How do you get cited for non-branded queries? AI mentions us for brand searches but not category queries

This is the classic branded vs non-branded gap. Here’s what’s happening:

Why they’re different:

Branded queries:

• AI is looking for information about YOU
• Your website is obviously relevant
• Entity recognition is key

Non-branded queries:

• AI is looking for the BEST solutions
• Your website is one option among many
• Category authority is key

The gap analysis:

For AI to cite you for “best project management tool”:

1. AI must know you’re in this category
2. AI must consider you among the best
3. Third parties must validate this

What competitors probably have that you don’t:

The fix: Build category authority, not just brand presence.

Content strategy for non-branded visibility:

1. Category pillar content

Create THE definitive guide for your category:

• “The Complete Guide to Project Management Tools”
• Comprehensive, objective, includes competitors
• Becomes what others cite

2. Comparison content

• “[Your product] vs [Top competitor 1]”
• “[Your product] vs [Top competitor 2]”
• “Project Management Tool Comparison [Current Year]”

Include yourself as one option among many (honestly).

3. Use case content

• “Best project management for remote teams”
• “Best project management for agencies”
• “Best project management for startups”

Target specific use cases where you excel.

4. “Best of” content

Create your own “best project management tools” list:

• Include yourself appropriately (not #1 for everything)
• Be genuinely helpful
• This becomes citable for category queries

The paradox:

To get cited for non-branded queries, create content that isn’t just about you.

The third-party angle makes sense. We’ve focused on our own content but haven’t invested much in external presence.

Question: For review sites and “best of” articles - is it about quantity of mentions or quality of specific placements?

Quality of placements matters more for AI:

Why:

AI isn’t just counting mentions. It’s evaluating:

• Authority of the source
• Context of the mention
• Consistency of recommendation

High-value placements:

Priority order:

1. Get on top 3 ranking “best of” articles for your category
2. Build strong G2/Capterra presence
3. Earn industry publication mentions
4. Expand from there

10 quality placements beat 100 minor mentions.

Timeline expectations for non-branded visibility:

Month 1-2: Foundation

• Create category comparison content
• Submit/update review site profiles
• Identify target “best of” articles

Month 2-4: Build

• Outreach to “best of” articles for inclusion
• Generate reviews on key platforms
• Publish use case content

Month 4-6: First results

• Some “best of” inclusions
• Improving review presence
• First non-branded citations appearing

Month 6-12: Growth

• Consistent category visibility
• Multiple third-party mentions
• Non-branded citations growing

Key insight:

Non-branded visibility takes longer than branded because it requires building external validation, not just on-site optimization.

Plan for 6+ months to see meaningful non-branded AI visibility.

6+ months is realistic but longer than I’d hoped. Let me build out the plan:

Immediate (Month 1):

1. Create comprehensive category guide (honest, includes competitors)
2. Create comparison content (vs top 3 competitors)
3. Audit and update G2/Capterra profiles

Short-term (Month 2-3):

1. Identify top 10 “best of” articles for our category
2. Outreach for inclusion in those articles
3. Generate customer reviews on key platforms
4. Publish use case content for top 3 use cases

Medium-term (Month 4-6):

1. Continue review generation
2. Create more use case content
3. Build community presence (Reddit, industry forums)
4. Track and adjust based on results

Measurement:

• Track non-branded query citations separately from branded
• Monitor which third-party placements have impact
• Compare our category visibility vs top competitors

Does this prioritization make sense?

Plan looks solid. A few additions:

Don’t forget:

1. Existing content audit

   • Do you have any content that could rank for category queries?
   • Optimize existing content, not just new

2. “Best of” article creation

   • Create YOUR OWN “best [category] tools” article
   • If it ranks, AI cites it
   • Include yourself honestly (not always #1)

3. Press/media angle

   • Industry publications matter
   • Expert commentary opportunities
   • Thought leadership that gets picked up

4. Customer advocacy

   • Customers recommending you in communities
   • Case studies that get shared
   • Natural word-of-mouth signals

The plan is right. These additions can accelerate results.

Competitive analysis for non-branded:

Do this exercise:

Ask AI: “What are the best [your category] tools?”

For each competitor mentioned:

1. Why are they there? (What evidence exists?)
2. Where are they mentioned externally?
3. What content do they have for category queries?
4. What review presence do they have?

Build a gap analysis:

This tells you exactly where to focus.

Reverse-engineer what competitors have. Build those signals.

Final perspective:

Branded visibility = AI knows you exist Non-branded visibility = AI considers you a category leader

Both matter. You need branded as foundation (entity recognition) and non-branded for volume (category traffic).

The journey:

1. Start with branded (easier)
2. Build category content
3. Earn third-party validation
4. Grow non-branded visibility

Most brands are where you are - good branded, weak non-branded. The ones that crack non-branded win the volume.

This is the next level of AI optimization. Worth the investment.