As AI Search transforms how people discover brands online, marketers face a new challenge: how do you measure success when AI doesn’t show rankings?
For years, SEO reporting focused on keyword positions, impressions and click-through rates. But with the rise of ChatGPT, Google’s AI Overviews, Perplexity and Gemini, users are increasingly receiving direct answers instead of browsing traditional search results.
This shift has created a new discipline: Generative Engine Optimisation (GEO). Rather than simply improving search rankings, GEO is about increasing your brand’s visibility within AI-generated responses. For businesses working with an award-winning PR Agency Sydney, this means building authority through earned media, expert commentary and trusted third-party validation.
The question is no longer, “Where do we rank?” Instead, it’s “Is our brand being trusted, cited and recommended?”
Measuring Success in AI Search
Unlike traditional search engines, AI platforms don’t display a fixed list of ranked websites. Instead, they pull information from multiple credible sources to generate answers.
That’s why Generative Engine Optimisation is built around authority rather than rankings. At Agent99, our Digital PR services now include GEO reporting because these metrics provide a far better indication of long-term visibility than keyword positions alone.
Here are the five GEO metrics we believe matter most.
1. Share of Voice
Share of Voice measures how often your brand is mentioned compared to competitors.
When your business consistently appears in quality media, industry publications and expert commentary, AI platforms are more likely to recognise your brand as an authoritative source.
The stronger your Share of Voice, the greater your opportunity to appear in AI-generated responses.
2. Brand Searches
A rise in branded search volume is one of the strongest indicators that PR activity is working.
Instead of only measuring generic keywords, we monitor searches for company names, executives and products. As awareness grows through earned media, branded searches often increase, reinforcing your authority across both traditional search and AI Search.
3. Media Mentions
AI systems favour credible sources.
Coverage across respected publications strengthens your digital footprint and helps establish trust. That’s why an integrated B2B & Corporate PR strategy is becoming increasingly valuable.
Rather than counting media clips alone, we assess publication quality, audience relevance and how effectively key messages are communicated.
4. Brand Sentiment
Being visible isn’t enough. Brands also need to be trusted.
Positive media coverage, expert commentary and consistent messaging strengthen your reputation online. We measure sentiment alongside media coverage to understand how a brand is being perceived, as this influences long-term authority.
5. Referral Traffic
Quality media coverage should generate more than awareness.
We also measure referral traffic from earned media, tracking how many visitors arrive via editorial coverage and whether they engage with content, enquire or convert. These outcomes demonstrate that PR is delivering tangible business value, not just publicity.
Case Study: Felicity Furey
One example of this approach is our work with engineer, entrepreneur and STEM advocate Felicity Furey.
Rather than focusing solely on SEO, Agent99 developed a thought leadership strategy that positioned Felicity as a leading voice on innovation, leadership and the future of work. Through strategic media relations and expert commentary, we secured widespread coverage across respected national and industry publications.
The result was far more than media exposure. The campaign built a network of trusted third-party references that strengthened Felicity’s authority online, which is exactly the type of digital footprint AI platforms increasingly rely upon when identifying credible experts.
It’s a great example of how strategic PR supports both traditional search visibility and AI Search Optimisation.
You can explore more examples of our work on the Clients page.
How Agent99 Measures GEO
As an integrated PR and Digital PR agency, we’ve evolved our reporting to reflect how search is changing.
Alongside traditional PR metrics, we now report on:
- Share of Voice
- Brand search growth
- Media quality and authority
- Brand sentiment
- Referral traffic and engagement
- AI Search visibility observations
This provides clients with a much clearer understanding of how PR contributes to brand authority and discoverability across AI-powered search experiences.
For us, GEO reporting is no longer an optional extra, it’s a core part of demonstrating PR impact.
The Future of PR and AI Search
As AI Search continues to evolve, brands will need to think beyond rankings and focus on building genuine authority.
The organisations most likely to be recommended by AI won’t simply have well-optimised websites—they’ll be the ones consistently featured in trusted publications, recognised as experts and supported by credible earned media.
That’s why Generative Engine Optimisation and PR now go hand in hand.
At Agent99, we’re helping clients prepare for this future by combining strategic media relations, thought leadership and data-driven reporting. Learn more about Agent99 and how we’re helping brands build lasting authority in the age of AI Search.
Agent Sharon
