Tom Capper advises separating brand mentions from citations in AI search
Tom Capper, Director of Search Product Strategy at STAT, presented a framework for measuring AI search visibility in a webinar. He argued that traditional click-based analytics fail to capture the full customer journey, particularly when AI answers recommend products without linking to the brand's website. Capper emphasized distinguishing between brand mentions (entity recognition) and source…
Key points
- Capper advises tracking brand mentions separately from URL citations to capture AI recommendations accurately.
- Teams should use representative prompt samples and web interfaces to measure AI visibility consistently.
- Visibility metrics should be combined with business outcomes and surveys to improve attribution.
To address variability in AI responses, Capper recommended building a representative prompt sample rather than relying on isolated queries. He advised using realistic questions derived from People Also Ask data and specific user personas, collected via web interfaces to match user experiences. Citations should still be used to identify third-party sources influencing recommendations, allowing teams to target specific review sites or publications for improvement.
Capper also suggested combining visibility metrics with business outcomes, such as revenue and post-purchase surveys, to better understand attribution. He warned against over-relying on volatile sentiment scores and recommended tracking presence, recommendation context, and SERP prominence. The goal is to create a holistic view that connects AI visibility to actual business results, rather than treating visibility as a standalone KPI.
The story so far
7 episodes →- Tom Capper advises separating brand mentions from citations in AI searchthis story
Tactical Solutions For The Biggest AI Search Measurement Challenges via @sejournal, @lorenbaker
Search Engine Journal · 26 October 2026
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This text was published by Search Engine Journal and written by Loren Baker. It is reproduced here with attribution so you can read it in full; the rights remain with the publisher. Read it at the source ↗
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