Mention

A mention is when ChatGPT, Perplexity, or another AI tool references your brand, product, or website in its response. Unlike traditional search results, these references usually don't include clickable links.

A common example: Someone asks an LLM, “what are the best running shoes for flat feet?” and the tool responds with, “brands like Brooks, ASICS, and New Balance." Those are mentions. Your brand is included as part of the answer, even though there's no direct link to your site. The user may still purchase a pair of running shoes based on the LLMs recommendation. 

Mentions matter because they signal authority. If an AI consistently cites your brand when discussing your industry, it suggests the model's training data recognizes you as a credible source. This can boost brand awareness among users who might then search for you directly.

However, mentions present a unique challenge: visibility without traffic. Users see your brand name but can't click through immediately. This makes building a strong, memorable brand presence even more critical in the AI era. 

As a result, it also means adjusting your traffic KPIs. Success requires focusing on brand recall metrics and tracking branded search volume increases rather than traditional click-through rates and search traffic growth.