Brand mentions vs backlinks used to be a brand mentions SEO debate with no data. For AI search there now is some: two Ahrefs studies of 75,000 brands each found that being mentioned across the web tracks AI visibility far more closely than backlinks do. This post covers what they found, what Google says, and why a correlation is a direction, not a tactic.
What the studies found
Ahrefs’ first study looked at 75,000 brands and how often Google’s AI Overviews mentioned each one. Branded web mentions had the strongest link, a Spearman correlation of 0.664. Branded anchors followed at 0.527, branded search volume 0.392, Domain Rating 0.326, and backlinks 0.218. Ahrefs itself cautions that correlation is not causation[1].
| Branded web mentions | 0.664 |
|---|---|
| Branded anchors | 0.527 |
| Branded search volume | 0.392 |
| Domain Rating | 0.326 |
| Referring domains | 0.295 |
| Backlinks | 0.218 |
A second Ahrefs study widened the lens to ChatGPT, AI Mode and AI Overviews. YouTube mentions came out strongest, at about 0.737, with branded web mentions between 0.66 and 0.71 depending on the surface, and ChatGPT showing the weakest link to traditional authority metrics[2].
What a correlation of 0.66 looks like
Numbers like 0.664 and 0.218 are easy to quote and hard to picture. Pick a factor to see the shape of each:
What Google says about mentions
In 2021 John Mueller said of unlinked brand mentions: “I don’t think we use those at all for things like PageRank or understanding the link graph of a website”, adding that a plain mention is “too confusing to use as a clear signal”[3]. That was about ranking. For AI, Google’s 2026 guide says its generative AI features “can show what’s being said about products and services across the web, including in blogs, videos, and forum discussions. However, seeking inauthentic ‘mentions’ across the web isn’t as helpful as it might seem”[4].
What to do with this
The practical reading is unglamorous: become worth talking about, in the places your buyers talk. That means original data journalists quote, tools people share, customers who post about you, and a presence on YouTube and in forums where your category is discussed. It also means finding where the conversation already happens. Citation analysis shows the sources AI cites for your buyers’ questions and which of them name competitors but not you; the Reddit SEO guide covers taking part honestly; and entity SEO covers making sure every mention points at the same company.
Questions people ask
Are brand mentions more important than backlinks for AI search?
They track AI visibility more closely. In Ahrefs' study of 75,000 brands, branded web mentions correlated with AI Overview mentions at 0.664, against 0.218 for backlinks. That is correlation, not proof of cause: brands that are talked about more also tend to be bigger, better known and more searched for.
Does Google count unlinked brand mentions?
Not as links. In 2021 Google's John Mueller said he did not think Google uses them for PageRank or understanding the link graph, and that a plain mention is too confusing to use as a clear signal. Google's AI features can, however, show what is said about products across the web.
Should I build mentions to rank in AI answers?
Not by manufacturing them. Google's generative AI guide says seeking inauthentic mentions across the web isn't as helpful as it might seem. Earn mentions by being worth discussing: original data, useful tools, real customers and expert commentary.
Do backlinks still matter?
Yes, for search rankings, and rankings still feed many AI answers. What the studies suggest is that for AI visibility specifically, how widely a brand is discussed matters more than how many links point at its site.
What about YouTube mentions?
In Ahrefs' later study across ChatGPT, AI Mode and AI Overviews, YouTube mentions had the strongest correlation with AI brand visibility, at about 0.737.