How To Navigate Click-Free Search: 13 Tips For Using PR To Boost SEO

Forbes

24-07-2025

As generative AI and zero-click search reshape the way people discover brands online, traditional SEO tactics like keywords and backlinks are no longer enough to gain brand exposure and traffic. Instead, search engines and AI-powered systems are prioritizing trusted brand mentions across high-authority platforms to rank search engine page results.
To boost SEO and SERP rankings in this environment, a solid online reputation—fueled by strategic PR mentions—may now carry more weight than site traffic and backlinks. Below, 13 members of Forbes Agency Council share their top public relations tips to help brands increase their visibility and credibility in today's rapidly evolving search engine landscape.
1. Get Your Brand Name In Headlines Or Quotes
A tip for brands seeking to improve SERP rankings moving forward would be to secure consistent press in trusted outlets, using your brand name in headlines or quotes. These mentions feed AI-driven search and build credibility that links alone can't. Brands need to now focus on quality over quantity when it comes to SERP visibility. - Marilyn Cowley, PREM - PR & Social
2. Remember That Every Opportunity Matters
Emphasize that every opportunity matters. Too often, clients will pass on an interview because the deadline is too tight or the outlet doesn't solely reach their target audience. A few years ago, this was generally just annoying for PR teams; now, with click-free searches, it is outright detrimental. - Chintan Shah, KNB Communications
3. Build Relationships With Local Media
Local media relationships are key. Use platforms like HARO (Help A Reporter Out) to gain expert mentions, and leverage your associations and memberships to get featured. Submit articles, sponsor charity events and create opportunities for your brand to be seen as a trusted, community-driven authority. These tactics will improve online reputation and boost your SEO with valuable PR mentions. - Jimi Gibson, Thrive Agency
4. Tell Your Story Through Thought Leadership
Consistently establish thought leadership and tell your brand's story through articles, podcasts and videos. Pitch these to niche and mainstream media for third-party validation and industry recognition. Also, publish on owned channels and mobilize your social communities to echo those messages.These activities build a digital trust trail, boosting your AI reputation and search rankings. - Lars Voedisch, PRecious Communications
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5. Leverage Influencers To Spark Organic Search
Influencers play a significant role in boosting SEO performance. When a content creator mentions a brand, it sparks interest and helps the brand name stick in the minds of their audience. As a result, some viewers later search for the brand organically. - Michael Kuzminov, HypeFactory
6. Build Narrative Resilience Before You Need It
AI search pulls from your entire digital footprint—not just recent coverage. Establish consistent, positive messaging across platforms now so that when challenges arise, AI systems have deeper context to draw from. Your crisis response isn't just damage control; it's algorithm training. Your employees are the best algorithm trainers, for better or worse. - Kathleen Lucente, Red Fan Communications
7. Treat PR As Structured Data For AI
PR is no longer just about awareness—it's structured data for AI. Secure high-authority media mentions that reinforce your brand's expertise. Use consistent, contextual language (and visuals, when possible) to help AI systems connect the dots, recognize your brand as a trusted entity and strengthen your presence in a click-free search world. - Goran Paun, ArtVersion
8. Expand Beyond Traditional PR Channels
A strong brand is critical for both traditional search rankings and inclusion in AI answers. PR mentions in topically authoritative publications are important, but they are limited, and every competitor is also targeting them. Expand your targets to include YouTube, podcasts and social media mentions (such as Reddit, LinkedIn and TikTok) in order to truly stand out and ultimately gain rankings and citations. - Toren Ajk, TAC Marketing Group
9. Get Mentioned Using Language Customers Search For
Get your brand mentioned in high-authority publications using the same language your ideal customer searches for. You don't always need a backlink. AI and Google recognize trusted mentions. We tell our clients it's not just about ranking pages anymore; it's about building a brand that deserves to be ranked. - Don Dodds, M16 Marketing
10. Skip Generic Content; Go Deep
You cannot beat technology designed to answer any basic question under the sun. So, my advice is to skip generic educational content. Focus on thought leadership that dives into industry nuances drawn from years of observations and get this content placed in reputable media outlets. Users are more likely to click when they see a trusted source and original perspectives. - Nataliya Andreychuk, Viseven
11. Be Worthy Of The Reputation You Want
Online reputation has always mattered; it's just that zero-click and generative AI search have highlighted its role. The best way to build your online reputation is no different today than it was five or 10 years ago: Be worthy of the reputation you desire. Start by doing the right thing, and then help journalists by sharing great stories about your brand—simple! - Mike Maynard, Napier Partnership Limited
12. Think Like A Publisher
Start thinking like a publisher, not just a brand. The best PR isn't just press; it's positioning. Get featured on high-authority sites with angles your customers actually search for. Then syndicate it everywhere. The more you show up as the authority, the more Google believes it. If AI's rewriting the rules of search, then your reputation is the new algorithm. - Tony Pec, Y Not You Media
13. Gain Visibility In Credible Publications
We recognize GenAI models prioritize mentions in trusted and authoritative domains. Our No. 1 tip is to gain visibility in credible publications (local and national). Brand mentions play a key role. We see that SERP, especially AI overviews showing unlinked brand mentions from online communities, has leveled the playing field against firms trying to game the system. This is our top tip for a world where SEO has evolved into GEO—generative engine optimization. - Dean Trevelino, Trevelino/Keller