Search engine optimisation (SEO) has always involved discovering what algorithms value and aligning content accordingly. However, generative engine optimisation (GEO) extends beyond ranking pages: large language models (LLMs) summarise and paraphrase content, and users increasingly treat AI answers as authoritative. Because generative engines rephrase and mix sources, mistakes and manipulation can scale rapidly. Marketers therefore […]
Generative search has fundamentally changed the way users find information. Instead of offering a list of links, AI search engines summarise content, answer questions and cite sources directly within the interface. As a result, traditional content habits — writing long, persuasion‑heavy articles that rank for keywords — no longer guarantee visibility. Training in‑house teams to […]
In the traditional search era, public relations (PR) and search‑engine optimisation (SEO) were adjacent disciplines: PR generated coverage and backlinks to drive awareness, while SEO optimised on‑site content and technical factors to capture traffic. Generative search changes this relationship. AI answers rely heavily on third‑party sources, so the lines between PR and SEO are collapsing. […]