Voices of Search Podcast

Episode: One Signal That AI Models Pick Up On (But Marketers Rarely Optimize For)

Host: Jordan Cooney
Guest: Thomas Payham, CEO & Co-Founder of Otterly AI
Date: February 27, 2026

Episode Overview

This episode explores an increasingly critical, yet often overlooked, aspect of search engine optimization (SEO) and content marketing: optimizing for brand mentions in AI-generated responses, as opposed to the traditional focus on backlinks. Host Jordan Cooney and guest Thomas Payham debate which is more valuable as AI search models evolve, highlighting actionable insights for marketers adapting to the AI-driven search landscape.

Key Discussion Points & Insights

The New Influencer: Brand Mentions vs. Links

• Opening Question:
  • Host Jordan Cooney sets the stage by asking:

    “Should brands care more about being linked or mentioned in AI generated responses?” (00:42)

• Thomas Payham’s Stance:
  • Emphatically advocates for brand mentions:

    “Oh, 100% about you have to care about getting mentioned, right?” (00:57)

• Contrarian View Acknowledged:
  • Jordan recognizes the controversy within the SEO community:

    “You know all the SEOs out there are screaming right now, Thomas.” (01:02)

Depth on Business Impact

• Thomas’ Rationale:
  • He argues that in the context of AI-driven search (such as Google's SGE or ChatGPT), being named as a brand within AI responses can drive more business value than simply being cited or linked, especially for consumer products.
  • Illustrative Example: (02:54)

    “If I’m a sports brand, right, selling running shoes, I could probably optimize my website to be cited and referenced, slash linked for ‘how does marathon training work?’... Does that influence the business in the same manner as getting mentioned as a product when people search for the best running shoes? Probably not, right? So I’ll always opt for brand mentions. Because when there are brand mentions, it is getting more eyeballs, it is getting higher attention within those AI answers.”

  • Key Point:
    • Optimizing for informational queries might get you cited, but being mentioned in product-based queries directly addresses consumer intent and decision-making in AI-generated answers.

Practical Implications

• Shifting SEO Priorities:
  • Marketers should identify opportunities not just to be a cited source, but to become a top-of-mind brand that AI models mention when summarizing “best of” or “top product” queries.
• Business Attention:
  • AI-generated answers increasingly blur traditional boundaries between SERP visibility and true brand recommendation—meaning brand mentions can influence consumer perceptions even more than backlinks.

Memorable Quotes & Moments

• Thomas Payham:

  “There’s more business impact there, right?... When there are brand mentions, it is getting more eyeballs, it is getting higher attention within those AI answers.” (02:54)

• Jordan Cooney:

  “Okay, that’s all for today, but until next time, remember, the answers are always in the data.” (03:42)

Important Timestamps

• 00:42: Episode topic introduced; brand mentions vs. links in AI-generated responses
• 00:57: Thomas takes a firm stance on brand mentions
• 02:54: Deep dive on business impact, product-based SEO strategy, and the power of brand mentions in AI
• 03:42: Closing remarks

Key Takeaways for Marketers

• The SEO landscape is shifting: Brand mentions in AI-generated responses can be more valuable than traditional backlinks.
• AI models tend to influence consumers through brand mentions that feel like trusted recommendations, not just citations.
• Marketers should develop content and marketing strategies that increase the likelihood of their brand being named in AI-generated summaries—especially for commercial and transactional queries.

Summary:
As AI transforms search, successful brands will move beyond building links to building brand presence within the new generation of AI-driven answers. Marketers should focus on visibility not just in the SERPs, but in the “voice” and recommendations of AI itself.