how do you get AI to recommend you? here's the truth about GEO
In almost every client meeting for the last three months, we’ve asked some version of this question: "How do I get ChatGPT, or Gemini, or that little AI Overview thing on Google, to mention me when someone searches my field?"
You're not alone. It's the question we hear most right now, and it's usually followed by a half-formed theory: buy some press releases, add a mystery file to your website, stuff your homepage with keywords, cross your fingers. So let's clear the air. This is GEO, short for Generative Engine Optimization, and most of what's circulating about it is either an oversell, a misread study, or a product pitch.
what GEO means (and the myths)
GEO is the practice of making your content easier for AI tools to find, trust, and quote when they're building an answer. The term comes from a 2024 Princeton and Georgia Tech study, and it's a legitimate area of research. Google has said this outright: its AI features are "rooted in our core Search ranking and quality systems." In plain terms, GEO is SEO with a few new layers stacked on top.
This brings us to the billion dollar question: Who gets picked by the machine, and why?
Myth: A press release will get you cited
This is the one we hear most, and it makes sense in theory. Wire-distributed press releases account for 0.04% of AI citations. Paid and advertorial content sits around 0.3%. A press release alone rarely earns a mention, but the value lies in creating a dated, citable record of something happening. What earns the citation is what comes next: other outlets and voices picking up the story and talking about it themselves.
Myth: There's a Secret File that unlocks AI visibility
You may have heard whispers about llms.txt, a file you're supposed to add to your site to signal AI crawlers. Unfortunately, this one is a bit like the “I do not give Facebook permission…” posts going around. Google's own guidance states it "neither helps nor harms." No major platform uses it to decide what to cite. Keyword stuffing fares even worse: one controlled study found it hurts your odds of being cited, the opposite of the old SEO instinct.
AI systems reward clear, evidence-backed writing.
Myth: "85% of answers come from earned media" means just get press coverage
This stat is everywhere in PR circles right now. It's true, but often misused. The studies behind it define "earned media" broadly: everything beyond your own website, including Wikipedia, Reddit, review sites, YouTube, government pages, and journalism too. That's useful context, since AI tools pull in large part from third-party sources instead of your homepage, but it doesn't mean one article guarantees a mention. It means your brand needs consistent, credible presence across the wider web AI tools read.
On the topic of most-cited sites: one 200-million-prompt study found the most-cited domains anywhere still didn’t crack 5% of total citations. That means not going all in on Reddit (we’re sick of the business bots), or any site in particular. Your brand needs a consistent, credible presence spread across the wider web.
so what helps?
Think of it as a two-part system. First, your site needs to be crawlable, indexed, and technically sound, since even the best content can't help if AI can't read your pages. Second, you need genuine presence beyond your own domain: reviews, mentions, comparisons, and conversation across the web. Pair that with content that gives AI something worth quoting: concrete statistics, named sources, direct answers, and clear structure. The research is consistent here: pages built on citations and evidence outperform vague, promotional copy by a wide margin.
Picture two bakeries. One buys a full-page ad in the local paper. The other lands in three "best bakeries in town" blog roundups, collects a dozen genuine Google reviews, and gets mentioned in a Reddit thread about weekend brunch spots. When someone asks an AI tool where to find a good croissant nearby, one of those bakeries has the best shot at being in the answer.
GEO is a culmination of technical SEO, PR, marketing, content strategy, and reputation-building, all pointed toward the same goal: earning enough visibility and evidence across the web that AI tools have every reason to mention you.
if you're in B2B, LinkedIn matters twice as much
This matters even more if you're in B2B. AI citation patterns and B2B buying behavior point to the same platform: LinkedIn. Perplexity treats LinkedIn as a go-to source for professional and industry queries. Separately, founder-led LinkedIn content earns about 20 times the organic reach of a company page, and 80% of B2B social leads trace back to the platform. Build that expertise there over time, and you're doing two things at once: giving AI tools the third-party, evidence-backed presence they look for, and giving humans a reason to buy.
why this is a team sport
Research shows brands with broad, corroborated visibility, built through genuine media relationships, sharp content, and consistent digital presence, appear far more often than brands chasing one trick. That mix changes over time, too. Which sources AI tools trust can change from month to month, which is why ongoing attention beats a one-time campaign.
That's the work we do every day at Lazuli House: building visible, credible, everywhere-at-once presence that AI tools, and actual humans, notice and trust. If you're ready to stop guessing and start earning that attention, we'd love to be the ones who help.
— Britta
LAHO is a PR and marketing agency for professional service firms, emerging brands, and public figures. Think PR with punch, marketing with mood, and the strategy a vision board would hire. We pride ourselves on having creative ideas and being strategy-first, so all the stand-out things we do to build visibility and growth are also backed by experience & data. Need a GEO strategy? Reach out here.
