Increase Brand Mentions in AI Search

When to use this playbook

Use this guide if:

• Your brand rarely appears in AI responses
• Competitors dominate mentions
• Your Share of Voice is low

Step 1: Identify missing prompts

Go to Brand Insights and find:

• Prompts where competitors appear but you do not
• High-frequency prompts with no brand presence

=> These are your highest-impact opportunities.

Step 2: Analyze competitor positioning

For each missing prompt:

• Which competitors are mentioned?
• How are they described?
• What role do they play (tool, leader, alternative)?

=> Goal:
Understand why AI selects them instead of you

Step 3: Expand coverage across use cases

AI systems favor brands that are:

• Clearly associated with specific use cases
• Consistently mentioned across contexts

To improve this:

• Create or improve pages targeting specific use cases
• Ensure each page answers a clear intent
• Cover comparisons, alternatives, and categories

Step 4: Strengthen entity clarity

AI systems rely on structured understanding of brands.

Make sure your content clearly communicates:

• What your product is
• Who it is for
• How it compares to alternatives

=> Avoid vague or generic descriptions.

Step 5: Increase topical relevance

If your brand is not mentioned, it may not be strongly associated with the topic.

Improve relevance by:

• Publishing content around key topics
• Aligning content with common AI prompts
• Reinforcing your presence in specific categories

Step 6: Monitor changes

After implementing changes:

• Track Brand Mentions
• Monitor Share of Voice
• Watch changes in AI Visibility Score

=> Focus on trends, not single data points.

Common patterns

Pattern 1: Competitor dominates

-> They have stronger association with the category

Fix:
Position your brand more clearly within that category

Pattern 2: No brand appears

-> AI is unsure which brands to include

Fix:
Create clearer, more authoritative content

Pattern 3: You appear only in niche prompts

-> Limited coverage

Fix:
Expand into broader use cases

What success looks like

• Your brand appears more frequently
• Your Share of Voice increases
• You are included in key prompts

Next step

=> Move to Improve Visibility to strengthen your positioning within AI responses.