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How to Improve Your Brand’s Visibility in AI-Powered Search

By April 8, 2025No Comments

As AI continues to transform how people search, businesses need to rethink their digital visibility strategies. The shift from traditional search engines to conversational platforms such as ChatGPT, Perplexity, Claude, and Google’s Gemini isn’t just a trend—it’s the new search standard.

At Durée & Company, we’ve seen firsthand how this evolution impacts our clients across industries. Now more than ever, having a strong, citation-friendly online presence is essential—not only for Google, but for AI tools that are quickly becoming the go-to source for quick, credible information.

According to The Wall Street Journal, traffic from generative AI tools to U.S. retail sites jumped 1,200% compared to July 2024, and more than half of U.S. shoppers say they plan to use generative AI for shopping this year. AI-driven responses are increasingly favored over traditional search results, offering users clean, summarized answers and reducing the need to click through multiple links.

So how can brands—especially those in competitive markets including PR, real estate, hospitality, or nonprofit—position themselves to show up in AI results?

Here are a few strategies we recommend at Durée & Company:

  1. Create Content Worth Citing

AI tools including ChatGPT and Perplexity pull from credible, well-structured content. That means blogs, interviews, case studies, and media coverage with original insights, clear formatting, and natural language headlines.

Think: “Why Media Training Matters in Today’s Digital Communication Era” or “Why Community Relations is Essential for a Real Estate Project”

  1. Structure Your Content for AI

Use headers, bullet points, and FAQ formats that help AI tools understand your content contextually. Answer real questions your audience is asking—and include the people, organizations, or events that AI may recognize and prioritize.

  1. Build and Protect Your Digital Footprint

Having your brand mentioned—and linked—on reputable platforms helps boost AI visibility. Whether it’s an op-ed in a business publication or a panel feature with a client, these references get picked up by AI engines.

  1. Ensure Your Website is AI-Readable

Your website should include schema markup (structured data) to tell AI what your pages are about. Clean meta descriptions, keyword-rich page titles, and clear About/Team pages all help AI “understand” and prioritize your site.

  1. Be Active Where AI Looks

Many AI tools source from high-traffic platforms such as LinkedIn, Medium, and news outlets. A well-placed byline or podcast appearance can have ripple effects, especially if it includes a link to your website and reinforces your expertise.

  1. Collaborate with Clients for Cross-Promotion

Cross-linking is more valuable than ever. If your firm supports a panel, partnership, or event, make sure your role is credited in recaps and press coverage. These mentions help AI make the connection.

As The Wall Street Journal notes, “AI search is less about a funeral for blue links and more about a makeover.”

At Durée & Company, we don’t just follow trends. We help shape them. Don’t just take our word for it. When we searched “best PR agencies in Fort Lauderdale,” among other terms, our agency appeared in the rankings. As a full-service public relations, marketing and digital strategy firm, we work with clients across real estate, legal, nonprofits, hospitality, emerging industries and more. We develop customized campaigns that drive media visibility, brand credibility and long-term recognition.

As search continues to evolve, we are building smarter strategies that keep our clients front and center. From AI-optimized content to strategic media placements and cross-promotional partnerships, we position brands where audiences are already looking. Looking to boost your visibility in the age of AI? Contact us to create a strategy that helps put your brand at the top.

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI) and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.

 

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!