Written by: An opinion and experience-based article arguing that AI search engines increasingly rely on natural-language mentions rather than traditional backlinks. It explores mention-based SEO, AI search visibility, NLP, structured data, and how businesses can improve their chances of appearing in ChatGPT and other AI-powered search results.
Over the years, I’ve honed my SEO strategy by building hundreds of websites, ranking them, and running successful campaigns for my clients. But recently, something interesting has been happening. AI search engines like ChatGPT, Gemini, and others have begun to favour my sites, and it’s not just about backlinks anymore. It’s about mentions, not just from authoritative sites but from anywhere across the web.
Let me backtrack for a second. We are all aware of the importance of backlinks in SEO. They’re like votes of confidence that tell Google, “Hey, this site is trustworthy and worth ranking higher.” But here’s where things have changed: in AI-powered search results, I’m seeing a different kind of ranking factor emerge, and it’s not about backlinks at all. Instead, it’s about the number of times your site is mentioned in natural language across the internet.
I started noticing this shift when a few of my client sites, which don’t have powerful backlinks, began skyrocketing in AI search engines. These sites, less than six months old, aren’t packed with backlinks. They’re well-structured, with strong topical authority and lots of relevant, fresh content. Even though these sites don’t have the same amount of traffic as others, they’re consistently ranking in the top positions in AI search results. That’s when I realised AI search engines are looking for mentions and recommendations that feel natural rather than relying solely on traditional SEO metrics like backlinks.
The Rise of Mentions in AI Search
What I’ve found is that AI search engines like ChatGPT and others are completely ignoring the usual ranking signals, like backlinks or page authority, and instead favouring sites that are mentioned frequently and naturally. This means that if your business is mentioned as “the best” in a variety of articles, directories, or reviews-even without authoritative backlinks-your site is likely to rank higher.
For instance, I’ve built several listicle-style posts across my network of niche and geo-targeted sites-basically, “Top 10” or “Best of” posts for various industries. When you think about it, these kinds of posts are perfect for mentions. They naturally highlight businesses in their field and mention why they’re the best, whether it’s the best dentist in Melbourne or the best private school in Sydney. These posts don’t rely on heavy SEO tactics; they mention businesses in a positive, conversational way, and this is exactly what I’m seeing AI-powered search engines reward right now.
I’ve tested this strategy for months, and the results speak for themselves. Sites with minimal backlinks but plenty of mentions-whether in reviews, directories, or recommendations-are ranking higher in AI search results. AI appears to be scanning for this type of natural language and ranking businesses that are considered the top contenders in their space.
How I’ve Taken Advantage of This Trend
The cool part? I’ve been able to leverage my network of sites to push my clients into higher positions in AI search results. It’s like using your properties as a launchpad. I create posts that highlight the client as the best in their industry, and while they may not have backlinks in the traditional sense, they’re receiving numerous mentions across multiple platforms. Whether it’s a blog post, a review, or even a social media post, these mentions act as mini-votes that tell AI engines, “This business is the best.”
And it’s not just about publishing content-it’s about being seen across as many places as possible. The more a business is mentioned and associated with positive language, such as “best” or “top-rated,” the more likely it is to appear in AI search results. I’m seeing AI search engines favour these mentions over traditional SEO tactics.
What’s more, even if these sites are less than six months old, they’re still ranking high. This isn’t the case in traditional Google search, where backlinks and domain authority are the most important factors. In AI search, it seems that mentions in relevant, well-structured content are the deciding factor.
AI Search is Not Replacing Google – It’s Complementing It
Another interesting thing I’ve observed is that AI search is not replacing Google search. Instead, it’s complementing it. I do not see AI search engines taking away from Google’s rankings; rather, AI seems to rely on Google to deliver relevant results, but it adds an extra layer by analysing the frequency of mentions across the web. If your site is getting consistent mentions in articles, blog posts, and social media posts, that’s a good sign that your site might be the one AI search engines pick up on.
Although AI search traffic is still in its infancy, representing less than 1% of overall traffic, it is expected to ramp up. It’s not replacing traditional search engines, but it is becoming a more important factor in determining what ranks high, especially for certain types of search queries where relevant mentions are more valuable than sheer backlink quantity.
The Next Step: Natural Language and NLP
For my clients, the next step is to leverage natural language processing (NLP) fully. This is the technology that allows AI to understand and process human language. By creating content that adheres to NLP guidelines, businesses can begin to leverage the way AI search engines rank sites.
This means I’m creating more content that not only mentions my clients as “the best” but does so in a way that appeals to AI models. By using conversational, positive mentions in my content, I’m signalling to AI-powered search engines that my client’s business should rank higher. I’m also integrating schema and structured data to ensure that AI has all the necessary context to understand the relevance of each mention.
Conclusion: A New Era in SEO
So, is this “black hat” SEO? I wouldn’t necessarily call it that. Sure, I’m taking advantage of AI’s current ranking factors, but these are mentions that naturally align with how content is consumed and processed across the web. I’m not doing anything that goes against the grain of AI’s intent; I’m simply creating content that fits well within the way AI processes and understands language.
Currently, AI search engines are prioritising mentions over backlinks as a ranking factor. The more a business is mentioned across the web, the better the chances are of ranking well in AI-powered search results. It’s a game-changer, and it’s something that I’ll continue to watch closely as it evolves.
I’ll be honest: this won’t last forever. AI search engines will continue to evolve, and what works now may not work in a few months. But for now, mention-based SEO is what’s driving results for my clients, and I’m making sure to capitalise on it while it lasts.
