The SEO world is changing rapidly. With the rise of Google Gemini we're going to go from 1-click content unto 0-click content. That means: less website visits, less influence of keywords and more dependence on how A.I assesses your brand. The big question: how do you stay visible then?
The answer lies in earned media, or pr. In this article, I explain how you can use PR to control Google Gemini, what the role of E-E-A-T is, and give a concrete step-by-step plan for getting started.
PR is no longer a nice-to-have, but a necessity in the AI era
Google Gemini is Google's AI functionality that gives users real-time answers to their questions. Gemini reads hundreds of billions of web pages, chooses the most reliable information, and presents it without users having to click.
“In less than half a second, our systems sort through hundreds of billions of web pages to try and find the most relevant and reliable results available.” — Google
Result: the battle for visibility is moving from click optimization to content authority.
What will change in the shift from SEO to GEO?
SEO (Search Engine Optimization) focuses on classic search engines such as Google Search. But with the rise of AI systems like Gemini, a new discipline is emerging: GEO — Generative Engine Optimization.
How does Gemini choose which sources are reliable?
Google uses it E-E-A-T model (Experience, Expertise, Authoritativeness, Trustworthiness) to determine what content is credible enough to include. In short:
Experience: Do you have proven practical experience?
Expertise: Are you a content authority?
Authoritativeness: Are you recognised by others in your field?
Trustworthiness: Are you a transparent, trustworthy source?
Content that complies with this has a chance to be included in Gemini results. Everything outside of it is falling off.
Why is PR essential for GEO?
Good PR contributes directly to all the E-E-A-T pillars. Think about:
Expert interviews in professional media → reinforced Expertise
Guest blogs and white papers on trusted platforms → builds Authoritativeness
Third-party citations and clear citation → increases Trustworthiness
In other words: PR is no longer a nice-to-have, but a necessity in the AI era.
Here's how to send Google Gemini with PR:
1. Position your brand as an expert
Make sure you share knowledge. Publish blogs, send press releases, opinion pieces, or pitch your organizations for interviews and events. Use formats that AI can easily process: question and answer, summaries and clear context.
2. Get cited by trustworthy platforms
AI looks at the source. So appear in relevant professional media or high-scoring websites (authority + news). Niche is often better than mass media.
3. Embed your practical experience
Collect customer cases, results, statistics, and examples. No vague promises, but verifiable impact. The more concrete, the better.
4. Optimize content for AI
Use structured data, good headlines, and clear source references. Let AI also thoroughly read your expertise from a technical point of view.
5. Monitor and adjust
Check regularly how Google gemini calls your brand. There are several here platforms for.
The AI revolution does not mean the end of SEO — but it does mean the beginning of a new playing field: GEO. And in that playing field, PR is the key to visibility.
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