Linkby bets big on generative engine optimisation with US$15m funding boost

July 15, 2025 10:00

Australian-founded performance PR platform Linkby has become an “accidental” leader in the generative engine optimisation (GEO) space, according to CEO Chris Wirasinha. As the platform celebrates its latest round of funding — US$15 million — he explains the reason GEO is becoming increasingly important to the industry.

Performance PR, as described by Wirasinha, is not only about getting coverage as a brand, but being able to measure it to a performance-focused outcome. Linkby works on a “cost-per-click” model, where it connects brands to publishers to run editorial campaigns, and pay only for the clicks back to their website when readers engage.

The biggest difference from traditional PR, he said, is the ability to properly measure outcomes.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.