The world of search engine optimization is constantly evolving. Where traditional SEO primarily focused on backlinks and keywords, the focus is increasingly shifting toward brand mentions — references to your brand on the web, even without a direct link. This has major implications for both SEO and GEO (Generative Engine Optimization).

SEO Is Changing: Mentions and Context Matter

Search engines like Google are becoming increasingly sophisticated at understanding context and brand reputation. Brand mentions — even without a hyperlink — contribute to building authority and trust. Google's algorithms can now analyze the context in which a brand is mentioned and factor this into search results.

For AI-driven search experiences (GEO), brand mentions are even more important. AI models base their answers on the frequency and sentiment with which brands are mentioned on the web. The more often and more positively your brand is mentioned, the greater the chance that AI tools will recommend your brand.

Focus on Positive Mentions

It's not enough to simply be mentioned frequently — the quality and sentiment of mentions are crucial. Here are the key strategies:

  • Partnerships — Partner with relevant publications, influencers and industry experts to generate positive mentions
  • Quality content — Publish valuable, shareable content that others want to cite and mention
  • Social media — Be active on social platforms and encourage conversations about your brand

New AI SEO/GEO Tools

With the growing importance of brand mentions, new tools are emerging to monitor and optimize them. A notable example is Trakkr.ai, an AI-powered platform specifically designed to track brand mentions in the context of SEO and GEO.

Trakkr.ai analyzes not only where your brand is mentioned, but also in what context and with what sentiment. This gives marketers actionable insights to improve their brand visibility in both traditional and AI-driven search results.

Proactive Approach

To succeed in the new SEO/GEO landscape, a proactive approach is essential:

  • Actively monitor where and how your brand is mentioned
  • Build relationships with relevant publications and thought leaders
  • Create content that naturally leads to positive mentions
  • Use AI tools to analyze and optimize your brand mention strategy
  • Respond quickly to negative mentions and resolve issues proactively

Brand mentions are no longer a 'nice-to-have' but an essential component of every modern SEO and GEO strategy. Brands that act on this early build a significant competitive advantage in both traditional and AI-driven search results.