Making Sense of GEO (Generative Engine Optimisation): What We’re Learning and Why It Matters
Everyone’s talking about GEO right now. Or AI search. Or generative search. Or whatever label the industry’s running with this week. And while there’s no shortage of noise, hype, and hot takes, at The PR Network, we’re taking a more grounded approach.
Yes, the potential of GEO is huge - but so is the confusion around it. From products promising the earth to platforms reshuffling their algorithms in real time, it’s fair to say there are still a lot of smoke and mirrors.
We’re currently trialling a range of tools and services to explore what’s real, what’s useful, and - most importantly - what will help us deliver better results for our clients. As a flexible, virtual network of senior experts, we’re in a strong position to adapt quickly - but we also know that clarity and consistency matter.
So while we continue that testing and exploration, we’re also making sure our internal team and our client community stay up to speed. A few weks ago, we rolled out an introductory training session for our Client Collective, hosted by our brilliant digital comms partner Paul Sutton. The aim? To demystify GEO. Cut through the complexity. And start building a shared understanding of what matters in this new search landscape.
Here’s what we covered:
Why GEO matters now — and how it’s different from traditional Google search
What LLMs (large language models) are really doing when they “search”
The role of earned, owned and shared content in a GEO-first world
Paul also unpacked how AI-led search is changing the rules on visibility - and why authority, clarity and usefulness matter more than ever when it comes to content strategy.
This is just the beginning of the journey, and we’re not pretending to have all the answers yet. But as with any shift in how people search, think, and decide - we believe the comms function has a crucial role to play.
Because in a GEO-driven world, trust, relevance and clarity still win. You just need to know how to show up in the right way.
Want to know more? Drop us an email - or stay tuned as we share more on how we’re approaching GEO for global, multi-market clients in the months ahead.
