AI SEO: An audience-first approach to showing up in AI results

In a pre-AI world, SEO and public relations were overlapping but ultimately separate disciplines

But now, AI overviews have distorted the roles of each function and communicators need to adapt to form relevant, creative and meaningful content that resonates with readers, drives results and marries both search and awareness.

“The silo and breakup of these (two areas) isn’t relevant anymore,” Jordan Leschinsky, head of strategy at communications agency Codeword, said. “SEO is now part of a bigger picture as opposed to the one thing you need for search.”

SEO should already be a staple in the back pocket of comms teams. But as SEO evolves into generative engine optimization, strategies should be foundationally built into the framework of each digital creator, marketer or PR strategist with a consideration for how AI shapes the content.

With AI integration, SEO has shifted toward an audience-first approach as opposed to search engine-first, Leschinsky said.

“Content is closer to the traditional SEO, as far as your own spaces, so is it optimized? Is it clear? Is it helpful? Is it relevant?” Leschinsky said. “It’s not about keywords or hacking the system or making sure your headline is a certain amount of characters. It has to be relevant to the ways people are using search.”

AI makes search more detailed and specific, she said. So there’s a lot more personalization that goes into how content is reached.

“It’s helpful if your content is aimed at the different, unique and interesting audiences that your brand provides for,” Leschinsky said.

As an example, Leschinsky said, running shoes aren’t just running shoes in the context of AI-generated search, or GEO. Maybe the target is someone who is new to running and also lives in Seattle, a rainy region, and wants to eventually run a marathon.

Suddenly, there’s so much more personalization that can go into that content and target the right person with the help of an AI overview.

The AI visibility triangle

To formulate a relevant game plan, Codeword developed a triangular relation of content, communications and community that needs to align with AI strategies, or in simpler terms: the AI visibility triangle.

The framework is broken down into:

• Content: Traditional SEO strategies with keywords, optimized headlines and visible content.
• Communications: What are others saying? Does this messaging align with your brand? Are others saying the same thing?
• Community: What’s the most important issue for the audience? Does it resonate? Does it have an impact?

The model was created at Codeword through testing, surveys and questioning of SEO professionals working with AI technology daily.

“This seems to change at a daily pace,” Leschinsky said. “But it’s an easy, memorable way to bucket the different spaces that (comms teams) need to focus on if AI search is important.”

There’s a true back-to-basics approach when it comes to targeting the right audience at the right time with content.

“Is what you’re saying showing up in the community around you? Is it believable?” Leschinsky said. “What are you doing that’s interesting and unique?”

GEO is no longer a game of keywords alone but pointed phrases and words that match a unique audience that AI picks up and builds on.

“Audiences are smart. There’s only so much you can control outside of your own space,” Leschinsky said. “But there is action you can take in brand visibility…If you’re trying to take advantage of a certain group or community, there are things you can actively engage in to have more of an impact.”

Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.