From Backlinks to Bylines: Why SEO Is All About Digital PR

Thinking back to SEO five years ago always makes me smile. Back then, off-page optimization was predictable and straightforward: choose the right publisher, publish some articles, get backlinks, add the proper anchors — and boom, you’re climbing the rankings. The rule was clear: build more links than your competitor, and you’ll win.

But times have changed.

A lot of marketers are saying SEO is dead. Honestly, they’ve been saying that for at least 10 years now. The truth? SEO isn’t dead — it’s evolving. User behavior is changing, AI-powered tools like ChatGPT are rising, and people now demand more trust and expertise — all of which drive SEO’s evolution.

So, Is SEO Turning Into PR?

Short answer — yes. SEO today isn’t just about keywords and backlinks. It’s becoming part of something bigger: digital PR and brand positioning.

Why is this shift happening?

Three big reasons:

• Users have higher expectations.

• AI-powered search is on the rise.

• Brands need to show real credibility, not just rank.

  
  

Users Expect More Than Ever

We’re drowning in content. And most users no longer trust anonymous SEO copy or keyword-stuffed blog posts. They want to know who wrote the article, why they should trust it, and what the brand stands for.

People trust people, not faceless content machines. If you’re not building a brand voice, showing your team, and sharing your story, your SEO efforts may fall flat.

The Rise of AI-Powered Search

AI tools like ChatGPT are changing how people search. Instead of clicking through five tabs, users ask a question and get a clear, summarized answer in seconds.

Let’s look at the numbers:

• As of February 2025, ChatGPT had 400+ million weekly active users, up from 300 million just two months prior

• A study by Semrush found that traffic to websites from ChatGPT grew by 300% between July and December 2024

• According to Evercore, the share of users who consider ChatGPT their primary search engine grew from 1% to 8% throughout 2024

💬 Sam Altman, CEO of OpenAI, said:

“The future of search is conversational. Users want direct, accurate answers — and AI is ready to deliver that.”

What Does the Rise of AI Search Mean for Your Brand?

The rise of AI search means your brand can no longer rely on traditional SEO alone. Instead of just ranking on Google, you need to build trust, authority, and visibility across the entire web, because that’s what AI tools like ChatGPT look for. They surface brands mentioned often, backed by real people, and consistently present across platforms.

To stay visible, you must treat content like PR and optimize for reputation and brand positioning, not just keywords.

Let’s break it down into three core areas — with tips, examples, and low-competition keywords you can start targeting now.

✅ ChatGPT SEO Tactics: How to Increase Visibility

Want to show up in ChatGPT’s answers?

Try this:

• Use named authors with credentials.

• Add author bios, LinkedIn profiles, and photos. AI doesn’t trust anonymous content.

• Get cited by other reputable sources.

• Focus on getting featured in industry blogs, media outlets, and podcasts.

• Stay consistent with your messaging.

• Align your story, offers, and branding consistently across every channel — your website, social media, and press coverage.

• Avoid low-quality backlink schemes.

• AI gets better at detecting fluff and manipulation. Focus on quality over quantity.

• Optimize your content: Start your article with a short and contextual response to immediately address the reader's intent. Avoid long introductions, as they can distract or delay engagement. Use bullet points within the article to improve clarity and readability. If the article covers multiple questions, make sure to provide a clear answer to each one directly under its corresponding heading.

• Use keywords the way real people talk: Instead of stuffing formal, robotic phrases like "AI content optimization solutions", use natural, human-sounding phrases like "how to show up in ChatGPT search" or "what AI says about my brand" . AI tools favor content that matches real user questions.

  
  

💬 Marie Haynes, SEO consultant:

“Entities and authorship are the new backlinks. If you’re not building a content brand that’s cited, mentioned, and respected — AI will overlook you.”

LLM Content Source Optimization: Speak AI’s Language

LLMs like Chat GPT don’t crawl like Google. They absorb content from trusted, structured, and human-centered sources.

Here’s how to optimize for that:

• Structure your posts clearly

• Use H2s, bullet points, summaries, and short paragraphs.

• Include verifiable facts and cite sources

• Even internal data (“42% of our users...”) boosts trust.

• Build topical authority with content clusters

• Don’t just publish one post per topic. Create a mini-library on your niche.

• Cross-publish

• Share your insights on Medium, LinkedIn, Reddit, and relevant forums and platforms LLMs often pull from.

AI-Generated Content Reputation: Manage What the Model “Thinks”

What does ChatGPT say when you ask it about your brand? You have work to do if the answer is inaccurate or outdated.

How to manage your AI reputation:

• Check your brand in ChatGPT and Perplexity

• Ask, “What is [Your Brand]?” — then fix any issues you find.

• Publish updated information in high-authority places

• Issue corrections, clarify details, and push the accurate story.

• Encourage third-party reviews and UGC

• Reddit threads, Quora answers, and YouTube videos all help build trust in AI training data.

• Track mentions

• Use tools like Brand24 or Google Alerts to monitor your online reputation and respond when necessary.

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💬 Lily Ray, SEO Director at Amsive Digital:

“We’re entering the AI Reputation Era. Your content isn’t the only thing that matters — how you’re described and referenced by others will define your visibility in AI search.”

Brands Doing This Right

Ahrefs — Expert-Led Content, Webinars, and SEO Education

Ahrefs publishes detailed, actionable guides written by real SEO experts. They back their content with original research and data that other blogs and media constantly cite. But they don’t stop there — Ahrefs runs regular webinars and maintains a free SEO academy, where their team teaches core concepts like link building, keyword research, and technical audits.

Why this works in AI search:

By combining content, education, and public expertise, Ahrefs builds a strong digital footprint. AI tools like ChatGPT notice that footprint and often refer to it as a reliable SEO authority.

Canva — Real User Stories, Design School, and Community Events

Canva showcases how real people, from small business owners to nonprofits and teachers, use its tools. They publish those stories across their blog, social media, and video channels. They also created Canva Design School, a free learning hub that offers tutorials, templates, and complete courses on design. Plus, they run live workshops and webinars for educators and marketers.

Why this works in AI search:

Canva doesn’t just promote a product — they build a brand that teaches and connects. It positions them as a creative authority, which AI tools recognize and often surface in design-related queries.

Zapier — Clear Guides, Webinars, and Thought Leadership

Zapier blends in-depth tutorials with content that tackles bigger topics like remote work and automation trends. Their team hosts webinars, partners with influencers, and participates in industry panels. They use real names and stories and a clean, consistent structure in everything they publish.

Why this works in AI search:

Zapier shows up in conversations and trusted content hubs across the web — precisely the type of presence that makes AI models pay attention.

Final Thoughts

SEO isn’t dying — it’s growing up.

We’re moving from a world of backlinks to a world of bylines, mentions, and trust. And as AI tools reshape how people search, the brands that adapt — by blending digital PR, expert content, and reputation-building — will be the ones who stay visible.

Ready to make that shift? For more insights on evolving marketing strategies, visit our digital marketing blog for the latest trends and expert advice.