AI Search Visibility—Here’s what you need to know.
Connecting the dots between PR, SEO, GEO, and Content creation
The New Landscape of Search
The way people find information online is changing, fast. Remember opening ten tabs to compare trail running shoes? While that still happens, more and more people are getting answers directly from AI – either through summaries popping up in Google search results (like AI Overviews) or by asking questions directly to chatbots like ChatGPT [1, 3].
This isn't some future trend; it's happening now. Consider that ChatGPT reportedly hit 400 million weekly users early this year [1], and studies show a significant chunk of Google searches end right on the results page because the answer is already there (A.K.A. “Zero-Click Searches”) [2]. For outdoor brands, where getting discovered through search is often crucial for business, this shift demands attention. It means we need to think about how potential customers find you not just through traditional search clicks, but within these new AI-generated responses. This evolving field is often called Generative Engine Optimization (GEO) – essentially, optimizing your brand's presence to show up favorably in AI results.
How AI is Changing the Game (and What GEO Means for You)
Think of it this way—the customer journey getting shorter. Instead of clicking through multiple sites, someone might ask ChatGPT, "What's the best waterproof hiking boot under $200 with good ankle support?" and get a synthesized answer right away. Additionally, Google's AI Overviews and Sponsored Product sections now tend to take up significant screen space, pushing traditional blue links down.
Google’s response to our query “What's the best waterproof hiking boot under $200 with good ankle support?”
ChatGPT 4.5’s response to the same query.
Having more product research tool options is great for consumers—but the catch is that you, the brand, need to show up in all of them. The encouraging news? The hard work you've already put into building your brand's digital footprint is now more important than ever. Traditionally effective strategies for public relations and digital marketing such as earned media campaigns, user generated content integration, and good ol’ technical SEO all build the signals that these AI systems look for [5]. GEO isn't about throwing out the playbook; it's about enhancing these existing efforts with an understanding of how AI works.
It also means your core Brand Strategy & Positioning needs to be crystal clear. We cannot overstate enough how important consistent messaging is for GEO. AI needs to easily understand who you are, what you offer, and why you're a credible choice for specific needs (like "durable climbing ropes" or "lightweight tents").
Why Your Foundation is Still Critical—How it Powers GEO
Let's be clear: foundational SEO and high-quality content are not dead. In fact, they're arguably more critical in the age of AI search. Here’s why:
AI Needs Source Material: AI models learn from the vast amount of information online. High-quality, informative content on your site, positive earned media from PR efforts, expert reviews, and user-generated content (UGC) gathered through influencer or community programs provide the raw material AI uses to formulate answers.
Trust Signals Matter (E-E-A-T): AI systems are designed to prioritize information from sources demonstrating Expertise, Authoritativeness, and Trustworthiness (often referred to by the E-E-A-T concept). Your established SEO authority, the credibility built through consistent PR placements in respected outdoor media, and well-regarded product information all contribute to these trust signals [3, 4].
Fewer Spots at the Top: Unlike pages of search results, AI answers often provide a limited number of recommendations. This makes having strong foundational signals even more important to increase your chances of being included.
Now, does a #1 Google ranking guarantee you'll be featured in every related AI Overview? Not necessarily. The algorithms are different. But strong SEO and a wealth of positive, authoritative content and mentions significantly increase the probability that AI systems will see your brand as a reliable source worth including. It's about having a consistent and solid overall presence, which is exactly what an integrated approach aims for—worrying less about a single ranking and more about the broad authority of your brand.
Integrating GEO: How Verde Evolves Your Existing Strategies
This is where Verde comes in. We're not building a separate "GEO department." Instead, we're weaving GEO considerations into the integrated services we already provide, ensuring your brand is prepared for the intersection of AI and:
PR & Media Relations:
Our focus continues on landing impactful earned media, but we're also emphasizing placements in publications AI systems recognize as authoritative and ensuring the content generated answers likely user questions.
Content Marketing:
We're adapting content strategies to be even more direct in answering specific user queries (think detailed FAQs, clear comparisons, how-to guides) and using structured data so AI can easily understand the key information within your articles and product pages.
Technical SEO:
Foundational SEO remains vital (site speed, mobile-friendliness). We're enhancing this with advanced schema markup techniques – essentially labeling your content clearly so AI understands context (e.g., this is a product review, this is a technical specification) [3].
Digital Marketing:
Insights from Paid Media campaigns can reveal high-intent queries that should be targeted with organic content optimized for GEO. We ensure your eCommerce product pages have clear, structured information AI can easily pull.
Social Media & Influencer/UGC Programs:
These efforts continue to build vital social proof and authentic conversations. Positive mentions and engagement contribute to the overall perception of your brand's authority, which AI considers heavily when responding to user queries.
Automated ai citation tracking and analysis:
Technical members of the Verde team have already to begun to develop, test, and refine a suite of automated GEO solutions and we are excited by what we’ve seen so far. If the time comes when the outdoor industry needs to attack GEO in a more head on manner, Verde will be able to provide the tools it needs.
Staying Ahead, Together
The AI search landscape is evolving quickly, and frankly, nobody has all the answers yet. But at Verde, we're committed to staying ahead of these trends. We're actively monitoring how AI impacts search in the outdoor industry, testing approaches, and using data to understand what works. Our goal is to provide you with clear, quantifiable strategies to maintain and improve your visibility, leveraging the strengths of your existing marketing efforts.
It's about adapting intelligently, not reacting frantically. By integrating GEO principles into a solid foundation of PR, SEO, Content, and broader digital marketing, we can ensure your outdoor brand continues to connect with consumers, wherever they're searching.
Sources:
[1] https://www.demandsage.com/chatgpt-statistics/
[2] https://searchengineland.com/google-search-zero-click-study-2024-443869
[3] https://www.lumar.io/blog/industry-news/ai-search-seo-for-llms-ai-overviews/
[4] https://www.forbes.com/sites/rogerdooley/2025/03/10/ai-search-results-more-trusted-than-ads-what-cmos-need-to-know/
[5] https://searchengineland.com/your-2025-playbook-for-ai-powered-cross-channel-brand-visibility-454026