As AI systems and large language models (LLMs) shape how information is compiled and presented, brand mentions are becoming a core signal for discoverability. Search Engine Land’s Adam Tanguay argues that “brand mentions have moved from a nice-to-have tactic to core infrastructure in an AI search environment,” and his piece outlines practical ways brands can build the citation footprint LLMs and search engines rely on.
Why brand mentions matter now
Traditional SEO has long depended on backlinks as a primary authority signal. LLM-driven search adds a new dimension: models interpret context, co-occurrence, and reputation from an expanded range of text sources. Mentions — even when unlinked — help models connect a brand to topics, make it a candidate for AI Overviews, and improve organic search relevance.
That shift means the visibility playbook must broaden beyond link acquisition. Brands that are referenced frequently and in clearly relevant contexts gain a compounding advantage: mentions strengthen both human-facing rankings and AI-synthesized answers.
Practical ways to earn mention-driven visibility
Create referenceable assets
Produce materials that others naturally cite. High-value examples include original data and mini-research drops, concise explainer pages that define core terms, and useful tools or calculators. These resources act as the canonical sources that writers, reviewers, and community contributors reference repeatedly.
Target the right places
LLMs frequently draw from structured directories and community conversations. Claim and maintain profiles on review and directory platforms (for example G2, Capterra, TrustRadius) and monitor forums and Reddit threads that rank on Page 1 for priority queries. Adam at Jordan Digital Marketing notes, “The brands that show up in AI answers are not always the biggest. They are the ones that structure content for inclusion and keep it fresh.”
Build relationships, not one-off asks
Outreach that leads with value has higher conversion. Offer journalists, analysts, and creators a clear data point or angle rather than a generic pitch. Host expert panels, contribute to podcasts, and participate in industry AMAs. Over time these relationships produce repeated mentions — the kind that compound into stronger citation signals.
Use PR strategically
Public relations helps scale mentions quickly and secures coverage in tier-one outlets when credibility matters. PR is most effective when a brand already has something newsworthy — proprietary data, a major launch, or an exclusive story — and when internal teams cannot sustain ongoing outreach.
Monitoring and measuring mentions
Track the mentions that matter, not every citation. Prioritize mentions in high-authority or topically relevant sources, and measure trends in co-occurrence with your core topics. Tools and methods include listening for unlinked brand references, tracking links in AI Overviews, and maintaining a catalog of earned comparisons and directory listings. Where possible, map mentions to downstream KPIs like organic traffic to related pages and inclusion in model-generated answers.
Analysis and implications for marketers
The rise of mention-driven signals changes how teams allocate effort. Technical SEO remains foundational — crawlability, structured data, and clear on-page content are prerequisites — but mention-building is the strategic layer that helps content become discoverable by models.
Short-term tactics like broad content expansion without a citation strategy risk low ROI. Instead, invest in a mix of referenceable assets, targeted outreach, and listing management. That mix creates both passive and active channels for mentions: passive assets invite organic references, while outreach and PR secure them when timing is critical.
Finally, align cross-functional teams. Content, PR, product, and customer success should coordinate to identify mentionable assets (research, product wins, case studies) and to ensure consistent naming and messaging across profiles and third-party listings. Consistency helps models tie mentions to the correct entity and topic hub.
Quick checklist to start
- Create or update a canonical explainer page for one high-priority concept.
- Publish one original data snapshot or small research piece and make it easy to cite.
- Claim and refresh profiles on at least two industry directories.
- Identify three journalists, analysts, or creators to brief with a clear, data-driven angle.
- Set up monthly monitoring for unlinked mentions, AI Overviews, and relevant Reddit threads.
Brand mentions are a durable signal — they compound, strengthen over time, and can outpace competitors who focus solely on link volume. As Search Engine Land’s Adam Tanguay warns, brands should prioritize mentions once technical fundamentals are in place. For teams ready to scale, a disciplined mix of referenceable content, relationship-driven outreach, and targeted PR will deliver measurable improvements in both AI-driven and traditional search visibility.
Source: Adam Tanguay, “How to earn brand mentions that drive LLM and SEO visibility,” Search Engine Land, Jan 5, 2026. https://searchengineland.com/earn-brand-mentions-drive-llm-seo-visibility-466728
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