Digital PR for AI Search, SEO and GEO

What is digital PR?

Digital PR is the practice of securing coverage and links from authoritative websites through data-led stories, expert comment and creative campaigns, rather than through advertising or link-building shortcuts. It is judged on the quality of the sites that cover you and the authority those links pass, not just the volume of coverage.

Because it is delivered by journalists, the stories are built to be genuinely publishable, which is what separates coverage that ranks from coverage that just exists.

What is GEO (Generative Engine Optimisation)?

GEO is the practice of making a brand more likely to be cited or summarised by AI tools such as ChatGPT, Google's AI Overviews and Perplexity when they answer a user's question. Those systems draw heavily on authoritative, well-linked coverage rather than a brand's own website copy.

Digital PR is therefore one of the most direct ways to influence GEO: the same high-authority coverage that lifts traditional rankings is what gets pulled into AI-generated answers.

Data-led campaigns and expert comment

Our strongest digital PR campaigns start with a genuine data story, whether that is original research, an analysis of existing datasets, or a survey commissioned to answer a question journalists want answered. Alongside campaigns we run always-on expert comment, putting named spokespeople in front of journalists writing about the sector right now.

Both routes are built by former national journalists who know which stories a busy reporter will actually run, and which will be ignored.

Coverage that ranks, not just coverage that exists

The aim is not a large volume of low-value links. We target publishers with genuine authority in your category, because those are the links that move rankings, and the coverage that AI systems are most likely to draw on.

Results-backed retainers

Every digital PR programme is scoped against agreed outcomes, such as a target number of authoritative links, a lift in organic visibility or an improvement in AI answer citations. We guarantee those results rather than reporting a list of activity.

That guarantee shapes how we plan a retainer from the start. Instead of committing to a fixed volume of press releases each month, we commit to the outcome and choose whichever mix of data campaigns and expert comment is most likely to deliver it in your sector.

Why authority matters more than volume

Search engines and AI systems alike weigh the authority of a linking or citing site heavily, so ten links from titles your customers already trust will outperform a hundred links from low-quality sites every time. We turn away outreach opportunities that would pad a report but do nothing for rankings or AI visibility.

This is also where the newsroom background matters. Knowing which publishers carry genuine authority in a category, and which journalists at those titles actually cover your sector, comes from having worked inside those newsrooms rather than from a media database.

Who it is for

Digital PR suits any brand competing for organic visibility, whether the goal is traditional search rankings, referral traffic from major publishers, or presence in AI-generated answers. It particularly suits brands whose organic growth has stalled because their authority profile is thin, even where the on-site SEO work is already strong.

• Brands that need authoritative links to support an SEO strategy
• Businesses that want to be cited in AI search and chatbot answers
• Companies with data or research they can turn into a story
• Brands wanting always-on expert commentary in their category
• Marketing teams working to guaranteed, measurable outcomes

How the work runs

1. 01AuditWe review your current authority profile, organic visibility and where competitors are winning links that you are not.
2. 02Campaign developmentWe build data-led story ideas or an always-on comment programme suited to your sector, tested against what publishers in that space actually run.
3. 03OutreachWe pitch to journalists at publishers with genuine authority, not a mass blast list, using direct relationships built over years in national and trade newsrooms.
4. 04Link and citation trackingWe track the links earned, the authority they pass, and monitor whether coverage is being picked up in AI-generated answers.
5. 05Reporting against outcomesWe report against the specific targets agreed at the outset, and guarantee the result, adjusting the campaign mix where something underperforms.