The New AI Search Paradigm:Understanding PESO andPublic Relations
A Guide to AI for SMBs, Entrepreneurs and Enterprises - A 3 Part Series
Welcome to part three of a three-part series exploring the PESO Model in the Age of AI.
PESO: Good Writing As Seen By GEO and E-E-A-T
The PESO framework (Paid, Earned, Shared, Owned) has been a backbone of modern communications and public relations. But with AI reshaping how people search, discover, and trust information, the way each channel works—and works together—is changing.
Here’s how AI is rewriting PESO, and here are four key tips showing SMB leaders how they can adapt and thrive in the new world of AI-driven search.
1. Paid Media: From Broad Targeting to AI-Powered Precision
The old way: SMBs often had to rely on trial-and-error campaigns with limited budgets. Testing creative, adjusting targeting, and analyzing results took time.
The AI shift: Platforms like Meta, Google, and LinkedIn are now deeply AI-driven. Their algorithms automatically test variations of ads and learn which combinations (headline, creative, audience) convert best. AI tools (e.g., Jasper, AdCreative.ai) let even small teams create dozens of ad variants instantly.
Example for SMB: A boutique dental practice can run localized campaigns where AI automatically learns which ad copy (“same-day crowns” versus “affordable smile makeover”) gets more clicks, instead of guessing upfront.
Takeaway: Don’t fight the algorithm; feed it more creative options. AI thrives on volume and variety.
2. Shared Media: From Virality to Algorithmic Lift
The old way: Success on social depended on “going viral” or posting at the right time.
The AI shift: Algorithms are now trained on nuanced engagement patterns—not just likes and shares, but dwell time, saves, and even sentiment. AI tools can predict what formats resonate with your audience (carousel versus video versus short-form text) and optimize posting schedules automatically.
Example for SMB: A local fitness studio uses AI-powered social tools to track which workout tips perform best. It learns that quick, 15-second demo reels with captions drive more engagement than static posts. AI scheduling then pushes posts out when the audience is most likely to engage.
Takeaway: Don’t chase virality. Instead, use AI analytics to identify repeatable engagement signals and double down.
3. Owned Media: From Content Production to Structured Authority
The old way: Blogs, newsletters, and websites were the “home base” for brand storytelling and SEO.
The AI shift: AI is both a content generator and a reader. Tools can help SMBs and entrepreneurs create blogs, FAQs and guides by fast-tracking research*, but the real key is structuring them so AI recognizes the brand as an authoritative source. This means clear authorship (byline, expertise), structured data (schema markup), and well-documented sources.
*Note: yes, many companies are now having AI simply write their enterprise’s content. We won’t tell you not to do it, but suggest that you give thoughtful consideration to your brand presentation in the marketplace, accuracy of content and unique voice. You may decide that completely AI-driven content is not for you.
Example for SMB: A SaaS startup writes a “How to automate invoices” guide. With schema markup, author bio, and outbound citations, it’s more likely to be pulled into AI-generated answers when people search “best invoice automation tips.”
Takeaway: Think less about word count, more about structure and credibility signals. AI rewards what looks trustworthy. For example, a niche home-cleaning service can run AI-optimized carousel ads linking to a blog post with a case study, author credentials, and FAQ schema.
Journalists’ Writing: The World of Earned Media
Before: Quality coverage by journalists and thoughtful contributed article showcasing expertise were highly prized - now even more so in the world of AI-driven search. So - things haven’t changed, just the need for quality media coverage for your SMB, entrepreneurial venture or enterprise thought leadership is more highly valued than ever.
Now: AI wants written information that it can cite—data pieces, surveys, expert op-eds and the authentic, trusted, third party voice of the recognized journalist.. Even without direct backlinks, AI may use this content in answers.
Example: A non-profit made its team of mission experts available to the media, lending their expertise to the journalist’s research on a wide variety of popular, scientific and cause-based topics. This resulted in close to 90 top-tier media citations within a year’s time - and skyrocketed their visibility in the digital world. A celebrity contacted the non-profit to lend support and when asked how the celebrity found them, he replied that regardless of how he structured search queries, the organization was always the first result delivered.
Shared Media
Before: Chasing virality.
Now: AI identifies meaningful signals—dwell time, comments, shares, and saves. Use AI tools to test formats and times.
Example: A personal trainer posts 30-second workout reels. AI analytics show they drive longer session times, prompting similar content.
Owned Media
Before: Blog and newsletter publishing.
Now: Build writing that delivers structure, some technical underpinning and most of all—good writing, including:
● FAQs with schema
● Author information
● Citations
● Multimedia with transcripts
● Pillar content clusters (topic hubs) for SEO and AI depth
● Example: A Stockholm fintech SMB publishes “Complete Guide: Starting a Side-Hustle Business in Sweden,” with bylines, research, internal linking, and facts. AI surfaces it for queries like “side hustle laws Sweden.”
Practical Recommendations for SMB and Enterprise Leaders (Structured Checklist)
GEO Fundamentals
● Be sure to add captions for images and alt text, which the experts call “contextual naming.”
● Video is great! Don’t forget to transcribe the audio and include those captions.
● Style content so it’s easier for AI to read. Think direct answers, bullet points, and key takeaways.
● Build “clusters” of topics, using strategies like pillar pages and supporting posts.
E-E-A-T Signals
● Include real author bios with their qualifications.
● Add the previously-discussed technical structure (schema markup) for authors, FAQs, and articles.
● Present your original research and case studies, or cite the original work and case studies of others. Always attribute the source correctly.
● Ensure you have the elements that build trust in your site. The “signals” of doing business correctly. Include contact information, policies, HTTPS, and privacy precautions.
PESO and AI Integration
● Paid: Launch diverse ad variants linked to structured, credible landing pages.
● Earned: Create content AI will cite, such as original data and expert commentary.
● Shared: Optimize for AI engagement—not virality, but meaningful dwell and shares.
● Owned: Build structured, authoritative, and retrievable content for AI systems.
Thoughtful Reflections
As I’ve led public relations work for a number of small businesses and entrepreneurial enterprises, the shift to AI responsiveness has become clear. It’s clear that the quality and credibility continue to drive trust, credibility and search results; even more so in today’s AI world.
Now more than ever, sharing your unique voice, business perspective and industry expertise with qualified journalists delivers market-driving media coverage that AI search values - and elevates.
But the rest of your marketing strategy and content creation demands that you must be discoverable, trusted, and structured for machines as much as for people.
GEO redefines visibility. E-E-A-T defines legitimacy. The PESO model, layered onto this foundation, empowers you to work strategically to earn digital visibility, and to create the best platform for your original, thoughtful content. Your content isn’t just for people anymore. It’s the calling card for AI technologies which organize and present your valuable insights to the people you wish to connect with.
Be valuable. Be trusted. Be structured.
Want to learn how to turn your PESO and Public Relations Expertise into AI Search Engine visibility for your marketplace?
Book a no-obligation appointment HERE.
Email: info@prapublicrelations.com | +1.503.298.9749
