KPIs in the Age of AI: What SEO, GEO, and the Latest Media Shifts Mean for Your PR Strategy
by Kaylie Easton
There’s no denying it: AI is reshaping how we find and consume information – and that has big implications for PR. As platforms like ChatGPT, Perplexity, and even Google’s AI overviews become part of daily search behavior, more consumers are getting the answers they need without ever clicking into a news article or double checking the source of information. While it’s certainly a modern convenience, the shift in search is leading to a noticeable decline in media site traffic, which could start to impact how PR wins are measured.
We’ve been tracking these trends closely, especially as they begin to influence how media coverage is discovered and valued. When defining KPIs and tracking success, the shift in search may affect how we look at year-over-year metrics moving forward.
Recent analysis from platforms like SimilarWeb shows that many major news outlets are beginning to see dips in traffic; as a result, traditional metrics like unique monthly visitors or total media impressions may not tell the full story of a successful PR campaign.
As PR pros, we see this not as a cause for panic – but an opportunity to evolve how our clients are reaching their target demographic. Here’s how we’re already thinking ahead:
Optimizing PR Tactics for AI Discovery
AI tools are trained on digital content – including the news articles we pitch and secure – meaning PR and media coverage are more relevant than ever in informing what these platforms say about a brand. To maximize visibility, PR materials should be built not just for traditional search engine optimization (SEO), but for generative engine optimization (GEO), too. That might mean clear, direct language and structured formats with more fact than fluff, strategically placed brand coverage in reputable sources AI tools prioritize, and revisiting evergreen brand content to make sure it’s up-to-date and accurate.
Reframing What Success Looks Like
It’s time to look beyond total impressions. As the landscape evolves, we’re shifting KPIs to focus on the quality and impact of coverage – measuring which messages broke through, does the outlet align with our key demographic, key locations of coverage, and more. This will shift conversations beyond how many people we potentially reached with a message to how coverage contributed to brand trust, authority, sales, event attendance, and more.
This media moment is evolving quickly, but we’re not just watching the trends – we’re actively building them into our PR strategies to ensure our clients stay not only visible, but valuable.