser degree, paid - play a very important role.

You need to be clear, confident, consitent - and citable. Very citable.

Owned media is still important.  For example, your website is a channel that you own and are in control of. AI does refer to this owned channel as a source - however it considers information differently than historical SEO approaches. LLMs are looking for citable and concise content - that is then supported by external channels.  

Because, AI doesn't rely solely on what your website says about your business. It also considers what independent, authoritative sources say about you, how consistently your messaging appears across the web, and whether your expertise is reinforced by credible evidence. This is where PR comes into things and why there is increased attention on its part in driving earned media results.

The goal of GEO is to build the kind of trusted digital presence that generative AI systems consistently recognise, understand and reference. These Guys I Know is known for delivering strong results for clients in this space - moving clients like Passive Fire NZ to the top spot of their category in a short period of time. 

So, Where PR Fits In

Public relations has become significantly more valuable in an AI-driven search landscape because quality earned media helps establish authority. Businesses around the world are increasing their PR spends as a result.

When respected media outlets, industry publications, partners and independent organisations publish stories about your business, they create third-party validation. (That's why traditionally, earned media and PR has always been considered of higher value than paid media. Third party validation is valuable).

These citations contribute to the wider information ecosystem that AI models use to understand organisations and the expertise behind them.

But saying GEO = PR is an oversimplification.

PR is an important part of GEO, but it is only one component.

Earned media extends well beyond traditional public relations to include industry commentary, expert contributions, speaking engagements, awards, partnerships, reviews and other independent signals that reinforce credibility. Basically coverage and talk that you have to earn.

GEO brings these elements together with technical optimisation, content strategy and structured messaging to strengthen your brand's AI discoverability, authority and recommendation potential.

We Put Things Together.

These Guys I Know are integrated communications specialists - meaning our strength is in putting things together and joining the dots, particularly when it comes to your digital footprint. Every little thing that is said about you online, every little thing you say about yourself - now it has the potential to come together in beautifully AI generated overview.

Strong AI visibility comes from combining several disciplines, including:

• High-quality earned media and authoritative third-party mentions

• Clear, structured messaging that AI systems can easily interpret

• Consistent positioning across owned, earned and shared channels

• Expert content that demonstrates authority

• Citation building and digital authority development

• Website content designed for both people and AI retrieval

• A connected digital journey that reinforces trust at every touchpoint

Traditional SEO remains important, for now. But, optimising for keywords alone is no longer enough.

Content now needs to answer questions clearly, demonstrate expertise, reinforce authority and communicate consistent narratives that AI systems can confidently retrieve and synthesise.

AI Discoverability is a Brand Strategy

Generative Engine Optimisation is not simply another marketing tactic.

It sits at the intersection of communications, content, reputation management, search,

digital strategy and public relations. It requires organisations to think about how every digital touchpoint contributes to the story AI tells about their brand.

The businesses that perform best in AI search won't necessarily be those publishing the most content. They'll be those building the strongest authority, earning credible third-party recognition and communicating consistently across every channel.

How These Guys I Know Helps

These Guys I Know is an award-winning communications and marketing consultancy helping organisations strengthen their visibility in the age of AI. As our tagline suggests - we put things together.

We help businesses build the digital authority, credibility and consistency that improves their visibility across the evolving generative search landscape.

In this space, our services include:

• AI Discoverability and Visibility Audits, benchmarking how major AI platforms understand and reference your brand compared with competitors.

• Generative Engine Optimisation (GEO) strategy and implementation.

• Earned media and PR campaigns that strengthen authority and third-party credibility.

• AI-ready content designed to communicate expertise clearly for both human audiences and AI retrieval.

• Messaging architecture that improves consistency across every digital touchpoint.

• Citation and reputation strategies that strengthen digital authority.

• Integrated SEO, GEO and communications planning.

  
  

The future of search isn't just about ranking. It's about building a trusted digital presence that earns recognition wherever people ask questions and seek recommendations.

The brands that invest in authority, credibility and consistency today will be best positioned tomorrow - as AI becomes an increasingly important way people discover who to trust, who to buy from and who to work with.

Speaking of who to work with - would you like to find out more about how These Guys I Know can add value to your brand? Reach out to chat or book a complimentary AI Discovery audit of your brand - hello@theseguysiknow.co.nz

Find out more about These Guys I Know's services in AI Search and Discoverability here https://www.theseguysiknow.co.nz/services/search-ai-visibility

Frequently Asked Questions

What is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is the practice of improving how AI platforms like ChatGPT, Gemini, Claude and Perplexity understand, trust and recommend your business. Rather than focusing only on search rankings, GEO helps build the authority, credibility and consistency that increase the likelihood of your brand being referenced in AI-generated answers.

What is the difference between SEO and GEO?

SEO focuses on improving visibility in traditional search engines like Google by optimising websites for keywords, technical performance and backlinks. GEO goes further by helping AI systems understand your expertise through trusted third-party mentions, clear messaging, structured content, authoritative citations and a consistent digital footprint. Businesses now need both SEO and GEO as search behaviour continues to evolve.

Does public relations (PR) improve AI search visibility?

Yes. High-quality PR and earned media play an increasingly important role in AI discoverability because they create independent, authoritative references about your business. AI systems place significant value on credible third-party sources when determining which organisations to recommend. PR is a key part of a successful GEO strategy, but it works best alongside strong content, messaging, technical optimisation and a well-structured website.

How can I make my business more visible in ChatGPT and other AI search tools?

Improving visibility in AI search requires more than publishing lots of content. Businesses should develop clear messaging, create genuinely helpful expert content, earn media coverage and industry citations, maintain consistent information across digital channels, strengthen their website structure and demonstrate real expertise over time. The stronger your digital authority, the more likely AI systems are to recognise and recommend your brand.

How does These Guys I Know help businesses improve AI discoverability?

These Guys I Know combines communications, PR, content strategy, messaging, SEO and Generative Engine Optimisation (GEO) to strengthen your brand's digital authority. We help organisations understand how AI currently sees their business, identify opportunities to improve visibility, and build the credibility and consistency needed to earn recommendations across AI-powered search platforms like ChatGPT, Gemini, Claude and Perplexity.