Table of Contents
- What Are Entity Signals and Why Do They Matter for AI Overviews?
- The Role of PR Placements in Building Entity Authority
- Step-by-Step: How to Use PR Placements for AI Citation Success
- Case Study: How Visible Links Pro Got a Client Cited in AI Overviews
- Common Pitfalls and How to Avoid Them
- Looking Ahead: PR in the AI Search Era
Introduction
In 2026, Google’s AI Overviews appear in more than 60% of informational searches, according to recent Semrush Sensor volatility studies. Yet most brands never get cited.
You write blogs, you optimize for keywords, and you even build backlinks. But when an AI Overview summarizes your industry, your competitor’s name shows up — not yours.
Why?
Because ranking and getting cited are now two separate things.
Traditional SEO was about keywords and links. AI search is about entity authority. Google’s large language models don’t just scan pages; they evaluate trusted entity signals across the web — who you are, how often credible sources mention you, and whether high-authority domains reinforce your expertise.
Ahrefs’ 2026 click-through analysis shows cited sources inside AI Overviews receive 35% more clicks than traditional blue links below the fold. That’s not incremental lift. That’s a visibility multiplier.
So the real question founders should ask is this:
How do we build the kind of entity authority that gets our brand cited in AI Overviews?
The answer increasingly points to one strategic lever: PR placements.
In this guide, I’ll break down how media placements strengthen entity authority, how to structure an AI citation strategy for 2025 and beyond, and how we helped a client at Visible Links Pro move from zero AI citations to recurring mentions in competitive queries.
What Are Entity Signals and Why Do They Matter for AI Overviews?
An entity in Google’s ecosystem is a uniquely identifiable concept — a brand, person, product, or organization — recognized within Google’s Knowledge Graph.
Google has publicly stated that its Knowledge Graph contains billions of entities and hundreds of billions of facts. AI Overviews draw from that structured understanding.
Traditional SEO vs. Entity-Driven AI Search
| Traditional SEO | Entity-Driven AI Search |
| Optimize for keywords | Optimize for recognized entities |
| Build backlinks | Build authoritative mentions |
| Rank pages | Get cited as a trusted source |
| Focus on page-level authority | Focus on brand-level authority |
| On-page optimization priority | Off-page reputation signals priority |
In the past, ranking #1 for a keyword often guaranteed visibility.
Now?
An AI Overview may show up above the organic results and give a summary of information from many sources, often naming brands that have high entity signals in respectable publications.
Think about how Wikipedia operates. It doesn’t rank because of aggressive SEO. It ranks because of entity clarity, structured data, and widespread citation from authoritative domains.
As Brodie Clark, SEO consultant and SERP analyst, notes:
“AI Overviews reward brands that exist beyond their own website. If Google can verify your expertise across trusted publications, you’re far more likely to be cited.”
That’s the pivot. AI search evaluates corroboration.
And that’s where media placements become critical.
The Role of PR Placements in Building Entity Authority
PR placements do more than earn backlinks. They create structured, authoritative third-party validation.
When your brand appears in outlets like Forbes or Business Insider, several entity-building mechanisms activate:
1. Co-Citation Signals
If your brand is mentioned alongside recognized industry leaders, Google associates your entity with that topical cluster.
2. Knowledge Graph Reinforcement
Repeated mentions across high-trust domains help solidify your brand’s identity and attributes.
3. Semantic Context Building
Journalistic content provides rich context — titles, expertise areas, product descriptions — that LLMs ingest.
4. Backlink + Mention Synergy
Even unlinked brand mentions contribute to entity recognition, especially when appearing on authoritative domains.
According to the 2025 Edelman Trust Barometer, 68% of consumers trust earned media more than branded content. Google’s AI systems mirror that preference — prioritizing trusted, third-party signals.
Sergei Rogulin, Head of SEO at Semrush, recently observed:
“AI citation patterns correlate strongly with domain-level trust signals and entity consistency across publications.”
Why PR Placements Outperform Isolated Link Building
| Link Building Alone | PR Placements |
| Often transactional | Editorial validation |
| Page-level authority | Brand-level authority |
| Anchor text driven | Context-driven |
| SEO-first intent | Audience + AI signal impact |
I’ve seen this transform client rankings firsthand. Once a brand crosses a threshold of high-authority placements, AI citations start appearing organically — even for keywords the brand never directly targeted.
It works like a credibility snowball.
Step-by-Step: How to Use PR Placements for AI Citation Success
Here’s a practical AI citation strategy for 2025 that founders and marketing leaders can implement.
Step 1: Secure High-Authority PR Placements
Not all media placements are equal.
Prioritize:
- Publications with strong domain authority (DA 70+)
- Recognized editorial standards
- Established Knowledge Graph presence
- Industry-relevant audience
Examples include top-tier business publications, niche trade outlets, and high-trust digital media platforms.
Pro tip: Focus on expert commentary placements. AI Overviews often cite quote-driven content because it presents concise, authoritative insights.
Step 2: Optimize for Entity Clarity Within Placements
Your byline and quote structure matter.
Ensure:
- Consistent brand naming
- Clear founder titles (e.g., “CEO of X SaaS platform”)
- Descriptive context about your expertise
- Alignment with your website’s schema markup
Think of it as reinforcing your entity fingerprint everywhere.
As Lily Ray, SEO Director at Amsive, explains:
“Entity consistency across third-party domains strengthens Google’s confidence in who you are and what you’re known for.”
Step 3: Reinforce with On-Site Entity Optimization
PR placements amplify impact when your site supports them.
Implement:
- Organization schema
- Person schema for founders
- SameAs markup linking to social profiles
- Press page consolidating placements
This creates a structured loop between earned media and owned media.
Step 4: Track AI Overview Citations
Monitor:
- Queries where AI Overviews appear
- Whether your brand is cited
- Competitors appearing in citations
Tools like Semrush’s AI SERP tracking features and Ahrefs’ SERP monitoring help identify shifts.
Visual example:
Screenshot of AI Overview citing three brands, with Visible Links Pro client highlighted as Source #2.
Step 5: Build Momentum
One placement rarely moves the needle.
Five to ten high-authority placements within a 6–9 month window? That’s where entity authority compounds.
Like a snowball rolling downhill, each new citation increases Google’s confidence in referencing your brand again.
Case Study: How Visible Links Pro Got a Client Cited in AI Overviews
A B2B SaaS founder approached Visible Links Pro in early 2025. Strong SEO foundation. Solid backlinks. Zero AI Overview citations.
The Challenge
Despite ranking top 5 for multiple keywords, competitors were consistently cited in AI Overviews.
The Strategy
Over eight months, we secured:
- 9 high-authority PR placements
- 3 expert commentary features
- 2 industry roundup mentions
- Consistent branded entity formatting
Publications included leading business and tech outlets.
The Results
- AI Overview citations for 14 core keywords
- 41% increase in organic CTR
- 28% lift in demo signups
- 3X branded search growth
What changed wasn’t keyword optimization.
It was an entity authority.
Once Google recognized the brand as a trusted source across authoritative publications, citations followed.
Common Pitfalls and How to Avoid Them
Even sophisticated teams make these mistakes.
Mistake 1: Chasing Low-Quality Placements
Fix: Prioritize editorial standards over volume.
Mistake 2: Inconsistent Brand Messaging
Fix: Align titles, descriptions, and expertise areas across every mention.
Mistake 3: Ignoring Schema
Fix: Implement structured data to reinforce external mentions.
Mistake 4: Treating PR as Separate from SEO
Fix: Integrate PR into your AI citation strategy 2025 roadmap.
Mistake 5: Expecting Instant Citations
Fix: Build sustained placement momentum.
As Brodie Clark puts it:
“AI visibility is a cumulative trust game, not a quick win tactic.”
Looking Ahead: PR in the AI Search Era
We’re entering a phase where visibility isn’t just about ranking — it’s about being referenced.
PR placements now influence:
- Entity authority
- AI Overview citations
- Brand trust
- Click-through performance
- Competitive defensibility
Google AI Overviews aren’t a temporary feature. They’re foundational to how search is evolving.
If your brand isn’t part of the entity ecosystem AI trusts, it won’t matter how good your blog is.
At Visible Links Pro, we specialize in media placements designed for AI-era search performance. If you’re serious about learning how to get cited in AI Overviews, let’s talk.
Because in 2026 and beyond, the brands that win won’t just rank.
They’ll be the ones AI chooses to reference.
