{"id":10628,"date":"2025-11-11T09:09:33","date_gmt":"2025-11-11T08:09:33","guid":{"rendered":"https:\/\/martschin.com\/?p=10138"},"modified":"2026-04-07T11:48:16","modified_gmt":"2026-04-07T09:48:16","slug":"pressearbeit-als-schluessel-zur-ki-sichtbarkeit","status":"publish","type":"post","link":"https:\/\/martschin.com\/en\/pressearbeit-als-schluessel-zur-ki-sichtbarkeit\/","title":{"rendered":"Pressearbeit als Schl\u00fcssel zur KI-Sichtbarkeit"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10628\" class=\"elementor elementor-10628\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-149919b9 e-flex e-con-boxed sc_layouts_column_icons_position_left e-con e-parent\" data-id=\"149919b9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-654cc980 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"654cc980\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p aria-level=\"1\"><span data-contrast=\"auto\">W\u00e4hrend viele Unternehmen ausschlie\u00dflich auf Website-Optimierung setzen, erlebt traditionelle Medienarbeit eine unerwartete Aufwertung. Der Grund: KI-gest\u00fctzte Suchsysteme wie ChatGPT, Google Gemini oder\u00a0Perplexity\u00a0bevorzugen nachweislich etablierte Nachrichtenquellen gegen\u00fcber Unternehmenswebsites.\u00a0Martschin\u00a0&amp; Partner besch\u00e4ftigt sich seit Ende 2022 systematisch mit Generative Engine\u00a0Optimization\u00a0(GEO) und hat daraus konkrete Strategien f\u00fcr die digitale Sichtbarkeit entwickelt.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><h3>Redaktionelle Quellen schlagen Firmeninhalte<\/h3><p><span data-contrast=\"auto\">Die praktische Analyse zeigt ein klares Muster: KI-Modelle greifen bevorzugt auf redaktionelle Drittquellen wie Fachartikel, Pressebeitr\u00e4ge und etablierte Nachrichtenportale zur\u00fcck. Im deutschsprachigen Raum z\u00e4hlen ORF.at, derStandard.at, krone.at und ots.at zu den meistzitierten Quellen, die von KI-Systemen als vertrauensw\u00fcrdig eingestuft werden. Johannes Martschin: \u201eSelbst technisch perfekt optimierte Firmenwebsites verlieren an Reichweite, wenn es keine Pr\u00e4senz in etablierten Medien gibt.&#8221;<\/span><\/p><figure id=\"attachment_9036\" aria-describedby=\"caption-attachment-9036\" style=\"width: 351px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/martschin.com\/wp-content\/uploads\/2024\/10\/Johannes-Martschin-3-%C2%A9-Horst-Dockal-1.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\" wp-image-9036\" src=\"https:\/\/martschin.com\/wp-content\/uploads\/2024\/10\/Johannes-Martschin-3-%C2%A9-Horst-Dockal-1.jpg\" alt=\"Johannes Martschin 3 \u00a9 Horst Dockal\" width=\"351\" height=\"351\" \/><\/a><figcaption id=\"caption-attachment-9036\" class=\"wp-caption-text\">Johannes Martschin \u00a9 Horst Dockal<\/figcaption><\/figure><p><span data-contrast=\"auto\">Seit Oktober 2025 verst\u00e4rkt der\u00a0AI Mode\u00a0von Google diese Entwicklung in \u00d6sterreich zus\u00e4tzlich. Google AI\u00a0Overviews\u00a0priorisieren qualitativ hochwertige, aktuelle Inhalte von autorisierten Quellen sowie strukturierte Daten aus Wissensdatenbanken.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><h3>Verantwortungsvolle Information f\u00fcr sensible Themen<\/h3><p><span data-contrast=\"auto\">Gerade bei wissenschaftlichen, medizinischen und bildungsrelevanten Inhalten tr\u00e4gt professionelle PR-Arbeit Verantwortung f\u00fcr die Informationsqualit\u00e4t. \u201eKI-Chatbots nutzen bevorzugt vertrauensw\u00fcrdige Quellen. Wer in diesen Publikationen pr\u00e4sent ist, tr\u00e4gt zur Qualit\u00e4t der digitalen Informationslandschaft bei&#8221;, erkl\u00e4rt Jakob Lajta, Senior Consultant und GEO-Spezialist.<\/span><\/p><figure id=\"attachment_5243\" aria-describedby=\"caption-attachment-5243\" style=\"width: 350px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/martschin.com\/wp-content\/uploads\/2020\/04\/MP-201626634.jpg\"><img decoding=\"async\" class=\" wp-image-5243\" src=\"https:\/\/martschin.com\/wp-content\/uploads\/2020\/04\/MP-201626634-300x200.jpg\" alt=\"Berater-Team Martschin &amp; Partner PR Senior Consultant MMag. Jakob Lajta, MAS \u00a9 Horst Dockal\" width=\"350\" height=\"233\" \/><\/a><figcaption id=\"caption-attachment-5243\" class=\"wp-caption-text\">Jakob Lajta \u00a9 Horst Dockal<\/figcaption><\/figure><h3>Strategische Kombination von PR und Technik<\/h3><p><span data-contrast=\"auto\">Die entwickelten GEO-Strategien verbinden klassische Medienarbeit mit technischer Content-Optimierung: strukturierte Datenformate, externe Quellenverweise f\u00fcr erh\u00f6hte Glaubw\u00fcrdigkeit, Schema Markup f\u00fcr maschinelle Lesbarkeit und strategische Platzierung in relevanten Medien. Die Resultate zeigen sich in KI-Empfehlungen, Erw\u00e4hnungen in Google AI-Zusammenfassungen und langfristiger digitaler Pr\u00e4senz.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Pressearbeit entwickelt sich damit vom vermeintlichen Auslaufmodell zum zentralen Instrument f\u00fcr nachhaltige Sichtbarkeit in der KI-gesteuerten Informationswelt.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>W\u00e4hrend viele Unternehmen ausschlie\u00dflich auf Website-Optimierung setzen, erlebt traditionelle Medienarbeit eine unerwartete Aufwertung, da KI-gest\u00fctzte Suchsysteme wie ChatGPT oder\u00a0Perplexity etablierte Nachrichtenquellen bevorzugen.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,2720],"tags":[2654,2655,366,2652,1044,2240,2239,2266,2267,429,65,74,602,75,1190,702],"class_list":["post-10628","post","type-post","status-publish","format-standard","hentry","category-dienstleistungen","category-news","tag-generative-engine-optimization","tag-geo","tag-hannes-martschin","tag-jakob-lajta","tag-johannes-martschin","tag-kuenstliche-intelligenz","tag-ki","tag-kommunikationsagentur","tag-kommunikationsberater","tag-kommunikationsberatung","tag-martschin-partner","tag-pr","tag-pr-agentur-wien","tag-pr-agentur","tag-pressearbeit","tag-strategische-kommunikationsberatung"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pressearbeit als Schl\u00fcssel zur KI-Sichtbarkeit - Martschin &amp; 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