Improving your company AI visibility

When was the last time you asked Google Search for an answer? Or have you used ChatGPT for this?

Nowadays, more and more people prefer to ask AI instead of a traditional search engine. Why? One of the reasons why AI chatbots not only suggest something to you, but also give you a nice overview and rationale behind the answer.

ChatGPT not only provides recommendations, but it can also offer more specific suggestions if you share your preferences.

Google is also in the game for this, with the recently introduced Google AI overviews. 

In 2025, companies that want to be present in both search engines and AI responses need to do more than just proper SEO (search engine optimization); they also need to consider AI / generative engine optimization (GEO).

Regarding the content, creating appealing and authentic content that is easy to read by both humans and machines enhances visibility for both search engines and AI chatbots.

 

Best SEO and GEO optimisation techniques in 2025

• Clean, easy-to-read formatting and markup
• Structured content (FAQs, products, lists with Linked Data format — JSON-LD)
• Blogs and content that directly address users’ most common questions (i.e., “should I use product by company X or Y”)

Modern chatbots also incorporate web search functionality, allowing large language models, which possess their understanding of your company and products, to supplement that knowledge with up-to-date search results. As a result, SEO is more important now than ever.

 

Media coverage for your company

Besides SEO, recurring visibility through media coverage is a key activity that significantly affects AI. That means getting published in top media outlets around the world; a pay-and-spray approach, where news is distributed via a newswire, no longer works.

Why is the top media so important? Globally recognized media outlets, with numerous readers and sources that link to them, are highly trusted among both search engines and AI chatbots.

Getting published is a recurring activity; you can’t just do it once and forget. Large Language Models providers, which are behind ChatGPT and other chatbots, regularly scan the whole internet to find new articles and references to your company or your products. This means you need to regularly create new content to ensure it remains up-to-date and visible to users, search engines, and AI chatbots.

 

Best practices for media coverage for AI visibility

• Building relationships with the journalists and being a good source. This increases your chances of getting published in relevant media.
• Do not spam journalists with non-relevant news. Don’t send your tech startup press release to a Cosmo editor.
• International media (most AI chatbots heavily lean on articles and content in the English language, even for local visibility, so your AI visibility is influenced by company mentions across the world in English)
• Newsworthy stories. Just having a new release of your awesome product is not enough; you need a story that is interesting to the media readers.
• Regular work on securing your company’s visibility in the media. That means finding right angles and newsworthy stories for your company and pitching them to the relevant journalists.

 

Media coverage and your sales pipeline

For small companies or startups, publishing in top media outlets may be too much work, given that the primary focus is on developing a product, growing sales, and doing marketing.

Press relations and media coverage give you direct benefits that affect your sales pipeline, in addition to your marketing efforts:

• Shortened sales cycles with 20%…35% reduction in length (time to close a deal)
• 30%…50% higher conversion rates
• Cold outreach easier with 25%…45% improvement in response rates.

 

Executing PR and getting media coverage

There are many ways to do PR, depending on the size of the company and your plans for achieving international visibility.

• Founder-led PR, which establishes the founder (or CEO) as a thought leader and builds a strong relationship between the media and the company
• PR & comms professionals in your company (probably at the latter stage of the company)
• PR Agency experienced in international growth and getting you media coverage (like San Francisco PR Agency)
• AI-powered PR platform Valosan, which combines AI tools, proven strategies, and local/industry-aware freelancer work to achieve results in PR.

 

Get to know your AI visibility and how to improve it with Valosan AI