How to Build Authority + Earn Mentions as a Part of Your Updated Content Strategy
You already know that the way people search online is changing fast. Long gone are the days of scrolling down the page to all ten results on Google and finding what you want. Now, more and more people are turning to AI overviews and LLMs like ChatGPT and Perplexity among others.
Maintaining an active role in your content strategy has always been important, but with the shift in search behavior, consistency and visibility are now mandatory. In addition to the content you are publishing on your own site, you can increase your chances of being cited in LLMs by engaging on relevant industry sites and seeking out PR and guest post features. These tactics not only boost your authority but they can also extend your reach and can even influence how AI and LLMs cite or reference your content.
Building your authority and earning mentions in these systems not only increase your visibility, but they signal that you are trustworthy to your audience as well. Let’s go over what you need to know.
What Are LLM Mentions?
Large Language Models or LLMs, like ChatGPT or Google’s Gemini, don’t create answers out of thin air. They’re trained to pull from:
Websites with authority and expertise in a subject
Content that is frequently cited, shared, or linked to across the web
Pages that are structured clearly, making them easy to summarize
When your business earns enough of these authority signals, you increase your chances of being featured in AI responses similar to the “featured snippet” from Google’s not-so-distant past.
Why Authority + Mentions Matter
AI-generated summaries often appear above traditional search results. Being included means your brand is visible in the new front row of search.
Even if a user doesn’t click your site, they see your name in the AI response. That repetition builds brand recognition and trust. When people consistently see your brand mentioned as the expert, they’re more likely to:
Search for you directly
Click your links when they appear
Reach out with higher intent to buy or engage
While AI may be new, building authority via link building is not. Link building efforts have long been a keystone of traditional SEO efforts, but with AI systems, there is now an even bigger reason to employ this tactic. To learn more about site authority, you can read SEMrush’s Guide on How to Build Website Authority. For now, let’s get into what you can do to work on your efforts.
Best Practices for Building Authority Signals + Mentions
Now that you know why this matters, here are some best practices to follow:
Choose the Right Sites
There are a couple of things to keep in mind when it comes to where you should focus your energy for link building and features. First, you must ensure that the sites you are focusing on align with your industry and your audience. You need to be visible where your ideal customers are. Once you have determined the site is aligned, assess the quality of the site itself and stick to websites with a good track record of high-quality content. You can also explore PR opportunities on sites like HARO or Qwoted.
Optimize Quality Content
Now that you have identified opportunities, you need to work on your content. You should always write with your audience in mind but also be mindful of where the content is being posted. Ensure that content will be well-received by the site for which you are writing. Additionally, boost your insights with data, case studies, or perspectives to make your piece stand out.
When it comes to formatting your content, you should use good details, include strong description headings, and assess the piece for skimmability (clear summaries, bulleted lists, etc.,). Not only do humans appreciate an easy-read but it helps LLMs understand the content as well.
Measuring & Iterating
Once you have kicked off your efforts, stay consistent. Authority builds over time through repeated mentions and backlinks; this isn’t a one-and-done strategy. You should also be measuring the effectiveness of your efforts by tracking metrics beyond just referral traffic. For example:
Watch for branded search volume growth
Pay attention to mentions in AI / LLM tools (SEMrush now has a tool that shows your AI visibility)
Keep an eye on increases in direct traffic
Monitor visibility for specific keywords
Assess what kind of engagement you received
What Not To Do
Now that we know what to do to, it is equally important to highlight what not to do:
Do not publish on low-quality or spammy sites just for the backlink
Do not reuse generic content
Do not over-optimize your anchor text or force links - value wins over keyword-stuffing
Will Social Media Help Me Get Featured in AI Responses?
You may be thinking, “What about social media?” In short answer: Yes, posting on social media can help indirectly with establishing authority and earning mentions in LLMs, even though social shares themselves aren’t a direct ranking signal. Here is a look at how social media can be a vital part of your efforts:
Content Amplification = More Backlinks
The more people who see your content on social media, the more chances it has to be shared by industry peers, which LLMs treat as credibility signals. It also increases your chances of being linked to blogs, newsletters, and articles. And backlinks, like we said, are not only a long-time SEO staple but they also drive authority for LLMs.
Brand Mentions Without Links
Even if your brand is just being mentioned without a link, this can be picked up on by LLMs. When your brand name shows up consistently in social posts, interviews, or thought leadership threads, it strengthens your authority footprint with humans and AI.
Top-of-Mind Awareness for Journalists & Creators
Many journalists, bloggers, and influencers use social platforms to source ideas. If your posts are consistently helpful, your name is more likely to come up as an expert reference in their articles (which do feed LLMs).
Content Testing Ground
Social media is also a great way to test content. Posts that get traction can be expanded into blogs, guides, or infographics that AI systems are more likely to cite.
Social Content Gets Indexed Too
Platforms like LinkedIn, Meta, and Reddit are now being indexed on search engines and sometimes cited directly in AI Overviews. That means your social post could literally appear in an AI-generated answer if it’s valuable enough.
Overall, while social media isn’t a direct ranking factor, it is one of the fastest ways to fuel the signals that LLMs do rely on: Backlinks, mentions, authority, and visibility.
TL;DR
AI and LLMs are increasingly relying on third-party authority, mentions, and citations as signals, so if you aren’t showing up in relevant sites, you are less likely to be mentioned in AI results. Backlink and PR are no longer nice-to-haves in your SEO strategy; they are an essential asset in maintaining and growing your visibility. With that being said, there are good and bad ways to go about this. Make sure you are always keeping your target audience in mind, creating quality content, and measuring your efforts so you can iterate and improve. Read our previous posts on SEO in the AI Era and LLMO to round out your understanding of where SEO stands today.