Google uses what it calls the salience score, which is a numeric number from 0 to 1.0, to recognize the importance of an entity (person, place, or thing) to the content. The higher the number, the more important Google recognizes that entity to be. 

Google also uses entity mentions, which applies to the proper nouns used in the content. Which is how brand mentions can boost your website’s ranking. 

What You Need to Know Highlights

• Google uses proper nouns as entity mentions 
• Google applies a salience score to entities used in content
• Studies prove brand mentions in AI search matters
• Understanding what makes AI mention brands is key insight for strategy building
• Use social media, directories, and alternative means to build brand mentions

What Are Brand Mentions?

Brand mentions are what they sound like. It’s when someone talks about your company online without linking to your website. These mentions are impactful for SEO, even without direct links, because they build authority and brand awareness. Backlinks, or links to your website from another website, are always the goal, but brand mentions shouldn’t be discounted as valuable on their own.

Entity Salience and Your Brand

As we mentioned earlier, Google uses “entity salience” to determine how important a term, or proper noun is, like your brand name for example, to the content it’s included in on a score from 0 to 1. The closer to 1, the more important Google considers your brand to that content.

This is important to note because it will build brand authority online. Additionally, brand mentions are impactful because:

• Google sees them as “implied links”
• They increase your brand’s trustworthiness
• They improve your online visibility

Factors Influencing Brand Mentions in AI Answers

In 2025, Seer published a study that looked at AI and brand visibility, finding that brand mentions can boost your website’s ranking. The study also highlights what drives brand mentions in AI answers:

• Google Rankings: Brands on Google’s first page showed a strong correlation (~0.65) with AI mentions
• Bing Rankings: Also important, but slightly less than Google
• Backlinks: Little to no impact
• Content Variety: Impact was less than expected

Brand Mentions vs. Backlinks

Backlinks remain valuable, but brand mentions are gaining equal importance, especially when we consider AI search. Consider this: according to a Backlinko study, 95% of webpages do not have backlinks.

Combine that with the study by Seer, the case for backlinks as a top ranking factor just doesn’t have the footing it may have had a few years ago. 

How to Get More Brand Mentions

In addition to getting quotes in industry publications like online magazines or news sites, using tools like HARO, and creating share-worthy content, there are a few more ways to boost your brand mentions:

Social Media

Even though it is not a direct ranking factor, social media optimization plays a key role in brand visibility and brand awareness. 

• Engage actively on platforms where your audience is most present
• Use branded hashtags to support user-generated content
• Run social media contests or challenges
• Collaborate with influencers for sponsored posts or product reviews

Directory Listings

When considering directory listings, choose authoritative options like Google Business Profile and Yelp. You also want to check that your NAP (Name, Address, Phone Number) is the same across all listings and matches your website. Keep in mind though that any time that information changes, you will need to go to each directory to update the information there as well. It might be helpful to keep a spreadsheet with where you’ve added information to and what information was added. 

• Submit your business to high-quality, relevant directories
• Focus on industry-specific and local directories for targeted visibility
• Optimize your listings with accurate, keyword-rich descriptions
• Foster and encourage customer reviews on platforms like Yelp and Google My Business

Additional Strategies

Not everything is online. Consider community events and other alternatives to build brand awareness online. 

• Host or speak at industry events
• Start an affiliate program to incentivize brand promotion
• Encourage user-generated content through contests or discounts
• Build your personal brand alongside your company’s

Brand mentions and entity salience are not new to SEO but with the emergence of AI and GEO (generative engine optimization), they have pushed their importance to the top of ‘need to know’ list. SEO extends beyond links. By building a strong, well-known brand that people trust and discuss, your brand will find success in search engine rankings.