Spoiler alert: yes, totally!
“Mentions”, the new holy grail?
Some SEOs and digital experts are now incorporating “mentions” in their mix of Key Performance Indicators (KPIs).
Usual KPIs in SEO are impressions (number of times your web page appears in search results), position on the Search Engine Result Page (SERP), click-through rate (ratio of users choosing you among the results…). They are mostly focused on search engines and the likeliness for them to send you traffic. Google now generates a lot of (AI-powered) answers to searches, which enables users to get the information they were looking for without even clicking on a result (zero-click searches).
Zero-click type of answers are still good visibility if it brings awareness about your brand or services to users who may come back later to you and convert into customers.
In the same way, the brand mentions in the answers of an LLM (Large Language Models such as ChatGPT, Claude or the likes) may enable users to consider your offer or brand, and thus are a desirable event. That’s why some digital experts now work on direct repeated tests or new tools in development to measure their likeliness of being mentioned.
Good content is a safe bet, whatever the targeted tool
SEO has never been a dull, boring, unchanging discipline, and its white-hat principles also applies to AI mentions.
Vocal search, social media, LLMs… searching habits are always evolving, and younger users are always the most likely to adopt new behaviors.
But whatever the tool, providing useful, detailed, clearly-structured, unique and expert content remain key.
And despite all the AI fuss, Google still receives the vast majority of the search market in 2025.
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