Traditional search Vs AI LLMs

The future of search is likely a hybrid model where AI and traditional search methods coexist. Our recent PRCA Generative Engine Optimisation (GEO) training reinforced this message, and also reflects what we are seeing in our own work with clients.

While users are increasingly relying on ChatGPT and similar LLMs for search-like tasks, it has not replaced traditional SEO, with Google continuing to dominate. It is also worth noting that YouTube is still the world’s second-largest search engine, and TikTok drives millions of searches every day. Generative results, such as Google’s AI Overviews, are appearing more often, but they sit alongside, not in place of, established search formats.

Where AI finds its information – and why PR matters

As more businesses wish to expand reach and feature in AI overviews and LLM search responses, exploring what types of content are prioritised and which sources are being used by AI LLMs is the natural starting point.

LLMs draw from large, diverse datasets including Wikipedia, Forbes, Reddit, Amazon, national news sources and trade news outlets, among others. This is where PR becomes critical. Strong media coverage signals authority. In fact, studies show that 61% of AI generated content about top brands is drawn from editorial news coverage.

The more credible coverage that is available online about your business, the greater the opportunity for this content to be surfaced in Google AI Overviews and LLM generated answers.

What this shift means for businesses creating content

In LLM-led search behaviour, there is a shift from the keyword-based, shorthand searches quintessential of search behaviour in Google, to a more conversational and detailed question and answer approach. As users are phrasing questions conversationally rather than relying on keywords, creating content for search needs to look beyond keywords and explore target topic clusters, user intent, and the many ways people might ask a question.

Content that performs well is clear, structured and aligned with natural language. FAQs, explainers and well-organised pages make it easier for content to be interpreted.

A strong case for the built environment

Across the bult environment and in niche sectors with fewer competing sources, this can also increase the likelihood of being discovered.

A strong content strategy combined with targeted PR activity can give you the advantage. High-quality owned content supported by authoritative editorial coverage creates the footprint AI models rely on.

Although search behaviour is becoming more varied, the fundamentals remain the same. Quality content, credible sources, audience insight, and technical clarity still matter. For businesses in the built environment, where expertise and reputation are central to market positioning, this combination is increasingly powerful.

If you’d like to explore how PR, SEO and GEO can work together to increase visibility, strengthen reputation and help potential clients find your business more easily, get in touch .