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PR and Search – What Really Matters When Advising Clients
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest Katie Robbert, CEO of Trust Insights, about how SEO and GEO (generative AI engine optimization) affect PR work.
Robbert explains GEO as serving a new “business to machine” audience—LLMs like ChatGPT, Gemini, and Claude—which summarize information from sources such as listicles and quoted articles, making PR placements and strong SEO fundamentals still essential.
Rather than throwing out playbooks, she recommends reverse-engineering AI results by asking for sources, targeting high-quality publications (including trade media), and measuring impact via analytics segments and “how did you hear about us” form fields.
They discuss EEAT (experience, expertise, authoritativeness, trustworthiness), avoiding low-quality AI content, and making “machine-readable” content more detailed across owned and Google properties.
Robbert also notes using constrained-source tools like NotebookLM and improving accessibility to help machine readability.
00:00 Welcome and Guest Intro
01:16 Why GEO Matters Now
02:00 Defining GEO vs SEO
03:29 Trust Insights GEO Course
06:46 SEO Not Dead Explained
11:05 No Need to Overhaul PR
13:19 Paid Placement and Authority
16:18 Measuring LLM Discovery
20:01 Are LLM Leads Better
24:30 PR Priorities for SEO GEO
27:07 Avoiding AI Content Slop
29:21 Google AI Mode Question
29:42 Critical Thinking vs AI
30:27 Sniff Test and Skepticism
33:27 Ask for Sources
34:07 Control the Inputs
35:10 Notebook LM Workflows
37:11 Trade Media Strategy
40:49 Press Releases for Machines
43:24 Wire Services and GEO
46:16 Start Your Own Publication
47:42 Be Everywhere for LLMs
50:50 Accessibility as SEO
52:14 Final Optimization Takeaways
Show notes:
Katie Robbert on LinkedIn: https://www.linkedin.com/in/katierobbert/
Trust Insights GEO 101 course: https://academy.trustinsights.ai/courses/geo-101-for-marketers
Trust Insights site: https://www.trustinsights.ai/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
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By Michelle GarrettIn this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest Katie Robbert, CEO of Trust Insights, about how SEO and GEO (generative AI engine optimization) affect PR work.
Robbert explains GEO as serving a new “business to machine” audience—LLMs like ChatGPT, Gemini, and Claude—which summarize information from sources such as listicles and quoted articles, making PR placements and strong SEO fundamentals still essential.
Rather than throwing out playbooks, she recommends reverse-engineering AI results by asking for sources, targeting high-quality publications (including trade media), and measuring impact via analytics segments and “how did you hear about us” form fields.
They discuss EEAT (experience, expertise, authoritativeness, trustworthiness), avoiding low-quality AI content, and making “machine-readable” content more detailed across owned and Google properties.
Robbert also notes using constrained-source tools like NotebookLM and improving accessibility to help machine readability.
00:00 Welcome and Guest Intro
01:16 Why GEO Matters Now
02:00 Defining GEO vs SEO
03:29 Trust Insights GEO Course
06:46 SEO Not Dead Explained
11:05 No Need to Overhaul PR
13:19 Paid Placement and Authority
16:18 Measuring LLM Discovery
20:01 Are LLM Leads Better
24:30 PR Priorities for SEO GEO
27:07 Avoiding AI Content Slop
29:21 Google AI Mode Question
29:42 Critical Thinking vs AI
30:27 Sniff Test and Skepticism
33:27 Ask for Sources
34:07 Control the Inputs
35:10 Notebook LM Workflows
37:11 Trade Media Strategy
40:49 Press Releases for Machines
43:24 Wire Services and GEO
46:16 Start Your Own Publication
47:42 Be Everywhere for LLMs
50:50 Accessibility as SEO
52:14 Final Optimization Takeaways
Show notes:
Katie Robbert on LinkedIn: https://www.linkedin.com/in/katierobbert/
Trust Insights GEO 101 course: https://academy.trustinsights.ai/courses/geo-101-for-marketers
Trust Insights site: https://www.trustinsights.ai/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.