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SEO and PR: Getting cited is more important than ever

  • Jack Morgan
  • Sep 24
  • 2 min read
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For years, getting cited was crucial to SEO rankings: how many people clicked through to your site. But in the age of generative AI, crucial becomes an understatement. Success is no longer only about traffic. It’s about being cited, the mentions and references in trusted third-party content that AI platforms use

to build their answers. 


From clicks to citations 

Generative AI tools don’t behave like search engines. Instead of serving up ten blue links, they synthesise a single response from the sources they trust most. Analysis shows that up to 96% of these citations come from external editorial content, not brand-owned websites (Muck Rack, 2025). For brands, this means visibility depends less on keyword optimisation and more on reputation signals. 


Why citations matter 

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When ChatGPT, Google Gemini, or Bing Chat answer consumer questions, the AI rarely displays all its sources. Yet the information is still drawn from specific outlets. If your brand is consistently mentioned in respected publications, reviews, or rankings, you’re more likely to be part of those answers. If you’re absent, you risk being invisible to both the AI and the consumer. 


Rethinking PR strategy 

  • Focus on authority, not volume. A single mention in The Guardian or Wired may influence AI far more than dozens of low-tier backlinks. 

  • Make your story citation worthy. Provide data, context, or expert commentary that third parties want to quote. 

  • Measure beyond traffic. Track where your brand is being referenced and how those references position you, not just whether they drive clicks. 


The bigger picture 

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Generative AI has redefined the value of PR. It’s no longer just about earning visibility with human readers; it’s also about feeding the machines with credible, repeatable narratives. The brands that thrive will be those that treat citations as the new currency of discovery. 

 

📄 This blog is adapted from our latest research on off-site content in the age of generative AI. To receive the full whitepaper, get in touch with the Planit team. 

 
 
 

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