How to Make Sure Your Online Newsroom is AI-Optimised (and why GEO may Soon Become Your new Favourite Acronym)

Search is changing. Long-established search engines, like Google and Bing, crawl the internet and supply links to relevant sites.  Generative AI services, such as ChatGPT and Gemini, use Large Language Models (LLMs) to generate human-like responses to user queries.

GEO is Generative Engine Optimisation. It may well become your new favourite acronym. Unlike SEO, GEO makes sure the content on your site is suited to being scanned by LLMs and used as a source of text for their AI-generated responses.

Why is this important? Well, Gartner is predicting that organic search traffic will decrease by over 50% as consumers embrace AI-powered search.

Additionally, Gartner expects that 79% of consumers will be using AI-enhanced search within the next year.

According to Alan Antin, Vice President Analyst at Gartner: “Generative AI (GenAI) solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional search engines.”

The search landscape is obviously changing at lightning speed. So, that’s why we’ve put together a list of five ways to improve the GEO of your online newsroom and help you adapt to the shift.

1 – Create ‘query-based’ content. All content – including blogs and press releases – must be written concisely to address potential questions from your target audiences. In journalism, you’re taught to ask the five Ws – who, what, when, where and why (plus how). Your content should include answers to some (or all) of these prompts. FAQs about your company are also a good way to reinforce messaging and a consistent brand narrative.

2 – AI search looks for – and rewards – authority, relevance and trust. Use quotes from C-Suite executives, thought leaders, influencers and experts to add weight and expertise to your content. Reputable sources for all data, statistics and information should be added. Use language that reflects your industry and ‘talks’ to your target audiences.

3 – Go long-form. Higher user engagement time and lower bounce rates signal to AI search that a site has greater trust and a stronger bond with its audiences. Consider longer blogs about products and company initiatives that feature AI-ready snippets. Think about high-quality, evergreen content that is regularly updated with fresh data and quotes.

4 – Distribute your content. The more the media picks up and covers your stories, the more your messaging will be reflected in LLM responses, and your industry expertise reinforced.  Advanced online newsroom platforms – such as ContentBase from TheNewsMarket – remain the most trusted places for journalists to gain verified information and rights-free media assets for their stories.

AI search thrives on authority and relevance. Having an online newsroom can help build both as brands can get more backlinks and visibility for LLM search with media mentions.

Independent hubs of brand stories and assets – such as thenewsmarket.com – will also help you gain coverage around the world.

5 – Finally, put your brand to the test. Try out a number of generative AI platforms and ask various key questions. If the responses are not to your liking, or if the information provided is out of date, then it’s worth creating new – AI-optimised – evergreen content that reflects your brand’s values and narrative.