Having experienced the rise of digital PR over the last decade, the one constant theme throughout has been that Google rewards brands that have a credible online footprint, can be trusted and meet the queries of search engine users.

From what I can see, the rise of Google AI-generated results (AI Overviews) is again placing the emphasis on brands being trusted sources of information, whether that be PR-led content in the shape of unique data insights, news stories or expert thought leadership commentary.

If anything, AI-powered search tools are simply reinforcing the purpose of digital PR and strengthening its relationship with SEO and ultimately, Google.

When you break it down, the purpose of Google’s AI Overviews within the Search Engine Results Pages (SERPs) is to give users a greater experience by delivering faster, concise answers to often complex queries. In theory, it connects users with expert insights and credible sources on the results page – saving them time in the process.

We know digital PR campaigns and tactics play an integral role in achieving visibility, authority and traffic for a brand and supporting its overall SEO strategy. AI search results feed off signals shaped by digital PR. High-quality press coverage, authoritative backlinks and mentions for a brand via online PR activity feeds into Google’s algorithms and translates into enhanced visibility and AI search results. The is because AI-powered search evaluates context, sentiment and relevance – rewarding those online brands that earn consistent, trusted media exposure.

A recent search query I did for the purpose of this blog highlighted the power and influence of Google AI-generated results for one of my clients, the University Vocational Awards Council (UVAC). Knowing full well that we had done a lot of PR activity around UVAC’s response to the government’s Level 7 apprenticeship funding cuts earlier this year, I posted the very loaded search query – “What is the impact of Level 7 apprenticeship funding cuts in the UK”.

Not very scientific but low and behold, one of the prominent AI Overview reference links in the SERPs was to a UVAC article in Manufacturing & Production Engineering Magazine about the £214m additional training costs that businesses in the sector will face because of Level 7 cuts. The search query took me seconds but instantly demonstrated the power of digital PR in gaining AI-generated search results for our client. It was also satisfying that the results linked to one of the biggest topics we’ve campaigned about for UVAC over the last 12 months.

Another key feature of AI-assisted search from a digital PR perspective is that it rewards brand mentions and content in online articles, rather than just backlinks. For many years, achieving backlinks was the sole focus for any digital PR team. It was seen as one of the most powerful trust signals to Google and therefore critical to visibility and rankings, with many clients often only judging the success of a campaign based on the number of followed links you were able to achieve.

In this respect, you could argue that traditional and digital PR are more closely aligned than ever. The central goal is about building brands through powerful media coverage and not just links.

It’s interesting how traditional PR has always been about gaining the trust of journalists by supplying valuable content, insight and comment to gain media exposure for a client’s brand. It is the same for digital PR teams and although we want to meet the needs of journalists and earn their trust, our primary aim is to earn that trust with Google.

Google’s AI Overviews work on the understanding that digital PR campaigns meet its framework for assessing online content quality – Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T). This is nothing new and so you inevitably conclude that the game has not really changed for digital PR, despite the growing influence of AI-assisted search.

It’s business as usual in terms of what we do here at Source from a digital PR perspective. We just need to continue what we’re doing well – effective storytelling for brands and generating impactful and newsworthy content that earns trust and credibility with Google. If we do this, we know it will translate into enhanced visibility and organic traffic as part of a wider SEO strategy.

Whether search results are AI-driven or not, the role of digital PR within SEO has never been more pivotal to achieving SERP success.

Chris Hughes, Director

Chris is an experienced marketer who has led award-winning campaigns for a wide range of B2B and B2C brands over the last 25 years. He works closely with his clients to understand their challenges, objectives and market position, in order to devise strategies and campaigns that deliver a tangible return on investment. He prides himself on being a channel agnostic thinker so that he can provide the right marketing solution for clients – whether they’re looking to build a brand or simply drive increased sales and revenue. Outside of the office, he can be found out on the golf course, spending time with his family or purchasing second-hand vinyl to add to his seemingly endless DJ record collection.

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