As a significant portion of search migrates to generative AI platforms, traditional search engine optimization techniques are becoming inadequate. To address this shift, Padilla, an integrated public relations and marketing firm, has launched Padilla GEO 3D, a new service designed to improve how brands and organizations appear in GenAI search results. The service follows a three-pronged Generative Engine Optimization (GEO) approach to build authority and ensure accuracy in AI-generated responses.
Padilla has launched GEO 3D, a service to optimize brand presence in GenAI search results.
The three-step methodology is Discover, Develop, and Deliver.
It prioritizes securing citations and mentions on authoritative, trusted sources.
The approach emphasizes clear, consistent messaging across earned media.
It includes training spokespeople to become credible sources quoted by AI.
GEO is positioned as an evolution of traditional SEO for the AI era.
Padilla GEO 3D uses a three-dimensional methodology centered on prioritization, content creation, and spokesperson optimization. The service first audits a brand's current presence on AI platforms and benchmarks it against competitors. It then develops AI-centric content recommendations, such as securing citations and implementing schema markup. Finally, it delivers by creating content and securing placements in high-authority outlets that AI tools rely on.
Matt Kucharski, president at Padilla, explained the necessity for this new service, stating, “A significant portion of search is now being done using large language models, and the techniques used for search engine marketing and search engine optimization are inadequate in a GenAI world. Padilla GEO 3D helps brands show up – and show up accurately – in this new environment.”
The approach recognizes that AI tools lean heavily on trusted sources like national media, trade outlets, and wikis. By targeting these authoritative sites with clear, consistent messaging, brands can train AI models to recognize and repetitively use their key information, leading to more frequent and favorable appearances in AI-generated answers.
Rosalie Morton, senior vice president of Channels at Padilla, emphasized the strategic importance, saying, “GEO makes PR more important than ever for brands, and your earned and owned strategy should be developed through a new GEO lens. With Padilla GEO 3D, we ensure your GenAI strategy doesn’t just address current platforms and trends but is future-proofed for the evolving landscape.”
This service represents a fundamental evolution from SEO to GEO. It positions strategic public relations, earned media, and credible spokesperson development as the primary levers for building the authority and relevance required for success in the new paradigm of AI-driven search and information discovery.
Padilla is a full-service agency that transforms brands and organizations through strategically creative communications. Our work across a range of industry sectors is consistently recognized by the PRWeek Awards, PRovoke IN2 SABRE Awards and PRSA Anvil Awards, among others. Padilla operates in seven cities in the U.S. through its family of brands, which includes SHIFT (performance communications), FoodMinds (food and nutrition affairs) and Joe Smith (brand strategy). As an AVENIR GLOBAL company and a founding member of the Worldcom Public Relations Group, the agency provides services to clients through 115 offices worldwide.
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