How to GEO a Press Release

Are you struggling to get your press releases seen in the age of AI search? With buyers increasingly using tools like ChatGPT and Perplexity for their research, traditional PR strategies need an update. Tune into this episode of FiredUp! to discover how Generative Engine Optimization (GEO) is reshaping the press release landscape and what you must do to ensure your news gets discovered. This week, episode 99 of the FiredUp! podcast is about how to GEO a press release!

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In this episode of the FiredUp! podcast, the Firebrand team shares the implications of geo for press releases and actionable steps you can take right now to best utilize press releases as the search landscape changes.

Shane, Morgan, and Chris discuss:

GEO vs. SEO: While SEO focuses on ranking in traditional search results with keywords and backlinks, GEO optimizes for AI-powered engine results, prioritizing authoritative information for AI models.
Ranch-Style Content for LLMs: Move beyond the “skyscraper” model of long, all-encompassing content. Break down your longer-form content into smaller, modular “ranch houses” that LLMs can more easily digest, source, and feature in their results.
Press Release Structure for GEO: To increase visibility in AI search, structure your press releases with clear signposting, include bullet points summarizing news directly after the headline, and express one idea per paragraph.
Distribute on Your Website First: Wire services may no longer be the primary channel for AI search discoverability. Ensure your press release is prominently displayed on your own website, as LLMs frequently check company websites and LinkedIn profiles.
E-E-A-T Principles Apply: Experience, Expertise, Authority, and Trust remain foundational for SEO and are equally critical for GEO. Demonstrate user experience, author knowledge, website reputation, and content accuracy to improve ranking.
Use Multimodal Formats: Including images with alt text, tables, and audio within your press release provides more signals for LLMs, increasing the likelihood of your content being highly weighted and featured.

How will you adapt your PR strategy to the AI era? Start by evaluating your current press release format and distribution methods against these GEO best practices.