Generative Engine Optimization (GEO): Optimizing Your Reputation in the AI Era

It is no secret that people are increasingly using AI to research topics large and small – either alongside or instead of search engines. This increasing use of AI large language models (LLMs) requires new communications tools to answer five key questions: What are people asking LLMs about us? How is our company viewed? How do we stack up against peers? How can we improve our results? Ultimately, how is AI shaping the perception of our organization?

Optimizing communications programs for AI:

LLMs prioritize certain types of content, and knowing where to focus is now a critical part of any successful communications program. Unlike the Search Engine Optimization (SEO) efforts used for years, you can’t just hide or “suppress” negative content. Companies must audit their existing AI footprint – continually and carefully – to uncover and address the content that drives LLM output. We help clients address these narratives head on so LLMs can best process your company’s message – whether it’s your investment thesis or response to a negative development. And, because LLMs are increasingly used by journalists and investors, these efforts pay dividends across the board.

First impressions & overall perceptions are shaped by LLM output:

60% of Americans use AI to find information.
77% of journalists use AI tools for their work.
Investors use generative AI for insights into company policies, risk profiles, and economic trends.*

We provide actionable insights that get results:

We begin with an assessment, gaining actionable insights on how stakeholders interact with AI:

Most common prompts and questions about your organization and/or leadership;
Top cited sources used by AI models to populate answers;
Topics that appear most frequently in AI responses;
How major LLMs use your content to inform answers to relevant prompts and how to optimize that content; and
Your positioning on LLM platforms versus your peers.

Reevemark then customizes a communications program for each client’s strategies, goals, and target audiences, geared toward optimizing outputs from AI tools:

Use AI-friendly formats and schemas. We develop more AI-friendly materials by using language and syntax that improves retrieval, context preservation, and relevance in AI models.
Engage with sources favored by AI. LLMs often cite third-party sources that vary by client and industry. Cultivating the right sources is a valuable complement to your owned content on LLMs.
Modify relevant owned assets. We help to rework existing owned assets, including websites and social media channels, to ensure maximum positive inputs for LLMs.
Make sure your website is technically suited for AI. Speed is crucial for LLMs. Reevemark can advise on how to ensure your site is crawlable, fast-loading, and mobile friendly.
Traditional media relations still matters! Journalists rely on AI, and AI relies on third-party media sources. Engaging strategically with the right media outlets can go a long way to shape AI outputs. Some of these sources can be surprising, so knowing the right ones is key. A strategic communications partner that understands your media environment and has the tools to optimize your LLM positioning is essential.

Your reputation is too valuable to leave to chance. AI is developing at breakneck speed, and those who move quickly to control how they are perceived in an AI environment will be rewarded. If you’re ready to take control of your AI narrative, reach out to Partners@Reevemark.com — we’re here to help.

*Sources: AP and NORC Center for Public Affairs Research poll, a recent survey from Muck Rack and research published in the Chicago Booth Review.