LLMs Are Replacing Google As The New PR Frontier

Look, I'm not saying I have a love-hate relationship with Google. But there was definitely a time when I'd search for reviews after a project launch, then immediately regret it and spend the next three hours in a shame spiral wondering why I needed that validation in the first place. We've all been there, right? Just me? Cool.

THE NEW KID ON THE SEARCH BLOCK

Apparently, LLMs are the biggest innovation in search since Google, according to experts who know their SEO stuff way better than I know how to properly fold a fitted sheet (which is saying something because I've attempted it approximately seven billion times).

The thing is, people aren't just "Googling it" anymore. They're asking AI chatbots questions like, "Why does this actor always play the same character?" That's exactly what's happening across the internet, and Google's traffic dropped for the first time in forever during the last quarter of 2024.

Is it because of generative AI? Is water wet? Is the sky blue? The answers are yes, yes, and absolutely yes.

THE QUIET REVOLUTION IN SEARCH BEHAVIOR

What we're witnessing isn't just a minor adjustment in how people search. It's a fundamental shift in behavior that's happening at a pace that would make even the fastest roller coaster seem like a leisurely stroll through the park.

People are tired of sifting through pages of search results. They don't want to click on three different links, read half of each article, and piece together the answer themselves. They want direct, conversational responses. And that's exactly what LLMs provide.

It's like the difference between asking a librarian for help versus wandering through the stacks yourself. Sure, browsing has its charms, but when you need a specific answer quickly, nothing beats having someone (or something) hand it to you directly.

WHEN YOUR NAME BECOMES A VERB (BUT THEN DOESN'T)

Remember when Google became so dominant that its name turned into a verb? That's like the marketing equivalent of winning a major award, except you don't have to give an awkward speech thanking people you barely know.

Google, Kleenex, Xerox – they all achieved that rare status where their brand became the generic term for what they do. It's branding nirvana. The golden ticket. The marketing equivalent of finding out the hotel mini-bar is complimentary.

But here's the thing about being on top – there's nowhere to go but down. Just ask Xerox, which isn't exactly crushing it in today's digital world. You know who doesn't make Xerox copies anymore? Pretty much everyone who isn't stuck in 1997.

And Google's sweating about this exact situation. Their CEO is apparently having some very uncomfortable meetings about how ChatGPT is becoming to AI what Google was to search. That's gotta sting. Like accidentally liking someone's post from 2018 kind of sting.

THE SHIFTING FRONT PAGE OF INFLUENCE

Once upon a time, getting on the front page of a newspaper was PR gold. Then Google came along, and suddenly everyone was obsessed with being on the first page of search results. SEO became the cool new kid at school that everyone wanted to sit with at lunch.

But PR professionals were fashionably late to that party. Executives confidently told anyone who would listen that SEO was "just keywords." That's like saying a premium spirit is "just alcohol" – technically true but missing the entire point of what makes it special.

THE EVOLUTION OF INFORMATION DISCOVERY

Let's take a moment to appreciate how bizarre this evolution has been. We went from physically printed newspapers that stained your fingers with ink to typing questions into a search bar to literally having conversations with AI. What's next? Telepathic search queries? Actually, don't answer that. Some tech company is probably already working on it.

The transition from search engines to LLMs represents a fundamental shift in how information is packaged and presented. Search engines give you ingredients; LLMs cook the meal. And most people, when given the choice between raw ingredients and a prepared dish, will choose the latter every time.

This shift affects everything from how content is created to how brands measure success. Visibility is no longer just about ranking on Google – it's about being the source that LLMs reference when answering questions. It's about creating content that's not just SEO-friendly but AI-friendly.

HOW PR PROS CAN ADAPT TO THE LLM ERA

So what's a PR professional to do in this brave new world? First, don't panic. This isn't the apocalypse; it's an opportunity. Here's how to approach it:

1. Understand how LLMs source information. They don't just make things up (well, sometimes they do, but they're not supposed to). They pull from existing content. Make sure yours is authoritative and comprehensive.
2. Focus on structured data. LLMs love content that's clearly organized with proper headings, bullet points, and logical flow. The more digestible your content is, the more likely it will be used as a source.
3. Answer specific questions. Create content that directly addresses common questions in your industry. Be the source that provides the clearest, most accurate answers.
4. Build topical authority. Instead of covering every topic under the sun, focus on becoming the go-to source in your specific niche. Depth beats breadth in the LLM era.
5. Update regularly. LLMs favor fresh content, so regularly updating your existing articles is more important than ever.

The PR professionals who thrive in this new landscape won't be the ones who fight against it, but those who embrace it and find creative ways to leverage it to their advantage.

THE NEW METRICS OF SUCCESS

In this new era, traditional SEO metrics aren't enough. It's no longer just about ranking positions and organic traffic. We need new metrics to measure success in an LLM-dominated world:

• Citation frequency: How often do LLMs reference your content when answering questions?
• Answer accuracy: When LLMs use your content, do they represent it accurately?
• Conversation share: What percentage of AI conversations about your industry include mentions of your brand?
• Sentiment analysis: When LLMs discuss your brand, what's the overall sentiment?

These metrics might seem nebulous now, but they'll become increasingly important as LLMs continue to gain market share in the information discovery space.

LLMS: THE NEW COOL KID THAT PR CAN'T IGNORE

The power center is shifting again, folks. LLMs are becoming the new front page, and PR professionals who ignore this trend might as well be faxing press releases or using outdated platforms for influencer outreach.

By the end of the year, the industry will start to realize what's happening. LLMs aren't just a flashy tech trend – they're fundamentally changing how people find information. And if you're in PR and your content strategy doesn't account for this, you're basically showing up to a pool party without knowing how to swim.

THE COMPETITIVE ADVANTAGE OF EARLY ADOPTION

The brands that are already optimizing for LLMs have a massive head start. They're building the frameworks and testing the strategies that others will scramble to implement months or years from now.

This isn't just about staying current; it's about gaining a competitive advantage. When everyone else is playing catch-up, the early adopters will already be refining their approach based on real data and experience.

Think about the companies that jumped on SEO early versus those that reluctantly joined the party years later. The early adopters reaped the benefits of lower competition and established themselves as authorities before the space became crowded. The same pattern is playing out with LLM optimization.

THE FUTURE OF PR IN AN LLM-DOMINATED WORLD

So what does the future look like for PR professionals? It's a mix of challenges and opportunities:

• Content creation will become more nuanced, focusing on accuracy and authority rather than keyword density.
• Relationship building will extend beyond journalists to include AI developers and data scientists.
• Crisis management will include monitoring not just what people are saying about your brand, but what LLMs are saying too.
• Measurement will become more complex but also potentially more insightful.

The PR professionals who thrive will be the ones who see LLMs not as competitors or obstacles, but as powerful tools that can amplify their message when approached correctly.

THE BALANCING ACT: HUMANS AND AI IN PR

Here's the thing about PR – at its core, it's about human connection. It's about telling stories that resonate with people on an emotional level. And while LLMs are getting better at mimicking human communication, they're not replacing the need for genuine human creativity and empathy.

The most successful PR strategies in this new era will be those that find the perfect balance between leveraging AI capabilities and maintaining the human touch that makes stories compelling.

Think of it as a partnership. LLMs can help distribute your message and ensure it reaches the right audience, but humans are still essential for crafting messages that truly connect.

THE BOTTOM LINE: ADAPT OR GET LEFT BEHIND

So while Google isn't going anywhere just yet, the writing is on the wall – or more accurately, it's in the prompt. The question isn't whether LLMs will become the new front page for PR; it's how quickly you'll adapt to make sure your content shows up there.

Because at the end of the day, PR is about being where the audience is. And increasingly, they're not just googling it – they're asking an AI. 

The front page is changing once again. The only question is: will you be on it?