Google’s VP of Product for Google Search confirmed that PR activities may be helpful for ranking better in certain contexts and offered an explanation of how AI search works and what content creators should focus on to stay relevant to users.
PR Helps Sites Get Recommended By AI
Something interesting that was said in the podcast was that it could be beneficial to be mentioned by other sites if you want your site to be recommended by AI. Robby Stein didn’t say that this is a ranking factor. He said this in the context of showing how AI search works, saying that the behavior of AI is similar to how a human might research a question.
The context of Robby Stein’s answer was about what businesses should focus on to rank better in AI chat.
Stein’s answer implies the context of the query fan-out technique, where, to answer a question, it performs Google searches (“questions it issues“).
Here’s his answer:
“Yeah, interestingly, the AI thinks a lot like a person would in terms of the kinds of questions it issues. And so if you’re a business and you’re mentioned in top business lists or from a public article that lots of people end up finding, those kinds of things become useful for the AI to find.”
The podcast host, Marina Mogilko, interrupted his answer to remark that this is about investing in PR. And Robby Stein agreed.
He continued:
“So it’s not really different from what you would do in that regard. I think ultimately, how else are you going to decide what business to go to? Well, you’d want to understand that.”
So the point he’s making is that in order to understand if a business should be recommended, the AI, like a human, would search on Google to see what businesses are recommended by other sites. The podcast host connected that statement to PR and Stein agreed. This aligns with anecdotal experiences where not just Google’s AI but also ChatGPT will provide answers to recommendation type queries with links to sites that recommend businesses. As the podcast host suggested and Stein seems to agree, this raises the importance of PR work, getting sites to mention your business.
Mogilko then noted that her friends might not have seen the articles that were published as a result of PR activities but that she notices that the AI does see those mentions and that the AI uses them in answers.
Robby agreed with her, affirming her observation, saying:
“That’s actually a good way of thinking about it because the way I mentioned before how our AI models work, they’re issuing these Google searches as a tool.”
Content Best Practices Are Key To Ranking In AI
Stein continued his answer, shifting the topic over to what kind of content ranks well in an AI model. He said that the same best practices for making helpful and clear content also applies for ranking in AI.
Stein continued his answer:
“And so in the same way that you would optimize your website and think about how I make helpful, clear information for people?…
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