I published a piece last week in PRWeek about trends we are seeing from customers and the changing mindset around AI in PR and comms.
One of the areas covered in the article is how to implement strategies around LLMs and GEO.
There is a lot of advice out there, but most people are in the same boat. They know this is important. They want to get going. They want to improve. But they struggle with where to start and what the right strategy is. So here are 3 easy tips to simply....get going:
1. Start with monitoring
If you don’t know your current visibility, how it compares with competitors, or how it differs across models, then how can you track (and showcase) improvements? Use tools like Meltwater’s GenAI Lens to understand your baseline, because monitoring and analyzing LLM responses are crucial to a 360° strategy, alongside editorial, social, broadcast etc.
2. Be pragmatic about prompts
Think about the prompts you need to track, but don’t stress about getting them “perfect” – this is not an exact science. One observation: people are a bit too obsessed with knowing exactly what consumers are typing into ChatGPT. There are some sample data sets out there, but there is no complete dataset that will tell you that.
Use information from Google Analytics. Use Google Trends. Ask ChatGPT or Copilot. And most importantly, use your own knowledge. You are the expert. You understand your business, customers, and industry best. You will get very close to the truth using a combination of these methods, and then you can use variations of prompts to get a more complete picture.
For example, if you are focused on electric vehicles: “What are the top electric vehicles?”, “best electric vehicles 2025”, “top ranked EVs in 2025”, etc. Remember consumers talk like real people, not academics or research analysts!
3. Create content that answers the question
LLMs love content that directly answers the question. If you have decided “top electric vehicles in 2025” is a key prompt, make sure you create content that uses that phrase. On top of that, make sure everything is well structured so LLMs can easily capture it.
When you start seeing this content show up in LLM responses, and your visibility improves as a result, you have something powerful to take up the chain to showcase that the hard work is paying off.
Is this an exhaustive list?
Or the silver bullet to becoming an LLM or GEO specialist?
No, absolutely not – and that’s not my claim.
Nobody has that magic formula right now. The industry is in its infancy. Just like with SEO all those years ago, the formula will change and evolve. It’s all about experimentation and A/B testing to find what works for you, and then seeking continuous improvement over time.
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