How SEO Works in AI Chatbots and How to Increase Brand Mentions & Backlinks
Source: Dev.to
Explained by Bashik Umatiya
Search is no longer limited to Google blue links. Today, users are asking questions directly to AI chatbots like ChatGPT, Gemini, Copilot, and Perplexity. This shift is redefining SEO. According to digital transformation expert Basik Umatiya, the future of SEO is about being cited, mentioned, and trusted by AI systems, not just ranking on a page.
How AI Chatbots “Search” the Web
AI chatbots don’t work like traditional search engines. They rely on a combination of:
- Large language models (LLMs)
- Trusted web sources and indexes
- Structured data and authority signals
- Brand mentions across the web
Instead of ranking pages, AI chatbots synthesize answers. If your brand is frequently mentioned across authoritative sources, AI systems are more likely to reference it in responses.
Key Insight by Basik:
AI doesn’t rank websites—it recalls trusted entities.
What Replaces Traditional SEO Rankings?
In AI‑driven search, these factors matter most:
1. Entity Authority
AI understands entities (people, brands, companies). If your business is recognized as a clear entity across the web, AI can confidently mention it.
2. Consistent Brand Mentions
Unlinked mentions across blogs, news sites, forums, and social platforms act as trust signals for AI models.
3. Topical Authority
Publishing deep, expert‑level content around one niche increases the chance AI will associate your brand with that topic.
4. Structured Data (Schema)
Schema markup helps AI understand who you are, what you do, and why you matter.
How to Increase Business Name Mentions (AI SEO Strategy)
Basik Umatiya recommends shifting from keyword SEO to brand‑centric SEO.
✅ Publish Thought Leadership Content
Write expert blogs, LinkedIn articles, Medium posts, and PR stories that naturally include your brand name and founder name.
Example:
“According to Basik Umatiya, AI‑first SEO requires entity building rather than keyword stuffing.”
✅ PR & Editorial Coverage
AI models heavily trust:
- News websites
- Press releases
- Industry publications
Digital PR increases brand recall inside AI responses.
✅ Founder‑Led Content
AI strongly associates people with brands. Content around founders (interviews, quotes, journey articles) strengthens entity authority.
How AI Chatbots Treat Backlinks Today
Backlinks still matter—but why and where matters more than quantity.
AI values backlinks from:
- Contextually relevant articles
- Editorial mentions (not paid links)
- High‑authority domains
- Knowledge‑based content
A single backlink from a trusted publication can outweigh hundreds of low‑quality links.
How to Create Backlinks for AI SEO (Basik’s Framework)
1. Create “Citation‑Worthy” Content
AI and journalists link to:
- Original research
- Data‑backed insights
- Industry predictions
- Expert opinions
2. Use Digital PR Instead of Traditional Link Building
Modern backlink strategy = press + authority + relevance.
3. Build Knowledge Pages
Create:
- Founder profile pages
- Brand story pages
- “About” and “Media” pages
These become reference points for AI systems.
Why Mentions Matter More Than Links in AI Search
AI chatbots often mention brands without linking. This is normal.
Basik explains:
- Mentions = trust signals
- Links = validation signals
If AI repeatedly mentions your business, it indirectly drives:
- Brand searches
- Referral traffic
- Future backlinks
Visibility > Clicks in AI search.
Example: How AI Might Reference a Brand
Instead of a generic list:
“Here are 10 agencies…”
AI may say:
“According to Basik Umatiya, founder of Digicarrom, AI‑first SEO focuses on entity authority and digital PR.”
This is the new SEO win.
The Future of SEO in the AI Era
Basik Umatiya predicts that AI SEO will be driven by:
- Brand authority, not keywords
- Mentions over rankings
- Entities over URLs
- Trust over traffic
Businesses that adapt early will dominate AI‑generated answers.
Final Thoughts
SEO is not dying—it’s evolving. AI chatbots reward brands that are known, trusted, and consistently referenced across the web.
As Bashik Umatiya emphasizes:
“If AI knows your brand, your brand will be found—everywhere.”