Brand Mentions: The New Backlinks For SEO?

Brand mentions are tearing up the SEO world right now, with some saying they’re actually supplanting links as the go-to deliverable for SEO success.

But are they really? And what’s driving the popularity of brand mentions right now?

What Are Brand Mentions?

Brand mentions are instances where your business, product, or website is referenced by name on an external site.

These mentions may or may not include a backlink.

While links have always been a pillar of SEO, mentions – sometimes called “implied links” – are increasingly influential in shaping a brand’s online reputation and visibility.

Historically, Google has acknowledged that brand mentions contribute to a website’s authority.

They can drive branded searches, improve click-through rates, and even factor into how Google interprets a site’s expertise, authority, and trust (E-E-A-T).

And now, with the rise of generative AI, these mentions are doing even more.

Why Brand Mentions Matter for AI

Large Language Models (LLMs) like ChatGPT and Google’s AI systems don’t crawl websites like traditional search engines do.

Instead, they “read” and interpret massive volumes of text, building associations between words, topics, and brands. If your brand name appears frequently in positive, relevant contexts, the AI starts to associate your business with certain topics or industries.

That’s why brand mentions are so important. They act as signals to AI that your brand is trustworthy, authoritative, and worth recommending.

For example, if your company is regularly mentioned in connection with “best marketing tools” or “top link building services,” there’s a greater chance that ChatGPT or Google’s AI Overviews will include your brand in its answer when a user asks for recommendations in that space.

Not All Mentions Are Equal

The quality, relevance, and sentiment of brand mentions matter just as much as their frequency. Mentions in respected publications, niche blogs, and curated listicles help reinforce your brand’s authority in the eyes of AI models.

In contrast, off-topic or low-quality mentions are less likely to be picked up—or worse, they could skew sentiment against your brand.

That’s why it’s critical to develop a strategy for building brand mentions that are both positive and contextually relevant.

How to Build High-Value Brand Mentions

Fortunately, many existing SEO tactics already contribute to strong brand visibility, but to truly thrive in the AI era, consider incorporating these specific strategies:

1. Get Featured in Listicles and Roundups

AI tools love structured content like “Top 10” lists and product roundups. These are often the first resources referenced when AI generates answers. Being featured in these types of articles increases the chances that your brand will be recommended by tools like ChatGPT or cited in Google’s AI Overviews.

Our dedicated Brand Mentions service is perfect for securing AI-influencing, SEO brand mentions and backlinks in contextually relevant listicles, reviews, and roundups.

We’ve designed it from the ground up to help you secure brand mentions in positive contexts to expand your total brand mentions.

2. Leverage Digital PR

Digital PR remains one of the most powerful tools for increasing brand exposure. By securing features, interviews, or commentary in online publications, you not only earn valuable backlinks – you also gain brand mentions in trusted contexts that AI is likely to recognize.

fatjoe’s done-for-you Digital PR campaigns get your brand featured in high-authority publications with both initial coverage and syndicated pick-up driving explosive growth in the number – and quality – of brand mentions across the web.

3. Use Strategic Link Building

While link building primarily focuses on earning links, it also results in brand mentions in editorial content. Every guest post or outreach article is an opportunity to reinforce your brand’s identity across the web.

fatjoe’s Link Building services like Blogger Outreach and Niche Edits are perfect for building up a base of brand mentions in relevant but non-promotional posts, to build brand profile and influence SEO.

Maintaining a natural mention profile is as important as maintaining a natural link profile. Non-promotional mentions like these are perfect for doing so in natural, relevant contexts.

4. Tap Into Reviews and Reputation Content

Positive brand mentions in user reviews, testimonials, and third-party assessments help AI tools understand not just what your brand does, but how people feel about it. Sentiment matters in AI – so make sure your reviews reflect the right tone.

Brand + Links = SEO Wins

The rules of SEO are evolving, and brand mentions are now more important than ever.

As AI becomes a core component of how people search and receive recommendations, brands need to shift their focus beyond just links and keywords.

The way your brand is discussed across the web – who’s talking about you, and in what context – is becoming just as valuable.

Don’t throw the baby out with the bathwater though.

Links are still important for SEO. SERPs still matter. SEO still matters.

You just need to build in AI SEO awareness and brand mentions as part of your overall SEO strategy – not instead of it.

If you want to get ahead of the curve and build a strong digital presence for the AI era, now’s the time to act.

Check out our suite of services, from Digital PR and Link Building to our new Brand Mentions offering, and start building your brand where it counts.