In today’s world of marketing, being on top of Google search results is something all business owners are dreaming about. And even though there are plenty of ways you can advertise online and attract people to your website, organic traffic through search engines is still the key to success. And is there a better way to make sure you dominate search result pages than to invest in SEO? Of course, mastering SEO isn’t easy, especially when you take into consideration how Google’s algorithm keeps changing.
All the recent changes in the world of SEO have led to brand mentions gaining a huge momentum. This is the case because brand mentions, together with citations, boost your online presence and reputation, which helps your business grow. Taking this into account, it’s safe to say that they are the future of SEO link building.
Old School Link Building
There’s no doubt that most marketers were pretty fine with the way link building was before. The only thing they were supposed to aim at was generating as many links as possible. Still, the rule that says the more links you have, the better your Google ranking is doesn’t apply anymore.
There were many loopholes in this system, and as mentioned above, people managed to find ways to manipulate it. Still, people at Google always had another plan and they aimed at stemming the tide of practices like this. They made some huge changes to the way their algorithm works and came up with new updates that no longer allowed those black hat practitioners to take advantage of the system.
This resulted in traditional link building undergoing a lot of change. Today, if you try to exploit the system, it will do more harm than good to the authority of your brand, which is something you should never aim for. This has even changed the way guest blogging works and today it’s all about establishing yourself as an expert and providing quality content for your audience.
As the world of SEO kept changing, new patents have also established new definitions for links. Today, we have express links which are links that navigate you to the target resource, and implied links which are just a reference to the target resource. Implied links are the next big thing in the industry, even though they are just a mention or citation of your brand, product, website, or company name.
Therefore, we now have sites that talk about other companies, their products and the way they’re relevant to that website. This means that content can be created for the purpose of mentioning your company or product in order to create an implied link for you. And as long as you get mentioned, an online citation or brand mention will be established.
Of course, there’s much more to it than simply establishing implied links for your business. If your brand is poorly designed and you have no social media presence, even if you do show up on the first page of Google search results, it’s hardly going to generate more sales. That’s why it’s always a good idea to contact local professionals who can help you with your brand design. For example, if you’re based in Australia, you can find an advertising agency in Sydney you can turn to.
The importance of citations and brand mentions
As mentioned above, Google finds citations and brand mentions quite important. And if they’re important to Google, they’re important to SEO as well. Now, there are tons of reasons why that could be the case but there are a few possibilities experts consider the most probable.
Since text and links can be manipulated easily, chances are citations and brand mentions gained so much importance due to the fact that they cannot be woven into unrelated content. They’re much harder to manipulate and more effort has to be put in order to include them in certain content.
Furthermore, the use of social media is constantly increasing and comments, tweets, and shares simply had to become a significant factor for Google ranking. And before citations and brand mentions became so relevant, links shared on social media were no-follow and didn’t affect your Google ranking.
Citations and brand mentions are also quite relevant when it comes to local SEO. Local SEO is what small- and medium- sized businesses use to attract customers near them. With this in mind, it’s also quite logical that Google wanted to make use of their importance for the big picture.
Achieving a perfect balance
Even though both citations and brand mentions became more significant, this still doesn’t mean traditional links are no longer necessary. In fact, they’re still very important, just in a different capacity than before. So, achieving a balance between brand mentions and traditional links is always a good idea.
When using these, you have to avoid using express links too much, as this can get you labelled as a “spammer” which can seriously affect your brand authority. One of the best and most natural ways to make sure you have a good ratio of express link to brand mentions is to frequently use visual content that can go viral.
If you’re looking for a way to increase the number of your brand mentions, you can always turn to guest blogging. Just make sure you find the right blogs for promoting your business. Furthermore, there are some other great ways for generating brand mentions such as commenting, sharing content that can go viral and posting on social media. Of course, you also have to make your website authoritative and relevant.
The bottom line
With all the new changes, the process of citation and brand mention has now become a natural by-product of individuals and companies who trust your brand. Investing in improving your brand and making it show on the first page of Google search results is now more important than ever, especially for the businesses that want to conquer it all.
Dan Radak is a marketing professional with ten years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.