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AI is here, ever more omnipresent, and is changing the game when it comes to the online visibility of businesses. It is revolutionizing the media and digital world at an impressive speed. However, with the results it generates from new algorithms, artificial intelligence requires a profound transformation of its referencing techniques to respond to the new information consumption habits of Internet users. Brands have no other choice to maintain their visibility and credibility: reinvent their SEO and marketing strategy.
Do you want to take action not to lose your traffic and take advantage of the opportunities offered by AI in terms of SEO? In this article, we give you the best practices for adapting your SEO and your communication actions to anticipate the impact of AI, in particular by sharing the lessons learned from a customer case. With the presentation of the winning combination to optimize its visibility: Press relations, SEO and AI.
Between natural referencing, press relations and the rapid rise of artificial intelligence, companies must now combine technical performance, media credibility and intelligent content strategy. This article explores How do these three areas complement each other to build sustainable visibility, recognized both by Google and by generative engines like ChatGPT or Perplexity.
AI is far from ending SEO's death sentence, quite the opposite. However, it requires this discipline to undergo a profound change that some people call:
SEO therefore remains a key performance driver, provided it is associated with other essential dimensions: brand image, media presence and engagement on social networks. These complementary levers together reinforce the perception of reliability required by Google, which is still ultra-dominant among search engines.
Good SEO is no longer based solely on technique; it also depends on the quality and reputation of the content published. The EEAT values brands that can demonstrate their expertise, authority and reliability. It is here that press relations play a strategic role.
However, the development of a brand's press relations meets this requirement. In fact, PR campaigns make it possible to increase the authority of brands that the media promote, while promoting the distribution of authentic content to a targeted audience. The creation of content dedicated to the press is therefore completely complementary to the work of SEO for a website: together, they consolidate the online presence and the trust of Internet users.
If you want to develop your PR and Get your business talked about in the media, here are some content ideas that are particularly popular with news agency journalists:
But the main thing is to offer content with high added value, consistent with the editorial line of the media, without excessive promotion. It is this authenticity that reinforces both the visibility, credibility and referencing of your brand in the age of artificial intelligence.
Today, online visibility is no longer limited to traditional search engines. Generative artificial intelligences, which produce answers to Internet users' questions via their Large Language Models (designated by the acronym LLM for Large Language Model in English), rely on existing content to formulate their answers and cite sites that they consider to be reliable sources. Also, to gain GEO/SEO visibility, it is important to appear in these resultss. This requires maintaining your online presence and being recognized as a reference in its field.
Strengthening your brand image is an effective way to achieve this. Indeed, a brand that has worked on its branding more easily attracts the attention of the media, which will naturally want to talk about it. These mentions contribute to increasing the reputation, credibility and visibility of the company, both in Google Search results and in those generated by AI. However, it is important to target the most relevant media according to your audience in order to maximize the impact of your actions.
A successful press relations strategy goes well beyond simply gaining visibility. When a recognized media outlet quotes your company and adds a link to your site, it generates a natural backlink of great value. These links, from highly authoritative sites such as Le Monde or The Echoes, reinforce your credibility in the eyes of Google, which sees it as a sign of trust and quality. This principle, called “domain authority”, is one of the foundations of good B2B referencing.
note : press relations campaigns are therefore an excellent natural netlinking method. Links obtained through merit, through authentic articles or mentions, contribute positively to your domain authority and your natural referencing. This is the exact opposite of a paid backlink strategy which (if poorly implemented) can be heavily penalized by Google, which does not appreciate sites trying to manipulate its ranking in an “unfair” way.
It is therefore better to favour organic recognition, based on the quality of the content and the trust of the media.
Faced with all these upheavals caused by AI and the algorithm changes made by the Google or GEO search engines, what strategy should you adopt to remain visible? As you can see, the key lies in the combination of several levers: the power of natural referencing (SEO) for visibility, and e-reputation reinforced by a coherent media presence, authentic customer reviews and active communication on social networks. Together, these elements form a winning ecosystem to develop awareness and trust around your brand.
We have already mentioned this several times above: Content is still ROI, or in its French version: “content always offers a return on investment”. Of course, a few precautions are required when it comes to the content published in order for it to be really effective:
Knowing that SEO can also be improved thanks to:
Thus, working on SEO ranking is always essential, including to be present in search engine results generated by AI.
SEO is not based solely on technique. The visibility of a page (and a site) also increases by working on its e-reputation.
What does it consist of? To gain the trust of your targets (potential customers) by succeeding in putting forward positive customer reviews or customer testimonies about its products or services that serve as social proof, reassure new visitors and encourage engagement.
Why do customer reviews or testimonials contribute to improving the visibility of a site on search engines? Because they generate searches around your name, additional clicks, and sometimes links to your site. Search engines value these signals, associated with traffic of real interest.
So, actively solicit feedback from your customers and highlight it. It is a simple and effective way to strengthen both your credibility and your online positioning.
Regular interactions with their prospects on social networks and the development of a community with which they maintain a special relationship allow brands to establish a more authentic and close relationship with their potential customers. These interactions reinforce the human dimension of the brand. and can generate potentially significant traffic on your website provided you are active in the long term.
To strengthen your online credibility through social networks, you can:
In addition to an active presence on social networks, participation in events, the organization of webinars or even the presence in the media contribute, with panache, to the entire visibility strategy of a company. In particular, these actions make it possible to obtain quality backlinks, where paid backlinks can be counterproductive.
Social networks, collaborations with influencers and online platforms are now essential levers for increasing brand awareness. However, a publication in a recognized media remains a major asset: the credibility and authority of traditional media maintain a significant influence on online visibility.
Convinced of the power of the SEO and Press Relations combo, the digital acquisition agency 425PPM has chosencombining these two areas of expertise to offer its customers an optimal visibility strategy. We are so convinced of the performance of such an association that we have made a promise: to make client companies who trust us THE reference in their sector both on Google, and in the media and AI.
And we have chosen to put our skills in particular at the service of impact companies to offer these actors of change a long-term visibility and acquisition strategy. Because an impact company remains a company that, to be sustainable, must be visible in order to benefit from solid growth.
Need proof of the effectiveness of the 425ppm method? Here is one of our customer cases, that of Merci Paulo, an impact company specializing in the concierge of used car parts.
This company with an innovative concept trusted us to allow it to gain visibility among its targets. So we put in place a complete SEO strategy for its website.
Results: In just seven months, organic site traffic has increased from 126 to nearly 5,000 monthly visitors, and this without using paid advertising campaigns. These performances were obtained thanks to a content creation strategy with SEO optimization for natural referencing.
True to our method, we also sought to develop the authority score of the Merci Paulo company site by using Press Relations. Again, this score, which expresses the reputation and trust that inspires the company, has passed in just 9 months. from 2 to 12, thanks to more than 15 media publications.
Do you also want to benefit from the synergy between SEO, GEO and Press Relations? Tell us about your business and discover our personalized support services in your customer acquisition and sustainable visibility strategy.
