LinkedIn is targeting media outlets with AI search in mind

Once upon a time, PR pros targeted and sought media placements with only the publishers’ end users in mind. About 20 years ago, SEO entered the picture and backlinks and site credibility became an important aspect as well. 

Now, as AI search, known alternately as generative engine optimization (GEO), answer engine optimization (AEO) or just AI SEO, takes the world by storm, which outlet you choose to carry your message could have a major impact on how LLMs present information about your organization, clients and professional brand.  

For Catherine Fisher, vice president of global consumer communications at LinkedIn, AI has become one of many factors her team considers when securing earned media placements.

“It’s not that we’re only going to be working with outlets that have high level of visibility, because there’s still a role for media that is potentially not crawled by AI,” she told PR Daily. “But it is a really strategic part of our media mix.” 

Here’s an example of how LinkedIn went about placing a story with GEO at the forefront of their pitching strategy. 

Look for outlets with AI partnerships 

AI search operates in a way that’s fundamentally different from traditional SEO. With search engine optimization, users were directed to a list of websites where they could find the answer to their questions. From there, they’d also view ads or marketing messages, thus creating a symbiotic, albeit often rocky, relationship between the search engine, the publisher and advertisers. 

When searching on AI, however, users are given in-depth answers directly in front of them, no click required. Yes, there’s usually a list of sources and links, but one survey says that AI search reduces clickthrough rate on top search keywords by more than a third. Thus, publishers need to find new ways to be compensated that don’t require site visitors. For many, that means throwing open their paywalls to LLMs in return for cold hard cash. 

A number of major news outlets have signed agreements with various AI tools. OpenAI is by far the biggest player in this space, signing deals with People Inc., Axel Springer, News Corp, The Financial Times, VoxMedia and Hearst.  

It’s that last item that caught the eye of Fisher’s team at LinkedIn when they were looking for earned media for their Top Colleges list. They knew this content was the type of thing that Town & Country, a Hearst publication, covered. But they did a double take when they realized the OpenAI connection.  

“It just became even more interesting because now, yes, it’s in their in their outlet, but also when you go in to ask these questions (on ChatGPT), it’s going to get surfaced and have much more information available to our members who are looking for what those top colleges are,” Fisher said.  

Fisher stressed that GEO wasn’t the only reason they chose to work with Town & Country. They knew this was a story that performed well for Town & Country and that its audience trusted the outlet to reliably deliver that information.  

“What I’m not saying is abandon all of your audience-reaching tactics and strategies,” Fisher said. “But what I am saying is that we’re at the moment where it is a very strategic play to add this into your media mix.” 

Fisher couldn’t share specific data about how the story performed, but anecdotally, she said the content appeared in AI tests — and quickly. 

“I think one of the interesting things about these AI tools is that the content shows up so quickly, so there’s no longer a lag with (GEO). It happens right away,” Fisher said. 

If you’re considering testing out GEO as part of your earned media strategy, here’s what Fisher recommends: 

• Start testing by reverse engineering searches. Ask yourself what kinds of questions your target audience asks, then see what kinds of media turns up in those searches. See what partnerships they have with LLMs. Start your search there. 

• Traditional media relations skills are still needed. The earned media hit with Town & Country worked because the story was a fit for the outlet’s audience and the list was the kind of content the publication already covered. LinkedIn offered an enticing pitch that was tailor-made for the publication. After all, your GEO strategy doesn’t work if the outlet doesn’t take the bait. 

• Monitor closely. This isn’t something you can set and forget for six months, Fisher warned. With the fast rate of change, you need to be constantly learning and tinkering. 

• Keep in mind your overall media mix. GEO is just one part of a healthy strategy. You still need social media, you still need niche media hits, you still need audience-focused work. But now, it’s one more item to add to the brew. 

“It’s part of the bigger picture of how we look at communications,” Fisher said. 

Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.