The Citation Economy: Digital PR's Dual Role in SEO and AI Search
Presentation
Digital PR spent the last decade building domain authority, one placement at a time. Now that same coverage has become the raw material LLMs pull from to construct their answers, which means the media relationships and content strategies PR has always run are quietly doing double duty, whether brands realise it or not.
Jane will unpack how AI models actually source and weight third-party content, what separates a placement that gets cited from one that gets ignored, and why "good coverage" for SEO doesn't always translate to "citable" for AI. Then she'll get into measurement: how to track PR's impact across search rankings and AI recommendations simultaneously, without relying on vanity metrics that don't hold up in either world.
Backed by real campaign data and citation analysis, this talk is for people who want the mechanics and the evidence, not the theory - practitioners who need to know what to actually change in their approach, starting now.
Koop ticketsJane will unpack how AI models actually source and weight third-party content, what separates a placement that gets cited from one that gets ignored, and why "good coverage" for SEO doesn't always translate to "citable" for AI. Then she'll get into measurement: how to track PR's impact across search rankings and AI recommendations simultaneously, without relying on vanity metrics that don't hold up in either world.
Backed by real campaign data and citation analysis, this talk is for people who want the mechanics and the evidence, not the theory - practitioners who need to know what to actually change in their approach, starting now.
jane Hunt
Jane Hunt is co-founder of JBH, the award-winning digital PR and SEO agency headquartered in Manchester, UK, working with consumer brands across the UK, US, Australia and Europe.
With over 12 years in digital PR, Jane has spent the last two building JBH's position at the forefront of Generative Engine Optimisation (GEO) - helping brands earn visibility not just in the media and traditional SERPs, but inside the AI-driven search results now shaping how people find and trust brands. JBH combines Digital PR, SEO and GEO strategy, delivery and consultancy under one roof, giving clients a genuine edge as search itself is redefined by AI.
With over 12 years in digital PR, Jane has spent the last two building JBH's position at the forefront of Generative Engine Optimisation (GEO) - helping brands earn visibility not just in the media and traditional SERPs, but inside the AI-driven search results now shaping how people find and trust brands. JBH combines Digital PR, SEO and GEO strategy, delivery and consultancy under one roof, giving clients a genuine edge as search itself is redefined by AI.