Brand mentions has been one of the hottest trends for many years since it’s about building your brand and becoming an authority in whatever field you or your company specializes in.
As a result, other people or companies might start to talk about you online. This could be on review sites, blogs or larger media outlets.
For many years, these brand mentions has been discussed in the search community as to its power, and how well you can leverage your company’s website on search results.
The thing is, as your company grows these mentions may come in many forms. For anyone wanting to position its brand on search pages, it can be a crucial thing. It ultimately affects the way people perceive your brand when they search for either your name or the industry you want to be the authority in.
Many search marketers care about this deeply. This article explains how to manage brand mentions, and how to prioritize the technical challenges that comes with other media outlets talking about your company.
Unlinked Brand Mentions – Chase The Link?
The discussion around unlinked brand mentions has basically been two-folded:
The more of an authority you become the more brand mentions you’ll get, and Google will see that you are “somebody” on the Internet.
Get that damn link!
Eric Enge, founder of Stone Temple, sat down with Google Webmaster Trends Analyst Gary Illyes at PubCon to discuss this, and there are some valuable insights to take notice of.
For any search marketer that needs a clear explanation on how to work with brand mentions in 2018, take a look at the 5 most important outtakes from Gary Illyes during the conversation:
- If people are talking about you online, even if it’s not a link–it could be a discussion about you online–then the context of the page around that could say something about what you were relevant to.
So this ties in to being an authority or a specialist in your industry. If you have a webpage, make sure that webpage serves a distinct purpose and circle its identity to something unique in that field. If other websites mention your brand, and the context of each mention is different than the other, then Google won’t know what you specialize in, and therefore have no real fundaments on what to rank you for.
2. They (algorithms) definitely start learning based on what mentions you’re getting. And, of course, plain mentions are good, structured mentions are even better.
This is important. Plain mentions without structured data or backlinks or good – Google will know what properties to put in the entity that is your company. But no signal is stronger than a backlink.
Do Brand Mentions Affect Google’s Algorithm?
3. Google are testing their algorithms with humans. We have the search quality raters, we have the “one percenters,” actual users who [get served test results and] indirectly vote on what’s better, so the core algorithm is acting very similarly to how a human would.
Google contracts with over 10,000 search quality raters worldwide to evaluate its search results. Raters are given actual searches to conduct, drawn from real searches that happen on Google. They then rate the quality of pages that appear in the top results — hence the “quality rater” name. Look at them as market researchers.
4. I imagine that for PPC, brand mentions for ads is something important. That’s how you would build up your brand. And similar to that is how we learn that you are something on the internet. Once you start getting mentions, we start learning that, yes, this is an entity. We can start linking to that entity different properties.
Again, back to context. Make sure that your mentions are based on the same topicality. Google’s algorithm is sophisticated enough to know what other topics are proximate to your core, but also which topics falls out of your core. So make sure all mentions are related to your company’s core.
5. Managing that whole environment of your marketplace and, actually, not just your marketplace but even people who sometimes cover it matters, creating a context where you’re establishing yourself as something of an authority in the space.
This last point is important, so I wanted to include it in this post. Always remember that your company’s online identity is based on people. Not only the employees, but the people covering you. If your company culture, identity, your whole reason for existing is robust from within, people will take notice of that – and it will reflect on your product. Managing the whole ecosystem of mentions on the web makes the job so much easier if your company is solid from within.
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