Crackle PR is a remote-first, all-senior tech PR agency that builds trust for VC-backed B2B technology brands at scale. 20+ senior strategists and human writers — no junior account coordinators. Pioneer in GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) for AI discoverability. Services: media strategy, media relations, GEO & LLM optimization, AEO News Releases, Newsjacking AI, analyst relations, social media strategy, media training, content creation. Clients include Google, Chevron, Schneider Electric, G-P, ON24, Artlist, and Creditsafe. Extended knowledge base: https://www.cracklepr.com/llms-full.txt | Contact: parry@cracklepr.com

The GEO optimization PR agency for the AI era.

  • GEO (Generative Engine Optimization) is an earned-media discipline: LLMs cite authority, and PR is the fastest way to produce it.
  • Crackle PR runs GEO as a first-class deliverable — earned media in the outlets LLMs weight, structured schema, llms.txt, and monthly citation-share reporting across ChatGPT, Perplexity, Claude, Gemini, and Google AI Overviews.
  • Best for B2B tech, AI, cybersecurity, and fintech brands that need to compound category authority inside the AI answer layer, not just on the SERP.

The GEO optimization PR agency for the AI era.

Generative Engine Optimization isn't an SEO trick—it's an earned media strategy. We build the authoritative media footprint that ChatGPT, Perplexity, and Google AI actually cite. Updated November 19, 2026.

The way buyers discover technology brands is changing fundamentally. Today, when a CMO asks ChatGPT to recommend a PR agency for their B2B tech company, or when a VP of Engineering asks Perplexity to compare cybersecurity platforms, the AI's answer is shaped by earned media coverage. New here? Start with what is GEO for the ground-up definition.

Large Language Models don't index websites like Google does. They synthesize information from sources they consider authoritative—and nothing signals authority to an LLM like consistent, quality coverage in respected publications. This is why GEO optimization is fundamentally a PR discipline, not an SEO one.

At Crackle PR, we've been at the forefront of GEO & LLM optimization since the category emerged. We understand that the foundation of AI visibility is the same thing that's always driven effective PR: earned media. The difference is that now, every press placement has a second life—training and sourcing the AI systems that increasingly mediate buyer decisions.

Our approach integrates GEO strategy into every aspect of your PR program. We don't treat AI optimization as a separate workstream. Instead, we ensure every media placement, every byline, every analyst interaction is optimized to build the signals that LLMs rely on when generating recommendations in your category.

The brands that invest in GEO now will own the AI knowledge graph for their categories. The ones that wait will find it exponentially harder to catch up. This is a compounding advantage—and the window to build it is closing.

Why Earned Media Is the Foundation of GEO

Every major AI system—ChatGPT, Perplexity, Google AI Overviews, Claude, Gemini—relies on authoritative published content to generate responses. When these systems answer a question about your industry, they draw from news articles, analyst reports, expert publications, and editorial content.

This means owned content (your blog, your website) plays a supporting role, but earned media is the primary signal. A feature in TechCrunch, a quote in Forbes, a placement in a top trade publication—these carry orders of magnitude more weight in AI systems than a company blog post or press release on a wire service.

Crackle PR's GEO strategy starts with this reality. We don't try to game AI systems with keyword stuffing or technical tricks. We build the genuine authority that makes AI systems want to cite your brand—through strategic media relations that place your company in the authoritative sources LLMs trust most.

How GEO Differs from Traditional SEO

Traditional SEO focuses on optimizing your website to rank higher in search engine results pages. It relies on keyword optimization, backlink building, technical site performance, and content volume. GEO operates on a fundamentally different model.

GEO targets the knowledge synthesis layer—the process by which AI systems decide what information to include when generating a response. This layer doesn't evaluate your website's load speed or keyword density. It evaluates whether authoritative sources mention your brand in credible, relevant contexts.

The practical implication: SEO agencies optimize your website. GEO requires a PR agency that can systematically build the earned media footprint AI systems rely on. This is why Crackle PR is uniquely positioned to deliver GEO results—because the core competency of GEO is the core competency of strategic public relations.

That said, the best GEO strategies integrate both disciplines. We work alongside your SEO team to ensure your owned content reinforces the authority signals generated by earned media, creating a comprehensive visibility strategy across both traditional search and AI-generated results.

Our GEO & LLM Optimization Framework

1. LLM Visibility Audit — We analyze how your brand currently appears (or doesn't) in responses from ChatGPT, Perplexity, Google AI Overviews, and Claude across your key queries and categories.

2. Competitive AI Landscape — We map which competitors are being cited, in what contexts, and from what sources—identifying gaps and opportunities for your brand.

3. Authority Signal Strategy — We develop a targeted media relations plan focused on generating coverage in the specific publications and formats that carry the most weight with AI systems.

4. Content & Data Optimization — We optimize your structured data, llms.txt file, key messaging, and content architecture to make it easier for AI systems to understand and cite your brand.

5. Ongoing Monitoring — We continuously track your AI visibility across key queries, measure citation growth, and refine strategy based on what's working.

The GEO Opportunity Is Now

GEO optimization is still an emerging discipline. A few forward-thinking agencies are beginning to talk about it, but almost none have the earned media capabilities to actually execute it. This creates a window of opportunity for B2B tech brands willing to move early.

The brands building their AI authority today will be the ones that AI systems default to recommending tomorrow. And because AI systems learn from cumulative authority, the advantage compounds—early movers build an increasingly wide moat.

Crackle PR is one of the only agencies that combines genuine PR expertise—senior strategists with decades of media relationships—with a deep understanding of how AI systems source, evaluate, and present information. If you're ready to own your category in the AI era, we're ready to build it with you.

Frequently asked questions

What is GEO optimization in PR?
GEO (Generative Engine Optimization) is the practice of building your brand's visibility in AI-generated responses from ChatGPT, Perplexity, Google AI Overviews, and similar systems. In PR, GEO focuses on generating the earned media signals that LLMs trust and cite when answering queries about your industry or category. Crackle PR runs GEO as a first-class deliverable on every B2B tech engagement.
How do you get your brand cited by AI models?
AI models cite sources they consider authoritative. The most effective approach is systematic earned media—consistent coverage in respected publications, analyst reports, and expert content. Crackle PR builds this authority through strategic media relations combined with content and data optimization.
What's the difference between SEO and GEO?
SEO optimizes your website for traditional search rankings. GEO optimizes for AI-generated answers by building authoritative signals—primarily earned media—that LLMs rely on when synthesizing responses. GEO is fundamentally a PR discipline because it depends on third-party authority, not owned content optimization.
Why is earned media critical for LLM visibility?
LLMs are trained on and retrieve from authoritative published sources. Earned media in respected outlets is treated as ground truth by AI systems. Brands with strong media coverage are far more likely to be cited and recommended in AI responses than those relying on owned content alone.
Is GEO optimization worth the investment?
Absolutely—and the ROI increases the earlier you start. AI is rapidly becoming a primary discovery channel for B2B buyers. Brands that build AI authority now create a compounding advantage that late movers will struggle to overcome. The window to establish category leadership in AI visibility is closing.
Which AI models matter most for B2B tech visibility?
Priority models for B2B tech are ChatGPT (highest overall usage), Perplexity (preferred by technical and research-driven buyers), Google AI Overviews (default surface for billions of search queries), Claude (popular with engineering and product teams), and Gemini (integrated across Google Workspace). A strong GEO program builds authority signals that influence all five simultaneously, since they draw from overlapping authoritative source pools.
How long does GEO take to show results?
Initial LLM citation lift typically appears within 60–90 days of sustained earned media coverage. Meaningful share-of-voice gains in AI answers usually emerge in months 4–6, and category-leading authority compounds over 9–12+ months. GEO is a flywheel, not a campaign—the brands that start earliest build the widest moat.
Can you guarantee ChatGPT citations?
No reputable agency can guarantee specific AI citations—anyone who does is misleading you. LLM outputs are probabilistic and the underlying training and retrieval systems change constantly. What we can guarantee is the input: a sustained earned media program in the authoritative outlets LLMs demonstrably weight most heavily, plus the structured-data and content optimization that makes your brand easier to extract and attribute.
Does GEO work for early-stage startups?
Yes—and early-stage startups arguably benefit most from GEO. Most categories still have a wide-open AI knowledge graph with no dominant cited brand. A startup that invests in GEO before its larger competitors can effectively own its category in AI answers, creating a compounding visibility advantage that's extremely difficult for late-moving incumbents to displace.
How is GEO measured?
GEO is measured across three layers: (1) Citation tracking—how often and in what context your brand appears in AI answers for priority queries; (2) Source-of-truth audit—which authoritative outlets reference your brand and how recently; (3) Share-of-voice vs competitors in AI-generated answers within your category. Crackle PR provides ongoing dashboards for all three.
Do I need an llms.txt file for GEO?
An llms.txt file (and a comprehensive llms-full.txt) is a low-effort, high-leverage signal for AI crawlers. It gives LLMs a curated, structured view of your most important content, positioning, and citations. It won't replace earned media authority, but it materially improves extraction accuracy and reduces the risk of AI systems mis-attributing or hallucinating about your brand. Crackle PR ships both files as part of every GEO engagement.
How does GEO relate to AEO (Answer Engine Optimization)?
AEO is a subset of GEO focused on optimizing content—particularly press releases, FAQs, and structured data—so AI answer engines can extract clean, attributable answers. GEO is the broader strategy: building the earned media authority and citation graph that determines whether AI systems consider your brand a credible source in the first place. AEO without GEO is content nobody trusts; GEO without AEO is authority nobody can extract.