SEO alone won’t cut it – PR is the key to AI search visibility

Searching behaviours are changing faster than ever before. We used to factor that people would just go to Google and search. This meant we could use SEO to rank on the first page or simply pay for advertising. However today, AI-powered search results are increasingly giving people their answer without the need to ever click a website link.

AI-powered searches from Google’s AI Overviews to ChatGPT are changing the rules. And for many organisations this is opening doors that were previously shut by Google’s ranking algorithm and ad-heavy results page.

This shift means a strong SEO strategy is no longer about keywords and backlinks alone. It’s about trust, authority, and visibility. And that’s where PR becomes a powerful ally.

The Rise of RAG and Real-Time Content

A new concept dominating AI search is Retrieval-Augmented Generation (RAG). In simple terms, RAG allows AI tools to combine their pre-trained knowledge with real-time retrieval from trusted internet sources.

That means that even if your website content wasn’t published when the AI model was trained, it can still be pulled in real time.

Unlike SEO, AI isn’t just looking for keywords, it’s prioritising sources it deems trustworthy. Structured, credible, and cited information is far more likely to be surfaced in answers.

For businesses, the old SEO playbook of keyword stuffing or chasing backlinks won’t work. You need fresh, authoritative, human-created content that AI recognises as valuable.

Why PR matters more than ever for SEO

We’ll still call it “SEO” for now, but it’s quickly becoming an outdated term. The tricks that once worked are becoming less relevant.

PR is no longer just about media coverage. It’s about building trust signals in the eyes of both people and algorithms.

Search engines and AI tools prioritise content and sources that are:

• Authoritative (trusted by reputable publications)
• Relevant (aligned with trending topics)
• Frequently cited (linked or referenced across the web)

A PR agency understands how to secure the type of coverage that feeds these signals, boosting rankings, increasing AI citations, and keeping your brand visible even when traditional clicks decline.

5 ways a PR agency helps your brand rank higher in AI-driven search

1. Earn high-authority content through mentions

Backlinks still matter, but in an AI-first world, mentions are often just as powerful.

Having media placements with mentions in trusted outlets like NewsCorp, The Guardian, or Are Media creates a strong trust signal to AI, much more than traditional SEO with a backlink could do.

These mentions act like ‘votes of confidence,’ strengthening the associations AI models make between your brand and specific expertise, making you more relevant to questions asked of AI tools.

2. Generate fresh and newsworthy content

AI search thrives on timely, expert-driven content. A PR agency knows how to craft compelling stories, thought-leadership articles, and press releases that not only grab media attention but also feed search algorithms with fresh, high-value material.

However, it’s important not to create content that you think could just be generated by AI. You need to create content that requires true human thought.

3. Position your brand as a verified source

When AI tools pull answers, they prioritise credible sources. Consistent PR coverage establishes your brand as a trusted authority making it more likely your insights will be surfaced in featured snippets, knowledge panels, and AI responses.

This is a key part of RAG, where AI tools perform real-time retrieval from trusted internet sources to complement their trained data to find the best results for the user.

4. Support structured data & discoverability

A good PR strategy ensures your website content is search-ready with clear messaging, structured information, and quotable assets (think expert Q&As, statistics, and data tables). These elements make your site more AI-readable and more likely to be cited.

5. Drive long-term brand visibility

Unlike ads that disappear when budgets dry up, earned media builds lasting digital equity. Every article, interview, or podcast appearance continues to strengthen your brand’s online footprint over time.

In a world where trust becomes currency, PR becomes the mint

AI has made finding information easier but trusting it harder. With so much synthetic content flooding feeds, audiences are more sceptical than ever. In this environment, PR acts as the safeguard by delivering credible stories, expert voices, and coverage in earned, trusted sources that generate natural trust.

This credibility is what both people and algorithms recognise, making your brand the one worth listening to.

PR Is the SEO Multiplier

As search engines evolve toward zero-click results, businesses can’t rely on traditional digital marketing alone. A PR agency blends media strategy with SEO, ensuring your brand isn’t just present online, it’s trusted, quoted, and surfaced by AI.

Your website isn’t dead. It’s simply becoming a conversion hub and verification point. AI tools are rapidly becoming a major driver of website traffic, shifting how people arrive at your brand compared to traditional search.

PR will ensure your website remains a destination worth visiting, whether customers arrive through a search click, an AI citation, or a journalist’s mention.

In an AI-first search world, PR isn’t a “nice-to-have.” It’s a SEO multiplier. If you want your brand to rank in the next era of search, partnering with a PR agency is no longer optional - it’s essential.