How SEO, AEO and GEO are reshaping PR and marketing in 2025

The discovery game has changed. The biggest shift in PR, marketing and communications today is no longer about how content is written, but how that content shows up in searches. Today, searches begin well before a user clicks a link. As more people use AI tools, voice assistants and generative engines for answers, instead of searches with traditional engines, we’re seeing a fundamental change to the top of the marketing funnel. Gone are the days of publishing keyword-heavy content and crossing fingers that it gets a top spot in Google searches. Visibility in 2025 is faster, more context-driven and more competitive than ever.

That’s where a strategic trio comes in. When it comes to showing up in AI tools, building on traditional search engine optimization (SEO) is critical by incorporating answer engine optimization (AEO) and generative engine optimization (GEO). AEO optimizes content for direct answers in AI results, like featured snippets. GEO targets searches with generative AI engines, ensuring content is cited in AI responses. Together, these approaches help brands appear in summary searches, featured answers and AI-generated responses.

If this seems overwhelming, don’t worry; we’ve got you covered. Here’s what clients need to know and how we’re helping them stay ahead.

Searches have changed. So should strategies.

Searches are no longer a one-way street where people type in terms and scroll through several blue links. Searches today are a conversation where people are increasingly asking broader questions and expecting smart platforms to summarize, recommend and rank the answers. That means content surfaces not just because it’s relevant, but because it’s trusted, specific and practical.

The in shift in searches favors companies that can clearly explain expertise, experience, authoritativeness and trustworthiness (E-E-A-T framework) by conveying:

• Who is it for?
• What does it help them do better than anyone else?
• Why should they choose you?

In short: clarity wins. Vague content, lack of authority and poor structure can mean your brand won’t even appear in searches.

What’s driving the direction of digital visibility?

The way people find and evaluate information online has changed. Discovery now happens across a mix of traditional search, AI tools and answer engines that prioritize clarity over cleverness. Content that once lived deep in your website is now expected to do the heavy lifting up front. Visibility is no longer only about ranking; it’s about being the most relevant, recognizable and readable answer to a user’s question. Here’s what that looks like in practice:

1. Your homepage is no longer your front door. Today, people may never reach a homepage and often encounter brands for the first time through a summarized answer, a featured snippet or a recommendation generated by a search tool. This makes messaging and structured content like updated FAQs, explainers and product comparisons more important than ever. At a minimum, keep your website content consistent and current, complete your Google business profile and highlight authoritative third-party coverage.
2. Your brand name means more than you think. When someone specifically searches your name or offering, that action is picked up and factored into how often you surface as a credible result. You’re less likely to be found if nobody’s searching for you. Promote brand recall through consistent naming, strong backlinks and earned media that reinforces your value.
3. Answer-ready content performs better. Content, including case studies, buyer’s guides and service comparisons, is increasingly appearing in early discovery phases because it answers real questions, real fast. Write with the intent to make it easy for AI tools to quote, cite and summarize your content.
4. SEO, AEO and GEO are merging into a single strategy. Ranking well in 2025 requires message and metadata. Optimizing for keywords, answers and generative platforms requires unified messaging, clean site architecture and content that speaks plainly and persuasively. Further, a strong POV, clean structure and clearly defined value proposition are all essential.

How is F+A helping clients adapt (and thrive)?

At F+A, we blend classic communications expertise with future-forward platforms, including ethical use of AI-powered tools, to help our clients stay ahead. Here’s how:

• Discovery audits: We assess where and how your brand is getting found (or not) across Google, AI tools and LLMs.
• Strategic messaging: We refine brand language to prioritize clarity, differentiation and alignment with what search engines and AI tools are crawling for.
• Human-centric editing: We enhance your voice, eliminate fluff and ensure your content is crisp, scannable and trustworthy.
• Content that performs: We develop plans that bridge SEO best practices with AEO and GEO strategies, including structured content that answers real questions.

Our decades of experience in media strategy, brand positioning and creative execution mean your content connects with machines and humans. We’re not gaming algorithms; we’re helping clients get discovered for the right reasons.

What’s our final takeaway?

Remember, the brands that show up in search and AI recommendations when they contextually and consistently answer these three questions:

• Who is it for?
• What does it help them do better than anyone else?
• Why should they choose you?

Instead of chasing hacks, we build durable strategies that make our clients simpler to find, easier to trust and harder to ignore in searches. If the digital landscape is shifting, at F+A, we’re making sure our clients are ready to succeed on solid ground.