Generative Engine Optimization (GEO) is the strategy for dominating AI search engines like Perplexity, Gemini, and ChatGPT. While traditional SEO targets Google rankings, GEO targets zero-click answers that cite your content directly. Research from the University of Toronto reveals that 82-89% of AI citations come from earned media, making earned media citations the most powerful tool for GEO dominance.

This guide reveals GEO-specific tactics to dominate AI search engines with strategic earned media citations, positioning your brand as the authoritative source that AI engines cite when answering questions about your industry.

Why Earned Media Citations Dominate GEO

GEO differs fundamentally from traditional SEO. Instead of ranking in search results, GEO targets direct citations in AI-generated answers. Earned media citations are perfectly positioned for this because AI engines prioritize third-party publications over brand-owned content.

The 82-89% Citation Advantage

Studies show that 82-89% of AI-generated answers cite earned media rather than brand websites or blogs. When someone asks Perplexity "What are the best SaaS platforms?" the AI cites Forbes articles, TechCrunch coverage, and industry publications, not brand websites.

This creates a compounding advantage: earned media citations don't just drive traffic today; they become persistent citations in AI-generated answers for months or years. A single TechCrunch citation can appear in hundreds of AI-generated answers, creating long-term GEO visibility.

GEO vs. Traditional SEO

Traditional SEO focuses on ranking in Google search results. GEO focuses on being cited in AI-generated answers. The key difference:

• SEO: Users click through to your website

• GEO: AI engines cite your earned media directly in answers

• SEO: One-time traffic from rankings

• GEO: Persistent citations across multiple AI queries

Earned media citations are the bridge between traditional PR and GEO dominance.