How to optimize your newsroom for SEO & GEO | Presspage

For years, PR teams were told to “think like publishers.” Get your keywords right. Rank on page one. Win the click.

But that playbook is starting to unravel.

As teams look ahead to what 2026 has in store, one shift is hard to ignore: AI systems will be the ones deciding which brands get seen and which don’t. In fact, estimates suggest that 20-50% of traditional search traffic is already at risk.

For newsroom content, that’s a big shift. You’re no longer optimizing only for rankings, but for the chance of being selected, understood, and reused by AI.

Enter: Generative Engine Optimization (GEO).

Don’t get it twisted – SEO still matters. But GEO focuses on whether your content is clear, authoritative, and structured enough for AI systems to confidently reuse it in their answers and attribute it back to you.

In this guide, we’ll break down SEO and GEO in plain English, specifically for newsroom and PR teams. You’ll learn where AI discovery happens, what’s changed (and what hasn’t), and how to adapt your newsroom content without reinventing your entire workflow.

Why SEO and GEO Matter for Today’s Newsrooms

Before you worry about another acronym, here’s the good news: most of what you already do for SEO still applies.

Clear structure. Descriptive headlines. Logical internal links. These “old SEO tricks” are the foundations that help both search engines and AI systems understand your content.

What has changed is where that understanding gets applied.

For PR teams, this matters because visibility isn’t the only thing at stake. When your newsroom content isn’t clear or structured enough, AI systems still answer questions, just without your input. That’s when nuance gets stripped, context goes missing, and attribution becomes unreliable.

Worst case? AI fills the gaps with assumptions, outdated info, or third-party sources that don’t reflect your position at all.

That’s why getting this right matters. SEO helps your newsroom content get indexed, ranked, and clicked. GEO builds on the same foundations, but determines whether your content is selected, summarized, and cited by AI systems.

For most newsrooms, the fix is simple: tighten what already works.

What Is GEO vs SEO for PR Newsrooms?

Now that we’ve established why both concepts matter, let’s get specific about what SEO and GEO mean in a newsroom context. Because while the concepts overlap, they serve different roles in how your content gets discovered and reused.

What Is SEO in the Newsroom Context?

SEO makes sure your newsroom content shows up when people go looking for it and that search engines actually understand what they’ve found.

In practice, this means structuring PR stories and releases so search engines can immediately grasp what the story is about, why it matters, and how it connects to the rest of your newsroom.

Strong SEO for PR professionals typically comes down to:

• Researching the keywords and questions your audience searches for
• Structuring content around those terms without ‘stuffing’ them
• Using clear, descriptive, keyword-aligned headings
• Linking internally to related announcements, updates, and background stories
• Linking externally to trusted sources when referencing statistics or data
• Creating clean metadata (H1, title tag, URL slug, meta description) that reinforces context
  
  

Done well, SEO helps your newsroom content appear at the moment journalists, stakeholders, and audiences go looking for it.

What Is GEO in the Newsroom Context?

GEO is about making sure your newsroom content can be used, not just found.

It focuses on whether AI systems can confidently understand, extract, and reuse your content when generating answers. That includes AI-powered search results, summaries, and answer engines, often without sending traffic back to your site.

Systems need to quickly realize who is speaking, what is being stated as a fact, what the announcement really means, and which source is credible enough to cite.

Practically, GEO-ready newsroom content is built by:

• Making authorship, dates, and sources explicit
• Leading with a clear summary that answers the main question immediately
• Structuring stories using an inverted pyramid structure, with the most important information at the top
• Writing headings and subheadings that reflect real questions audiences ask
• Using plain, non-salesy language and avoiding implied context
• Structuring content so key facts stand on their own
• Reinforcing credibility through consistent publishing and attribution
  
  

If you nail your GEO strategy, you increase the chances that your newsroom content is accurately summarized, correctly attributed, and surfaced when AI systems answer questions about your brand.

To summarize: SEO vs. GEO in Online Newsrooms

Where GEO happens: The Channels that Matter most 

The tricky bit about GEO is that it doesn’t live in one place. It plays out across a growing set of AI-driven search and answer experiences where your brand newsroom content may be cited.

Understanding where this happens helps PR teams prioritize how they structure and publish content.

AI Overviews and AI Search Results

AI-driven search results are increasingly the first thing users see. It shows up as a synthesized answer pulled from a number of sources.

These include:

• Google AI Overviews, which summarize answers directly in search results
  
• Bing / Microsoft Copilot–style summaries, where AI combines web results into a single response

In these environments, visibility depends less on ranking first and more on being understandable and trustworthy enough to be included at all.

Answer Engines and AI Assistants

Beyond search engines, GEO also plays out inside dedicated answer tools and conversational AI interfaces.

Examples include:

• Perplexity, which cites sources directly in its responses
• Chat-based AI assistants like ChatGPT that answer questions conversationally using trusted web content

These systems often rely on newsroom-style content because it’s:

• Timely and factual
• Written to explain, not sell
• Published with clear ownership and attribution

For PR teams in 2026, this means your newsroom may be “read” by AI systems before it’s read by humans.

How to Get Started: Practical GEO & SEO Steps for Newsrooms

Enough theory. Let’s get into the practical steps you can take to move your newsroom from SEO-ready to GEO-ready.

Luckily, you don’t need to rebuild everything from scratch. Most improvements come from sharpening the basics you already control.

Here’s where to get started.

1. Own Authorship and Attribution

AI systems care deeply about who is speaking, so make sure to make authorship obvious in every online newsroom story.

Practically, this means:

• Clearly naming the organization and, where relevant, the spokesperson relevant to the release
• Including publish dates and update labels
• Attributing quotes, data, and claims explicitly

This helps AI systems distinguish facts from opinions and gives them confidence to reuse and cite your content.

Why this works: Same message. Very different outcome. The second version spells out ownership, timing, and attribution, leaving nobody guessing who is speaking.

2. Structure Content in a Question-and-Answer Format

AI systems are built to answer questions. Your content should reflect that.

Practically, this means:

• Writing headings that answer a specific question or state a clear outcome
• Using subheadings that mirror common “who / what / why / how” questions
• Making sure each section can stand on its own without relying on earlier context

This makes your content easier to extract, summarize, and reuse accurately.

Why this works: The headline frames a clear question. The summary answers it immediately. Each section contains standalone facts that can be accurately summarized or cited by AI systems.

3. Add Clear Summaries at the Top of Every Story

Don’t make readers – or machines – search endlessly for the point of your story. Otherwise you might lose them.

Start each newsroom item with a short summary that explains:

• What happened
• Why it matters
• Who it affects

Spelling out the most important takeaways supports both GEO (AI summaries and answers) and SEO (featured snippets and rich results).

Why this works: The story is identical. But by including a short summary at the top of the press release, it’s easier to read, extract, and reuse.

4. Use Plain Language (and State the Obvious)

In the GEO game, nothing sucks more than being cited – but incorrectly. AI struggles with implied context, so this is the moment to be unapologetically clear.

Practically this means:

• Avoiding internal jargon and shorthand
• Explain acronyms and industry terms
• Not assuming prior knowledge of your company or announcement

If something matters, say it directly. Clear beats clever every time.

Why this works: Clear language makes the intent obvious. When the facts are spelt out, there’s far less risk of confusion or misinterpretation. 

5. Publish HTML-first, not PDFs

AI systems are far better at interpreting HTML than downloadable files, and they strongly prefer content they can easily read and reference.

Practically, this means:

• Publishing stories directly in your newsroom, not as gated downloads
• Using PDFs as supporting assets, not primary content
• Making sure key facts live in crawlable, structured HTML text

Do this well, and you significantly improve both discoverability and reuse across search engines and AI-driven answers.

6. Strengthen Internal Linking across your Newsroom

A newsroom without internal links is a series of press releases. A newsroom with them is a knowledge base.

Show how everything connects to part of a bigger story by linking between:

• Announcements and relevant background stories
• Updates and earlier releases on the same topic
• Product news and related leadership or strategy commentary

Strong internal linking helps AI systems understand relationships between topics and reinforces your authority on the themes you want to own.

Why this works: Internal and inline “further reading” links turn a single announcement into a connected story. They give immediate context, guide readers deeper, and help AI systems understand how individual updates relate to your broader narrative.

7. Mark Up Content with Basic Schema

Schema is how you remove guesswork for machines.

It’s a cheat sheet that helps search engines and AI systems understand what your content is, who it’s from, and how it should be interpreted.

Practically, this means making sure your newsroom supports:

• Article or NewsArticle markup
• Clear author and organization information
• Publish dates and headlines

You don’t need to over-engineer this. Basic, consistent schema goes a long way, especially when applied across your entire newsroom.

Example of a Basic NewsArticle Schema

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "NewsArticle",
  "headline": "Company X updates supply chain operations following new EU regulations",
  "description": "Company X has updated its EU supply chain operations to comply with new regulations, affecting delivery timelines for European customers.",
  "datePublished": "2026-02-12",
  "dateModified": "2026-02-12",
  "author": {
    "@type": "Person",
    "name": "Jane Smith",
    "jobTitle": "Head of Communications",
    "worksFor": {
      "@type": "Organization",
      "name": "Company X"
    }
  },
  "publisher": {
    "@type": "Organization",
    "name": "Company X",
    "logo": {
      "@type": "ImageObject",
      "url": "https://www.companyx.com/logo.png"
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://www.companyx.com/newsroom/supply-chain-update-eu-regulations"
  }
}
</script>

How Presspage Helps Newsrooms Get SEO-
and GEO-Ready

All of the steps above are easier when your newsroom is built for structure, ownership, and clarity by default.

Presspage helps PR teams publish owned newsroom content in a way search engines and AI systems can understand. From HTML-first publishing and consistent structure to clear authorship and internal linking, Presspage helps newsrooms support both SEO and GEO without adding manual work.

Instead of retrofitting press releases for AI visibility, PR teams can focus on what they do best: publishing timely, authoritative stories, while knowing that the foundations for modern search and AI discovery are already in place.

FAQ about PR SEO & GEO in 2026

What is the difference between SEO and GEO for PR newsrooms?

SEO focuses on helping corporate newsroom content get indexed, ranked, and discovered through traditional search queries. GEO focuses on whether that same content is selected, summarized, and cited by AI systems when generating answers, often without a click to your site.

Do PR teams still need SEO if GEO is becoming more important?

Yes. GEO builds on SEO, it doesn’t replace it. Clear structure, strong headlines, internal linking, and metadata are still essential foundations, in 2026, they just support both search engines and AI-driven discovery.

How do AI systems decide which newsroom content to cite?

AI systems tend to favor content that is clearly structured, fact-based, and attributable. Newsroom content with explicit authorship, clear summaries, reliable sourcing, and plain language is more likely to be reused accurately in AI answers.

Can press releases appear in AI Overviews and answer engines?

Yes. Well-structured press releases published in HTML – with clear headlines, summaries, dates, and sources – are often used by AI systems, especially when they explain developments clearly and avoid sales-heavy language.

What’s the fastest way to make a newsroom more GEO-ready?

Start by tightening the basics: add clear summaries at the top of every story, make authorship and sources explicit, publish HTML-first, strengthen internal linking, and structure content using a question–answer mindset with key facts upfront.

The Takeaway

SEO gets your newsroom on the map. GEO decides whether it actually gets quoted.

In 2026, visibility is about whether your content is clear, credible, and structured enough for AI systems to pick up and pass on. The silver lining? You don’t need to start over. You just need a newsroom that’s built for modern discovery.

If you want to see what that looks like in practice – and what PR teams need to change now – join our upcoming live webinar:

The renaissance of owned media: 2026 PR playbook for AI search

📅 February 26, 2026
🕒 15:00 – 16:00 CET