Why Brand Mentions Matter for Generative Engine Optimization (And How to Get Them)

As large language models (LLMs) and AI-powered search interfaces like Google’s AI Overviews and ChatGPT become more prevalent, marketers face a new challenge: How do you get your brand to show up organically in these generative answers?

The answer increasingly lies in brand mentions — and the context and credibility behind them.

How Generative Engines Decide What Information to Surface

Generative engines synthesize answers from various sources instead of returning ranked links. They rely on:

• Pre-trained model knowledge drawn from large-scale web and document datasets during training.
• Real-time retrieval or indexing depending on the platform. For example, Google’s AI Overviews surface content directly in the SERP from sites it already indexes and deems trustworthy. Tools like ChatGPT’s Web Browser or Perplexity retrieve results from the open web.
• User engagement signals, such as click behavior, satisfaction metrics, and inferred usefulness, which help generative systems learn what types of content perform best.

Recent data from Authoritas shows that the composition of pages featured in Google’s AI Overviews changes rapidly: 70% of pages surfaced in AIOs were different across two snapshots taken just months apart. This suggests generative engines are highly responsive to fresh authority signals.

Why Brand Mentions Matter

LLMs need trusted signals to determine what to say and which brands to elevate. That’s where brand mentions — particularly those in trusted, journalistic contexts — become a key SEO asset.

Ahrefs, a marketing analytics platform,  released a fascinating look at what factors correlate most with appearing in AI Overviews, with brand mentions appearing at the top of the list.

While AI Overviews aren’t the end-all-be-all of LLMs, it’s a good bet that most of them use similar principles when seeking out the most reliable and useful information.

Here’s what makes a brand mention valuable:

• Topical Relevance: Mentions should appear on pages that align with the questions your customers are asking.
• Site Authority: The more credible the outlet, the more weight the mention carries in model training and AI indexing.
• Natural Context: AI models are trained to understand nuance. Mentions embedded in informative, journalistic content are more impactful than those in promotional copy.

Most interesting about the focus on brand mentions is that backlinks, which have long been a cornerstone of SEO, don’t seem to be as crucial in establishing authority. 

A recent study by Seer Interactive found that while backlinks didn’t significantly impact a site’s probability of inclusion in LLMs.

In any case, the focus should be on producing a brand experience and creating associated content that are worth talking about.

How to Secure More Useful Brand Mentions

Getting name-dropped in the right places doesn't happen by accident. Here are strategic ways marketers can secure mentions that actually move the needle.

1. Use Brand Journalism to Create Promotable Stories

Newsrooms are increasingly understaffed and under pressure. If you can create data-driven stories or expert insights that are actually useful, publishers are likely to run them — and your brand will be mentioned as the source.

At Stacker, we help brands do just that. For example, we partnered with CheapInsurance.com to distribute stories like 5 popular retirement activities—and the best cities for each, which earned 532 placements in partner publications.

2. Prioritize Earned Media Over Paid Placements

While advertorials may offer short-term visibility, they often lack the trust signals generative engines value since the mention was paid for. Focus instead on earning your way into the conversation through expert commentary, data partnerships, and newsworthy insights.

Some solutions like Stacker allow you to expand your earned reach through distribution without receiving the “sponsored” or “ad” tag. When multiple publications vouch for your content by republishing it or linking to it, it signals the value of what you created to LLMs and readers alike.

If you’re just starting out in PR with minimal budget, try:

• Using tools like Qwoted and Featured to answer journalists’ requests for information.
• Pitching your subject matter experts for conferences, podcasts, etc. to share their expertise with a relevant audience.
• Building relationships with niche industry reporters and editors by consistently sharing valuable insights or offering timely data they can use in their coverage, even if you’re not the main story.
  
  

3. Monitor Mentions and Fill Gaps

Use tools like Google Alerts, Muck Rack, and Mention to track when and where your brand appears. Look for opportunities to build on positive coverage by pitching follow-up content or collaborating with journalists.

Also, check on your competitors to see where they’re getting mentions from. You can do this by checking their backlinks with tools like Ahrefs and Semrush. Seeing what’s working for them can give you ideas on how to contribute to industry conversations.

4. Invest in Customer Experience to Fuel Organic Word of Mouth

Some of the most credible and persistent brand mentions online come not from press but from real customers. Communities like Reddit, Quora, and niche forums frequently show up in LLM-generated responses, especially for product and service recommendations.

Look at how, in the example below, AI Overviews cites Reddit twice in its response.

Generative engines recognize and reward:

• High-volume, authentic brand discussions
• Third-party testimonials that aren't driven by brand PR
• Consistent mention of your brand in positive contexts

That’s why an excellent customer experience — and a loyal user base willing to share it — can generate a halo effect far beyond reviews. Cultivating advocacy at the bottom of the funnel is increasingly becoming a top-of-funnel strategy.

Your Go-Forward Plan

In the age of generative search, your brand’s inclusion in AI-generated responses won’t depend on how well you optimized a landing page — it’ll depend on whether your brand is considered a trustworthy source in the wider information ecosystem.

Brand mentions in authentic, authoritative contexts are one of the most effective ways to earn that trust. The marketers who recognize this shift early — and act on it — will be the ones whose brands are surfaced, cited, and remembered.