AI Search Engines Mimic Journalists, Transforming SEO into PR

by Gerrie Spaansen

In addition to ChatGPT, new players like Perplexity.ai are emerging, while tech giants such as Google and Microsoft are rapidly advancing their AI capabilities. Google introduced AI Overview at its I/O conference in May 2024, a feature designed to incorporate generative AI into search results. Microsoft has introduced Copilot, an AI-powered conversational search function.

These tools mark a significant shift towards providing users with more nuanced, contextually relevant answers rather than simple keyword-based results. This shift suggests that search engines are evolving to behave more like journalists—curating, summarizing, and prioritizing information based on relevance and expertise.

Trust, authority and genuine value

As AI-powered search engines become more sophisticated, the boundaries between SEO and PR begin to blur. Traditional SEO, often focused on optimizing for specific keywords and technical elements, is giving way to an approach that closely mirrors PR, where trust, authority, and the delivery of genuine value are paramount. This evolution can be seen in several ways:

1. Focus on quality and relevance over tactical optimization
   Unlike traditional SEO, which often involved gaming the system with keyword stuffing and backlinks, AI-driven search prioritizes quality and relevance. AI search engines reward content that offers substantial, meaningful information, aligning with PR’s goal of building trust and delivering value.
2. Emphasis on expertise and trustworthiness
   AI algorithms increasingly prioritize content that demonstrates expertise, authoritativeness, and trustworthiness—principles that are fundamental to PR. To succeed in this new search landscape, companies need to build credibility and ensure their content is viewed as reliable and trustworthy, much like in PR communications.
3. Content creation with user value at its core
   In PR, the focus is on providing value and fostering engagement. Similarly, AI search engines are more likely to elevate content that genuinely addresses user needs, encourages engagement, and avoids superficial tactics. This means creating in-depth, expert-led content that resonates with audiences, rather than simply aiming to increase traffic through keyword-rich but shallow content.
4. Long-term strategy over short-term gains
   While SEO once focused on rapid wins through technical optimizations, AI-driven search demands a more sustainable, value-based approach. This aligns closely with PR’s long-term strategy of building and maintaining a positive reputation, making consistent brand image and authoritative content essential for visibility.
5. Direct interaction and engagement with the audience
   Much like a PR approach, AI search engines now simulate a conversational experience, as seen with Copilot and Google’s generative AI features. This development mirrors PR tactics, where the emphasis is on establishing a dialogue with the audience and addressing specific queries. Instead of passively waiting to be found through traditional searches, brands now have the opportunity to actively engage with users by providing immediate, contextually rich answers.

Challenges and considerations

However, this transition comes with challenges. For instance, Google’s AI Overview has faced criticisms over inaccuracies and unpredictable responses, highlighting the need for a cautious and critical approach when optimizing for these emerging search technologies.

SEO with a PR mindset

The advent of AI search engines brings both challenges and unprecedented opportunities. Companies that promptly adapt by prioritizing in-depth, expert-led content are more likely to succeed in this new environment. In a landscape where AI functions almost like a “journalist,” curating and prioritizing content based on quality and relevance, the emphasis will increasingly be on providing tangible value to users rather than on mere technical optimization.