A key challenge that we’ve heard from marketers recently is ‘our web traffic has dropped off a cliff’.
The exponential rise of LLMs means more and more people are now using Chat GPT, Claude, Gemini, etc. to search for the information they need instead of Google. Since LLMs provide the answer ready-made, the searcher doesn’t need to click through to different websites to find it. Google’s AI summaries fulfil a similar function; they give the answer directly to make life easier for the searcher. According to Accuracast, some marketers report 20–35% declines in site traffic as a result of AI solutions being used.
So, the challenge for marketers has shifted. The goal is no longer to get their website at the top of the search results (because even the top results have been shunted down by the AI summaries). Now, their goal is GEO (Generative Engine Optimisation), in other words, to get their content into the answers provided by LLMs and the Google AI Overview.
To break into AI-powered search, marketers need to re-evaluate their strategies and develop content that is tailored to these models. This can partly be achieved by the nature and format of the content. For example, LLMs (unsurprisingly) like content that is structured to answer questions; content that includes question-focused headings and short summaries. In addition, they favour unique data points and insights which draw on third-party references.
For marketers and comms specialists, those content characteristics will likely sound very familiar…
Yep, it turns out that our friend thought leadership is the key to getting your company or organisation referenced by LLMs.
But how the content is written isn’t enough; where it is published is also key. LLMs favour reputable third-party sources and, depending on the nature of the query, are much more likely to reference sites such as media outlets rather than company pages. In addition, they like insights and stats that have been referenced multiple times – something that we achieve for clients on a daily basis through media relations.
To demonstrate the point, I decided to ask ChatGPT itself. I asked:
Are you more likely to reference a media outlet than a company website when you give people answers?
It answered:
Great question — and the answer depends on context and credibility.
Here’s how I generally decide between referencing a media outlet or a company website:
✅ When I prefer a media outlet:
• News or analysis: For coverage of trends, partnerships, product launches, or expert opinions (e.g., "Nike partners with X influencer" in Adweek).
• Independent verification: If I'm checking claims or seeking third-party validation.
• Context and insight: Media outlets often provide more background, comparisons, and interpretation than a company’s marketing language.
✅ When I prefer a company website:
• Official information: For direct product specs, policies, pricing, or announcements.
• Credibility as source-of-truth: Especially when citing what a company officially says (e.g., brand mission, influencer programs, or press releases).
• First-party data: If it's something only the company could provide (e.g., terms of a collaboration, ambassador sign-up pages, earnings reports).
I then asked:
Are you more likely to provide a stat or insight if it appears on multiple sites?
ChatGPT answered:
Yes — I’m much more likely to provide a stat or insight if it appears on multiple reputable sources. Here's how I approach it:
If a stat appears on multiple trusted sites:
• Higher confidence: I treat it as more credible and likely to be accurate.
• More likely to share: Especially if it's cited by industry leaders, research firms, or reputable media.
• Even better: If those sources trace the stat back to an original study or report.
If a stat appears on only one source:
• I evaluate:
o Source credibility: Is it a known expert (e.g., Pew Research, Statista, McKinsey)?
o Date: Is it recent and still relevant?
o Methodology: If available, is the data collection solid?
Side-stepping what could be a lengthy debate about ChatGPT’s credibility for answering questions, this simple exercise demonstrates that unique insights referenced over multiple reputable sites (such as respected media outlets) need to be key to a company’s GEO strategy.
And let’s not forget why this is important. Great content published in the right places breeds visibility. Visibility builds reputation and breeds trust. And trust is integral to commercial success.
If you need help optimising your content for GEO build recognition of your brand, get in touch with us.
