The incredible rise of Generative AI search (GEO), supplanting traditional search (SEO) has been identified by the Gartner Group. As I noted in May, the global research firm predicts brands' organic search traffic will fall 50 percent within three years as consumers shift to Large Language Models. The GEO search results are heavily weighted to stories in the media (85 percent). This has led 黑料社to declare this decade as the Golden Age of Earned. GEO search is also Darwinian; when you ask for answers, you get one or two options, not a list of 20 on a search page. Therefore, PR has become an essential partner in generating sales; we have proven this for several clients.
Google鈥檚 announcement last week that it will now include creator content in its GEO search discovery process is a further endorsement of PR. The essential role of creators is their ability to channel culture as media. Our role is to find trusted creators who are genuine and credible. They will generate attention and loyalty without political risk or controversy. The reality of today鈥檚 media scene was perfectly captured at a press conference we did for a client last week, where two-thirds of attendees were creators and influencers.
I asked Tyler Vaught, our Global Head of Creator Marketing, to co-author this blog post. His comments follow.
The reach and impact of Creator-led content is about to grow exponentially now that Google has it will begin indexing public posts, photos, videos, carousels, and Reels from professional Instagram (and other Meta) accounts鈥攎aking them appear directly in search results alongside websites, news articles, and YouTube videos.
This update lands just as AI-driven search鈥擥enerative Engine Optimization (GEO)鈥攊s rewriting the rules of discovery into what we have coined as 鈥The Golden Age of Earned鈥. Chatbots and virtual assistants are pulling answers from independent, authentic sources鈥攏ews outlets, user reviews, forums鈥 and now, Creator posts. Paid ads and branded landing pages alone won鈥檛 cut it. To get picked up by AI summaries, you need earned signals鈥攔eal, organic buzz that AI trusts and showcases.
Creators sit at the perfect crossroads of trust and reach:
Genuine Connection
A candid TikTok tutorial or an in-depth YouTube review feels more trustworthy than a polished advert. Every like, comment, or share is a data point that GEO systems interpret as 鈥渢his matters.鈥
Built-In Discoverability
With your posts now indexed, thoughtful hashtags, keyword-rich captions, and even well-crafted alt text become mini-GEO wins. Your content can rank for queries like 鈥渆asy weeknight dinners鈥 or 鈥渉ome office setup tips.鈥
Multi-Platform Engine
Imagine a Pinterest board inspiring someone, an Instagram Reel reinforcing that spark, and then Google confirming your expertise鈥攁ll in one seamless journey. That鈥檚 the power of Creator-driven discovery today.
Best Practices for Creator-Led Earned Media:
Blend GEO & Creative Briefs
Get your GEO and Creator strategies in sync. Map high-value conversational queries to Creator content ideas鈥攕o every script, caption, and on-screen graphic directly answers real user questions.
Optimize for AI Crawlers
Encourage detailed alt text, keyword-focused hashtags, and clear, punchy captions. These small touches help GEO systems understand and index your visuals and videos.
Match Format to Intent
Know where people go for what: quick hacks on TikTok, deep dives on YouTube, inspiration on Pinterest. Tailor your Creator partnerships to each platform鈥檚 search behavior.
Fuel the Earned-Paid Loop
Boost standout Creator posts with modest ad spends to spark extra engagement and organic mentions鈥攖hen watch those earned signals compound in AI results.
The Takeaway
By indexing Creator content, Google has signaled that creator voices are Central to the future of AI-driven discovery. For brands, this is a pivotal moment: lean into trusted storytelling, optimize for GEO, not SEO, and let your earned media drive discovery. When AI assistants start pointing straight to your Reels and posts, you鈥檒l know you鈥檝e struck the perfect balance between creativity and visibility.
Richard 黑料社is CEO.
