Why Digital PR Matters More in Google’s AI-Powered Search Era

Have you ever wondered how Google decides what to recommend when you search for something? Turns out, it’s not just about keywords or backlinks anymore. The rise of artificial intelligence (AI) in search has changed the game—and now, Digital PR is playing an even bigger role in shaping search results.

Let’s break it down and explore how your brand’s online presence and storytelling can sway Google’s AI recommendations.

What Is Digital PR, and Why Should You Care?

Digital PR (public relations) is the online version of traditional PR. Instead of newspaper articles or TV spots, it’s all about getting featured on credible websites, online publications, blogs, and influencer channels. Think of digital PR as using online exposure to improve:

• Brand visibility
• Website traffic
• Search engine rankings

But here’s the key difference: Digital PR doesn’t just build awareness. It also sends important signals to Google’s AI about your brand’s trustworthiness and relevance.

The AI Twist: How Google’s Search Has Evolved

In the old days, Google ranked pages mostly based on things like content, keywords, and links. While that still matters, things have gotten a lot smarter.

Now, with AI-powered features like Google’s Search Generative Experience (SGE), search results are more personalized and conversational. The AI looks beyond just content and analyzes what sources are trustworthy, why they’re trustworthy, and what people are saying about them online.

That means your brand’s online reputation and mentions across the web—especially from credible sites—can influence what the AI suggests to users. As AI continues to reshape search experiences, it’s also redefining how users discover, evaluate, and interact with brands throughout the funnel—something we explore in detail in the impact of AI on search and the customer journey by 2026.

Google Confirms: Digital PR Impacts AI Search

In a recent conversation highlighted by Search Engine Journal, Google’s Search Liaison Danny Sullivan explained that online mentions from reputable sources can have a positive impact on how content is surfaced by generative AI tools like SGE.

He said that it’s not only links that matter, but also the overall reputation your site or business has online. And guess how you build that kind of reputation? Yep, through thoughtful, strategic digital PR campaigns.

What Types of Mentions Matter Most?

Not all online mentions are created equal. Google’s AI doesn’t just tally up every time your brand is named—it looks at:

• The authority of the site mentioning you: Mentions from big-name publications like Forbes, TechCrunch, or The New York Times carry more weight.
• The context of the mention: Is your brand cited as an expert source? Was it part of a trending industry article?
• The consistency of coverage: A one-off mention won’t do much. You need an ongoing strategy to keep your brand in the conversation.

The Connection Between E-E-A-T and Digital PR

To understand why trusted mentions matter, we have to talk about Google’s E-E-A-T framework. No, it’s not about food—the letters stand for:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

These concepts help Google decide which content is most deserving of high rankings or AI-generated recommendations. Getting featured on trusted platforms through digital PR can support all four components of E-E-A-T.

For example, if a medical site provides expert advice and is frequently referenced by health publications, Google’s AI is more likely to recommend its content. That visibility, driven in part by media coverage, builds trust in the eyes of the algorithm.

Real-Life Example: Trusted Mentions in Action

Let’s say you run a skincare brand. If you get mentioned in Allure Magazine as a top dermatologist-recommended product, that’s a win. Not only do people trust Allure, but Google sees that recognition and factors it into what it recommends across search.

Now imagine your brand also appears in health forums, gets coverage in a dermatologist’s blog, and scores a feature on WebMD. That’s a pattern—a trustworthy one. It helps position your business as a credible authority in skincare.

Does This Mean Links Don’t Matter Anymore?

Not at all. Google still considers quality backlinks important. But digital PR adds an extra layer of ranking power. It connects your brand to:

• Contextual authority through expert mentions
• Popularity and buzz by being part of trending conversations
• Brand authenticity by showing up and being talked about in reputable spaces

So while backlinks are the backbone of SEO, digital PR strengthens the muscles. Together, they work better than either would on its own.

Tips to Use Digital PR to Influence AI Recommendations

Ready to put this strategy into motion? Here’s how you can boost your visibility and help Google see you as a reputable source:

1. Get Featured in High-Authority Publications

This is the golden ticket. Work with PR pros or use media outreach tools to pitch stories to credible outlets. Think quality over quantity.

2. Build Relationships with Journalists and Bloggers

The best coverage comes from real human connections. Reach out to writers who cover your industry and offer insights or quotes that help their audience.

3. Create Shareable, Useful Content

Want to get mentioned? Publish valuable content that others want to reference. Think in-depth guides, expert tips, original research, or timely data.

4. Monitor Brand Mentions

Use tools like Google Alerts, Mention, or Brand24 to track where your brand is popping up. This can help you measure the impact of your campaigns—and respond fast if anything negative appears.

5. Stay Consistent

Don’t treat digital PR like a one-off task. Make it part of your long-term strategy. AI looks for patterns over time, not just momentary hype.

Final Thoughts: Why This Matters Now More Than Ever

As AI continues to shape how people discover content, trust and authority become more valuable than ever before. Digital PR isn’t just about vanity or buzz—it’s a direct way to influence how Google views and recommends your brand.

So if you’re serious about growing online, it’s time to look beyond traditional SEO. Invest in building relationships, sharing your expertise in the media, and creating content that stands the test of time.

Because when the AI bots come crawling, you want them to see you as the real deal. And with the right digital PR strategy, you’ll be exactly that.

Want to Boost Your Brand’s SEO with Digital PR?

Ask yourself: Where is your brand being talked about—and by whom?

If your answer is “not enough” or “not in the right places,” don’t stress. There’s always time to start building a smarter strategy. Whether you’re a small business or an established company, showing up in the right conversations can make all the difference—both to your audience and to Google’s powerful AI.

Let’s get your story out there.

What’s the next step your brand will take to get noticed online?