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.”

Read more...

(Photo by Jakub Porzycki/NurPhoto via Getty Images)

Explore more

Abstract illustration of pills | We. Communications

Wendy Yu on Communicating with the Chinese Elderly

Spacecraft with Columbia logo on side | We. Communications

PRWeek: Columbia Sportswear Hires We. as US PR AOR

Brands in Motion "They want honesty, direction and clarity" | We. Communications

PRovoke: Brands in Motion "They Want Honesty, Direction, and Clarity"

Illustrated image of a handshake | We. Communications

PRovoke: Charting the AI Governance & Responsibility Course

Dawn Beauparlant, Steve Barrett and Frank Washkuch | We. Communications

PRWeek: Dawn Beauparlant on The PRWeek Podcast

Nitin Mantri headshot | We. Communications

PRMoment: Nitin Mantri to Chair Global Advisory Board