SEO in 2025: Digital PR, GEO, No Click Marketing & AI Explained
There is a lot going around in the SEO world about Digital PR, No Click Marketing, GEO, LLMs, Search Everywhere Optimisation and sooo much more.
I’m going to break it all down and discuss my thoughts about it all, how likely I think this is to be the future of SEO/Search Marketing and what is a passing fad.
First off, let’s discuss what SEO traditionally has been and what people know it to be. In the most oversimplified way possible, it’s Search Engine Optimisation (obviously). And the goal is to rank as high up on Google as possible for the search terms you want to be found for by customers, clients, visitors etc. To simplify it even further, the goal is to be found by your audience on the internet. For the first, or last, 25 years of the internet, Google has been the monopoly, the go-to choice when it comes to browsing the internet and finding answers, solutions, products and services that you are looking for. And shocker, it still is, despite all the noise around AI and search engines.
Now I know people are disaster prepping, but is it exactly that, just prepping for the worst and maybe it will never come? After all, Google is a $3 trillion company, do you really think it will sit around and let itself become irrelevant? No.
So, why is there so much discussion and uncertainty in the SEO/Search world?
"SEO is dead Chris, didn’t you hear?! AI is here, ChatGPT is here, Reddit now ranks higher than most blogs used to."
Well hang on. As we just discussed, SEO in its fundamental state, the goal of it is to be found by customers using the internet. Google is the biggest search engine, the largest company by market cap and, despite the noise, still the most used search engine in the world. But with that being said, here is where we dive into the following concepts and discuss how relevant they are, how much weight I think you should give them, and how much we are paying attention to them here at Catalyst.
Digital PR
This one’s been around for a while, but in SEO circles it’s picked up a shiny new badge. Digital PR is essentially using PR tactics to build backlinks and brand mentions online, which help boost your website’s authority in the eyes of Google. Think of it like link building, but with better storytelling, bigger publishers, and ideally, some actual press.
What’s included? Outreach to journalists, writing press releases, crafting story angles that get picked up by media sites, and building relationships with writers who cover your space. The goal is to get earned media mentions that include links back to your site (ideally with follow links), which then help your rankings. At its best, it also builds brand awareness and trust at the same time.
How important is it? Fairly. It’s not new, but it’s still effective, especially if you operate in a competitive niche where domain authority makes a difference. Google’s emphasis on E-E-A-T (experience, expertise, authoritativeness, trustworthiness) means Digital PR fits neatly into future-proof SEO strategies. That said, it’s time-consuming and resource-heavy, and not every business is ready for it.
What should you take from it? Even if you don’t run big PR campaigns, the principle behind Digital PR, building trust and relevance through external validation, is sound. Think beyond just your site. Build authority. Write or contribute to articles, get featured, and chase meaningful mentions on sites your customers read. The links are great, but the visibility matters too.
No Click Marketing
No Click Marketing is exactly what it sounds like, marketing where the user never actually clicks through to your website. Yep, you read that right. Think Google’s featured snippets, TikTok how-to videos, LinkedIn carousels, or even ChatGPT giving answers without sending people anywhere.
It includes anything where your audience sees your content, gets value, and possibly takes action without ever hitting your site. That might be optimising for snippets on Google, giving away the answer up front in a social post, or putting full guides into LinkedIn posts or newsletters. The goal is visibility and trust not just traffic.
How important is it? Very. Because let’s face it, most users want fast answers. Google knows that. AI knows that. And platforms are all trying to keep people on-platform as long as possible. If your only goal is clicks, you’ll probably lose. If your goal is attention, trust and influence, then No Click Marketing is a smart play.
What should you take from it? Start shifting your mindset away from click-or-nothing. Think about how you can deliver value right where people already are. Instead of asking “how do I get them on my site?” ask “how do I make this piece of content the end destination?” Whether that’s in a TikTok caption or a carousel slide, own the space you’re in.
GEO & LLM'S
This is where things get a bit buzzy. GEO (Generative Engine Optimisation) is basically the idea of optimising your content so that AI tools like ChatGPT, Perplexity, and Google’s SGE (Search Generative Experience) can surface it in their responses. And LLMs (Large Language Models) are the tools making those AI answers happen.
The tasks here are still emerging, but think structured content, clean data, original insights, FAQs, and sources that AI tools can reference or learn from. Some people are already creating content specifically for LLMs to reference or scrape. The goal? To be cited by AI or included in generated answers.
How important is it? Early signs suggest this one’s real but we’re not quite there yet. Google is still figuring it out. ChatGPT doesn’t cite consistently. But if AI-generated answers do become the default way people search, then being the source, or being mentioned, could become a massive visibility driver. So it’s not quite a fad, but it’s also not fully mature.
What should you take from it? Don’t optimise just for AI yet, but do make sure your content is clear, well-structured, and factually sound. Focus on quality over keyword-stuffing. Use schema markup. Add original data where you can. If AI does start recommending businesses, you want to be the one it pulls from.
Search Everywhere Optimisation
This is the idea that search no longer lives in just one place. People now “search” on TikTok, Instagram, Reddit, YouTube, Pinterest, and of course, Google. So Search Everywhere Optimisation is the concept of making sure your business shows up wherever your audience goes to find answers, ideas or recommendations.
What’s involved? Creating platform-native content that’s discoverable. That means TikTok videos with search-friendly captions, Pinterest pins that answer specific questions, YouTube Shorts for tutorials, Reddit comments that genuinely help. It’s not just about being present, it’s about being findable in context.
How important is it? Very. Especially for younger audiences. If you’re only optimising for Google, you’re probably missing 50% of the conversation. Social platforms are now search engines. People look for products, reviews, how-tos, and recommendations in all sorts of places Google isn’t the only gateway anymore.
What should you take from it? Expand your idea of what “search” means. Meet your audience where they are, not just where you want them to be. Build a presence on the platforms that matter to your customer and optimise that content like you would a landing page. Keywords still matter, just in new places.
My Final Thoughts?
SEO is dead, long live SEO.
