Why Your Strategy Needs an AI Update, Pronto! Bonus: 4 Essential Steps to Get You Started
- Kimberly Wallace-Scalcione
- Aug 13
- 3 min read
Updated: Aug 14
Be honest, what was your reaction when you first Googled something and saw that big, AI-generated block of text answering your question before you ever saw a single clickable link?
At first, we were like “WTF?!”
But now, people are loving it. It’s short, concise, and actually answers your query.
That’s Google’s new AI Overview at work — and it's completely reshaping how businesses need to think about visibility.
Wait, What Is GEO?
Let's be real here: the way people search online is changing rapidly.
Traditional SEO was about keywords, backlinks, and making sure your website ranked high in Google’s blue links. But now, AI-driven tools like Google’s Search Generative Experience (SGE) and ChatGPT are serving up direct answers, often bypassing the need for users to click on individual websites.
That means if your content isn’t being pulled by AI tools and presented as the answer — you're invisible, even if your site is technically "ranking."
This is where Generative Engine Optimization (GEO) comes in: it’s the art in mARkeTing that involves optimizing your content so it’s not just crawlable by bots — but usable by AI models.
Why This Matters for PR and Marketing
As a public relations and digital marketing specialist, I can’t deny this as a total game-changer.
Think about it: when your next customer searches for the "best women-owned PR firms in New Jersey" or “how to get press coverage for a small business,” you want your business to show up in the answer — not buried behind 10 links they’ll never click.
The future of search is about being the answer, not just an option.
How to Optimize for Generative AI (Beginner Tips)
Don’t worry — you don’t need to overhaul everything overnight. However, the key is to get started now. How? By thinking differently about content. Here's are 4 steps you can take today:
1. Use Clear, Structured Language
Write your web and blog content in a way that’s direct, well-organized, and easy for AI to interpret. Use headers (like this!), bullets, and short, skimmable paragraphs.
2. Answer Questions Directly
Think FAQ-style: what would your ideal client ask an AI assistant? Start building content that answers those questions clearly and confidently.
Example: Instead of writing "How We Help," write a blog post titled: 👉 “How to Get Local Media Coverage for Your Small Business in 2025”
3. Incorporate Structured Data (Schema Markup)
Structured data is code that helps search engines and AI tools understand what your content is about. It’s how you tell Google, “Hey, this is a service,” or “This is an event.” You don’t need to be a developer — tools like Schema Markup Generator or plugins like Yoast SEO can help you get started.
PRO TIP: Start with simple schema like “Article”, “FAQ”, or “Local Business”.
4. Position Yourself as a Trusted Expert
AI tools prioritize credible sources. That means PR and thought leadership matter more than ever. Guest posts, press coverage, podcast interviews — these all reinforce your authority and increase the chances that AI pulls your voice into the conversation.
Final Thoughts: SEO Isn’t Dead. It’s Evolving. It's Time To Get On Board Or Be Left Behind.
If your 2023 SEO playbook is still running the show, it’s time to pivot.
In today’s world, visibility means showing up in the AI-generated answers — not just ranking in search. That’s where GEO comes in, and that’s where we come in.
At Critical Communications, we help businesses, brands, and public figures optimize for today’s search reality — through smart PR, strategic content, and yes, future-focused SEO.
Want to future-proof your content strategy?
Book a strategy session with us and learn how to optimize your digital presence for AI search — so you’re not just found… you’re featured.
📩 Email us today for a free consultation.
📢 Follow us on LinkedIn for more visibility tips.
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