PRWeek: From SEO to GEO

We.'s Charlie Baldwin shares his thoughts on how agencies are navigating the quickly changing world of LLM-driven search.

Screenshot of the Open AI interface | We. Communications

PRWeek, Chris Daniels, March 27, 2025

AI is quickly changing the search engine, and GEO—generative engine optimization—is superseding SEO. What does that mean for communicators and the future of earned media?

We. Communications SVP of Insights & Analytics Charlie Baldwin shares critical insights with PRWeek’s Chris Daniels on how GEO is evolving, how organizations are adapting, and how We.’s research and analysis is helping clients gain a deeper understanding of GEO:

“What is abundantly clear to us already is that telling a strong and clearly worded story is more important than ever. Appearing in credible, authoritative publications and focusing on content that offers authentic, ownable language is essential.”

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