Building brand awareness has long been an important but widely overlooked part of SEO. AI Search has brought this activity to the forefront. The following ideas should assist in forming a strategy for achieving brand name mentions at a ubiquitous scale, with the goal of achieving similar ubiquity in AI search results.
Tell People About The Site
SEOs and businesses can become overly concerned with getting links and forget that the more important thing to do is to get the word out about a website. A website must have unique qualities that will positively impress people and make them enthusiastic about the brand. If the site you’re trying to build traffic to lacks those unique qualities then building links or brand awareness can become a futile activity.
User behavior signals have been a part of Google’s algorithms since the 2004 Navboost signals were kicking in and the recent Google antitrust lawsuit shows that user behavior signals have continued to play a role. What has changed is that SEOs have noticed that AI search results tend to recommend sites that are recommended by other sites, brand mentions.
The key to all of this has been to tell other sites about your site and make it clear to potential consumers or website visitors what makes your site special.
- So the first task is always to make a site special in every possible way.
- The second task is to tell others about the site in order to build word of mouth and top-of-mind brand presence.
Optimizing a website for users and cultivating awareness of that site are the building blocks of the external signals of authoritativeness, expertise, and popularity that Google is always talks about.
Downside of Backlink Searches
Everyone knows how to do a backlink search with third-party tools but a lot of the data consists of garbage-y sites; that’s not the tool’s fault, it’s just the state of the Internet. In any case, a backlink search is limited, it doesn’t surface the conversations real people are having about a website.
In my experience, a better way to do it is to identify all instances of where a site is linked from another site or discussed by another site.
Brand And Link Mentions
Some websites have bookmark and resource pages. These are low hanging fruit.
Search for a competitor’s links:
example.com site:.com “bookmarks” -site:example.com
example.com site:.com “resources” -site:example.com
The “-site:example.com” removes the competitor site from the search results, showing you just the sites that might mention the full URL of the site which may or may not be linked.
The TLD segmented variants are:
example.com site:.net "resources" example.com site:.org "resources" example.com site:.edu "resources" example.com site:.ai "resources" example.com site:.net "links" example.com site:.org "links" example.com site:.edu "links" example.com site:.ai "links" Etc.
The goal is not necessarily to get links. It’s to build awareness of the site and build…
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