How Digital PR Influences Google’s AI Rankings

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Google Highlights How Digital PR Can Influence AI Search Results

Google has reaffirmed that its AI-driven search continues to prioritise clear, relevant, and useful content when determining what to display to users.

In a recent discussion, Robby Stein, Google’s Vice President of Product for Search, shared insights into how digital PR efforts can indirectly improve a website’s visibility in AI-generated results. While he did not label PR as a formal ranking factor, he noted that being mentioned by reputable sites can help businesses gain recognition in AI search—much like how people rely on multiple credible sources when researching something online.

Mentions Matter in AI Recommendations

During the conversation, Stein compared how AI gathers information to the way humans do research. When asked what companies can do to rank better within AI results, he explained that AI tends to look for widely discussed or recommended businesses, particularly those cited by trustworthy sources or featured on top lists.

He said:

“The AI thinks a lot like a person would in terms of the questions it issues. If your business appears on well-known websites or in popular articles that many people read, those signals help AI find you.”

The podcast host, Marina Mogilko, linked this point to public relations work, noting that good PR campaigns can lead to these valuable mentions. Stein agreed, suggesting that strategic PR remains just as important in the age of AI.

He added that when AI evaluates businesses, it mirrors human decision-making—it looks for what others recommend. Therefore, gaining organic visibility through quality PR remains a powerful way to increase the chances of being recognised by AI systems like Google’s Search Generative Experience or even tools such as ChatGPT.

Mogilko also mentioned that while her friends may not have seen her PR-related articles, AI systems had. Stein confirmed this, explaining that AI models use Google searches as a tool to collect and interpret data, meaning that well-distributed PR coverage helps algorithms “notice” your business.

Creating Helpful Content Still Matters Most

The conversation then turned towards content quality, where Stein reinforced that the fundamentals of SEO remain relevant in the AI era. He said that helpful, clear, and well-structured information continues to be the cornerstone of both traditional search and AI-based discovery.

He explained that when AI compiles information to answer a query, it relies on the same principles as search ranking:

“Think of the AI doing the search on behalf of the user. It’s looking for the most reliable and relevant websites to include in its answer.”

In other words, if your content clearly addresses user needs and provides trustworthy insights, it is more likely to appear in AI-generated summaries or recommendations.

Reviews and Authenticity Still Play a Role

When asked about how reviews—especially paid ones—might affect AI visibility, Stein didn’t directly address the ethics of paid reviews but reiterated that AI behaves like a discerning human reader. It looks for helpful and trustworthy reviews, which can reinforce a business’s credibility. He also cautioned against focusing too much on any single factor, instead advising creators to maintain consistent best practices across their websites.

AI Optimisation and SEO Go Hand in Hand

Mogilko then asked if AI optimisation is essentially the same as SEO. Stein said there’s significant overlap but clarified that AI queries tend to be more conversational and complex, often relating to “how-to” questions, purchase decisions, or life advice—areas where people seek deeper understanding rather than quick facts.

He suggested that businesses and content creators should study how users interact with AI tools, learning what kinds of questions people ask and what topics are growing in popularity. This understanding can help shape strategies for visibility across both AI and search platforms.

Understanding AI Search Behaviour

The discussion also highlighted how search is evolving beyond text into what Stein described as a multimodal experience—where users interact through images, voice, or video alongside text.

When asked how brands can track what users are searching for, Stein pointed to Google Trends as a valuable, though often underused, tool. It provides real-time insight into trending topics and user behaviour, helping businesses tailor content that aligns with current interests.

He also mentioned that data from Google Ads and Search Console can offer estimates of search traffic, making them useful tools for understanding market demand. As people increasingly use AI and voice assistants for longer, more specific queries, he suggested that image and voice search optimisation will become more critical for digital visibility.

The Future of Search Transparency

Looking ahead, Stein revealed that Google plans to provide more transparency around how users are searching in the AI-driven landscape. He said the goal is to give everyone—not just advertisers—a better understanding of emerging search trends.

He concluded:

“Over time, as more people start searching in new ways, our systems need to evolve to reflect that behaviour.”

Key Takeaways

Digital PR can enhance AI visibility: Being mentioned on credible sites helps AI identify and recommend your business.
Helpful content is still the foundation: Clear, reliable, and useful information remains vital for both SEO and AI ranking.
SEO and AI are converging: Optimising for AI means thinking beyond keywords—understanding conversational and contextual queries is key.
Embrace multimodal search: With people searching using voice, images, and text, diversifying your content formats can improve reach.