The Importance of Earned Media in the Era of ChatGPT and GEO Searches

That’s a bold title and one that very few people would have predicted, but here we are.

The last year has seen a shift from SEO (Search Engine Optimization), or searches on engines like Google, Bing, etc., to GEO (Generative Engine Optimization). This refers to searches using AI engines like ChatGPT, and Claude, among others.

77% of ChatGPT users in the US now use it as a search engine

More people are replacing Google searches with ChatGPT queries.

In fact, a new Adobe survey found that 77% of ChatGPT users in the US now use it as a search engine. Nearly a quarter of those choose ChatGPT over Google as their first search choice.

This implies that the significance of SEO is decreasing. Brands can no longer rely solely on website optimization to achieve top search result rankings and attract traffic. Even when consumers or potential clients use Google for searches, many depend on the information that shows up in the AI summary at the top of the results page. This has had a disasterous impact on clicks, with the domains that rank highest on Google experiencing a reduction of up to 79% in their clickthrough rates.

How GEO Works

According to multiple reports, generative engines tend to rely heavily on earned media for their responses. A Hard Numbers report published in December 2024 noted that 61% of AI-generated brand content originates from editorial sources. This rises to 72% for brand value queries. Meanwhile, a recent Muck Rack study found that more than 95% of sources cited in AI-generated responses are unpaid, with editorial media accounting for 27% of all citations. Furthermore, the editorial content cited tended to be recent (written within the last year).

From: https://generativepulse.ai/report/

Earned Media to the Rescue

But it’s not just business leaders who can persuade potential clients. Employees are equally So, simply put, if you want your brand to show up in AI responses, you need to ensure that you are regularly mentioned in online earned media. This includes both traditional media sources such as CBC, Globe and Mail, New York Times, etc. and forums such as Reddit.

And while AI engines will inspect most online sources, what is written about you in those sources will influence what shows up in the ChatGPT response.  

This in turn, means PR practitioners need to be intentional about the types of pitches they are sending to media. If you want your brand to show up in search results focused on trust, ensure your brand is showing up in industry blogs that talk about your brand’s reputation, performance, etc. If you want to appeal to clients researching brand purpose, make sure you’re specifically pitching stories that highlight your CSR efforts and social impact.

These are exciting times for earned media professionals. Those who embrace the change will lead the pack.

If you want to learn how to leverage earned media to increase your GEO visability, reach out to us at info@amplifyonline.ca.