Your prospects are no longer searching on Google. They are asking questions to ChatGPT, Perplexity, or Gemini. And if your scale-up doesn't appear in these AI-generated answers, you simply don't exist. Welcome to the era of GEO (Generative Engine Optimization), where public relations become a lever for algorithmic visibility, not just brand image.

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What is GEO and why it changes everything for scale-ups

The GEO (Generative Engine Optimization) is the optimization of your presence in the answers generated by conversational engines: ChatGPT, Perplexity, Gemini, and Copilot. Unlike traditional SEO, which aims to appear in search results, GEO aims to be cited as a reliable source in the responses produced by AI.

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Why is this critical for SaaS and Marketplace scale-ups?

B2B decision-makers no longer search for "best project management tool" on Google. They ask ChatGPT: "What are the emerging SaaS project management solutions for distributed teams of 50+ people?". If your scale-up isn't mentioned in this answer, you're losing a qualified lead.

The numbers speak for themselves: Gartner predicts a 25% drop in traditional search volume by the end of 2026, captured by conversational AI assistants. Even more striking: 58.5% of Google searches in the United States already end without a click (zero-click searches), rising to 75% on mobile. And when AI Overviews appear, the organic click-through rate drops by 61%.

For B2B scale-ups, the impact is direct: ChatGPT now generates 10% of new user sign-ups for some SaaS companies, compared to 1% six months ago.

In other words: what doesn't appear in AI answers no longer exists for your prospects.

The good news: we are still at the beginning of this transformation. Very few scale-ups have already adapted their PR strategy for GEO. Conversational algorithms are currently building their "memory" of your sector, and companies that invest in public relations now have a massive head start. Why? Because AIs analyze the consistency and historical depth of your media presence. A scale-up that accumulates 10-15 quality press mentions over the next 12 months will be systematically cited in AI answers in 2027, when your competitors are only just starting to take an interest. Now is the time to build this media corpus.

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How generative AIs choose their sources

Generative AI does not rely on the same criteria as Google. It prioritizes:

• Source credibility : recognized news outlets, industry media, and institutional sources.
• Editorial consistency : a regular and structured media presence strengthens your legitimacy.
• Depth of information : op-eds, interviews, and in-depth analyses are valued over self-produced or promotional content.
• Objectivity and neutrality : third parties (journalists, experts, analysts) talking about you, rather than you talking about yourself.

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The challenge for scale-ups

Most SaaS and marketplace scale-ups have:

• A well-stocked blog (owned media) focused on their product.
• Well-oiled SEO campaigns.
• Sometimes a CEO with a LinkedIn presence, but often lacking a structured PR strategy.

The result : generative AI doesn't cite you because it can't find enough earned media (press coverage, interviews, op-eds) to consider you a credible and neutral source. Your competitors who have invested in PR are showing up. And you are losing ground without even realizing it.

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Earned media = the new fuel for GEO

Earned mediarefers to all coverage generated without purchasing advertising space: press articles, interviews, expert quotes, opinion pieces. Unlike paid media (advertising) or owned media (your blog, your website), earned media relies on the credibility and relevance of your message.

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Why earned media powers GEO

Generative AI models analyze vast amounts of media content to construct their responses. The more you are cited in recognized media outlets, the more likely you are to be referenced by AI. It’s simple: conversational algorithms prioritize sources they deem reliable, and these sources are primarily media outlets, not corporate websites.

A SaaS scale-up that has:

• 10 articles in Les Échos, Maddyness, JDN
• 3 opinion pieces signed by the CEO in industry media
• 5 interviews on influential tech podcasts

has infinitely better odds of being cited in a ChatGPT response than a scale-up that only has a blog well-ranked on Google.

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How to appear in Google AI Overviews using PR?

GEO isn't just about ChatGPT or Perplexity. Google has integrated its own AI-generated answers, AI Overviews, directly at the top of its search results, complemented by a conversational mode (AI Mode). In practical terms, even before the first blue link, Google displays an AI-written summary with a few cited sources.

This is the most strategic GEO channel for a simple reason: it leverages Google's audience. While a ChatGPT response reaches ChatGPT users, an AI Overview appears in front of millions of daily searches. Being cited as a source in this block means capturing attention before the prospect even scrolls down to the traditional results.

An AI Overview appears above the first blue link. Being cited there means existing before the traditional search even begins.

How does Google choose the sources for its AI Overviews? The same principles apply as for other search engines, with significant weight given to authority:

• Authoritative sources : recognized media outlets and pages deemed reliable on the subject take precedence over self-promotional content.
• Corroborated information : a fact reported by multiple media outlets is more likely to be selected than an isolated claim on your own site.
• Clear and extractable answers : structured content (figures, definitions, lists) is easier for the AI to cite.

For a scale-up, the consequence is direct: your press coverage also fuels AI Overviews. Every article in a recognized media outlet that mentions you becomes a potential source that Google can cite in its generated response. Therefore, public relations are not just for getting cited in ChatGPT, but also for occupying this new space—the most visible of all—at the top of Google search.

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How a scale-up PR strategy fuels GEO (real-world SaaS/Marketplace cases)

Case 1: Series A SaaS scale-up

Context : fundraising, major feature launch, international expansion.
PR + SEO Strategy :

• Structured press release sent to tech and business media.
• CEO op-ed on a trending topic (e.g., "How AI is transforming project management").
• Interviews in industry-specific media (print, podcasts).
• CEO LinkedIn personal branding orchestrated in parallel to amplify coverage.

Result : after 6 months, the scale-up is cited in ChatGPT and Perplexity responses for strategic queries such as "fast-growing French SaaS startups" or "project management tools for distributed teams".

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Case 2: Marketplace in growth phase

Context : need to build credibility for the business model and attract investors.
PR + SEO Strategy :

• Regular media presence: product launches, milestones (GMV, user count), and thought leadership on market trends.
• CEO interviews on business and tech podcasts.
• Collaborating with media outlets on case studies or thematic features.
• CEO LinkedIn strategy aligned with media appearances.

Result : the marketplace is cited by generative AI in responses to queries from potential investors or partners, building credibility even before the first point of contact.

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Where to start: the 3 pillars of a GEO-oriented PR strategy

1. Structure your executive narrative

Before reaching out to the media, you must have a clear positioning :

• What is your vision for the market?
• What problem do you solve better than your competitors?
• What are your key messages (figures, milestones, impact)?

Without this framework, your messaging will be vague and journalists won't cover you. The personal branding of your CEO on LinkedIn must be aligned with this vision to create consistency between your social presence and your press coverage.

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2. Activate the right media channels

Not all press coverage is created equal for SEO. Prioritize:

• Recognized media outlets in your sector (tech, business, SaaS).
• In-depth formats : op-eds, interviews, features, and analyses (not just press releases).
• Complementary channels : influential podcasts, industry newsletters, and well-ranked online media.

A PR agency specializing in scale-ups (like Linker) helps you identify the right media, prepare angles, and orchestrate your messaging to maximize impact.

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3. Build a consistent presence (avoid one-off hits)

GEO thrives on consistency and regularity. A single press mention is not enough. Generative AI analyzes the depth and recurrence of your media presence.

What works :

• Regular communication (at least once per quarter).
• Varied angles: fundraising, product launches, opinion pieces, industry interviews.
• LinkedIn + PR coordination: every press mention is amplified on the CEO's profile to maximize visibility.

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Conclusion: PR + GEO = the winning duo for scale-ups in 2026

In 2026, public relations are no longer just a "nice to have." They have become an algorithmic visibility lever essential for standing out in conversational search engines. SaaS and marketplace scale-ups that invest in a structured and consistent PR strategy:

• Get cited by ChatGPT, Perplexity, and Gemini for their strategic queries.
• Strengthen their credibility with investors, partners, and talent.
• Accelerate acquisition by becoming "top of mind" even before the first sales contact.

Do you want to structure your PR strategy to fuel GEO and become a market leader? Discover our PR agency and LinkedIn agency services for startup CEOs.