Who needs Google anymore when ChatGPT has the answers?

Julia Ruff, Senior Consultant and Head of Digital Innovation & AI at ikp Vienna, discusses in the ikp Expert Talk how search behavior is changing due to AI tools and what role Generative Engine Optimization (GEO) will play in the future for PR, content, and visibility. 

Do you find that clients are explicitly asking for GEO optimization—or does the initiative still come from the agency?

Julia Ruff: AI tools like ChatGPT, Google Gemini, Perplexity, and others are (for now) here to stay. Many clients have now realized that this new wave of AI is not a passing trend. Of course, we mustn’t overlook the fact that Google still dominates with nearly 80% of all digital search queries worldwide. Nevertheless, with a share of 17% of search queries, ChatGPT is becoming an increasingly important alternative to classic Google Search—and the signs point to growth.

Users’ search behavior is changing; therefore, it’s also important for companies to consider how to design their content so that it’s found and read by AI and cited as a trustworthy source in the answers. We’re also noticing this in the increased inquiries from existing and new clients. A fitting quote from usability pioneer Jakob Nielsen: “Being ignored by AI is like being on page two of a Google SERP in the old days.”

How is GEO changing the way PR texts and press releases should be written?

Julia Ruff: PR texts must be much more structured, fact-based, and precisely worded—moving away from unnecessary marketing jargon toward numbers, data, and facts. AI systems prefer content that is clearly structured and understandable and, ideally, directly answers the user’s search intent. This means: fewer clichés, more substance. Content that sounds too sales-y, too generic, or—worse yet—too AI-generated, gets penalized. Of course, the goal isn’t to strip texts of all creativity and deliver only cold, hard facts—high-quality content remains the top priority. But for the target audience to even notice a creative headline or feel engaged by a pointed metaphor, content must first pass the test of the new gatekeeper: AI.

What types of content or formats are preferred by AI search engines?

Julia Ruff: AI language models prefer content that is structured and trustworthy and from which data can be easily extracted. This primarily includes:

• explanatory content (how-to guides, tips, checklists)
• FAQ sections
• Lists & bullet points
• Short, concise paragraphs
• Studies, white papers
• Data-driven content with clear sources
• Current, relevant, and well-contextualized topics

The authority of the source is also important: this is based on the E-E-A-T principle (Experience, Expertise, Authority, Trust), which Google uses to evaluate content. Companies should therefore strive to become thought leaders in topics relevant to them. Those who consistently publish content on clearly defined topics strengthen their expert status and, at the same time, increase the likelihood of being included in AI-generated answers. 

What is the most common mistake PR agencies make with GEO?

Julia Ruff: A common mistake is to view GEO as a short-term trend or to think of it in isolation. Many underestimate that high-quality content remains the foundation and that the goal is not to turn content into graveyards of facts and figures. Anyone who tries to “optimize” content purely for AI without delivering real added value will not be successful in the long run. It is equally wrong to think of SEO and PR as separate silos—yet both disciplines are increasingly converging in the context of GEO. Successful content today must simultaneously serve as a PR story and be search engine- and AI-friendly. 

Will GEO eventually replace SEO, or will both disciplines coexist?

Julia Ruff: The key point is: GEO is not a replacement for SEO, but rather an evolution of it. Even as GEO develops rapidly, SEO remains a central foundation and will not disappear—SEO is the basis for visibility, including for AI. After all, AI responses don’t come out of nowhere—they’re based on content available on the web. Good SEO ensures that content is better indexed, easier to find, and thus more frequently considered by AI systems. A top ranking in search results therefore remains relevant—but now it’s also about being mentioned, cited, or recommended in AI-generated answers.

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Titelbild (c)ikp