How brand mentions affect website promotion

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Mentions of a company on the Internet can increase the visibility of its website in search engines and attract more customers. In this article from the Topface Media team , we analyze the types of mentions, the mechanism of their influence on SEO, the best strategies for their use and analysis.
What is a "brand mention"
When someone on social media platforms — social networks, review sites, forums, blogs — talks about a company or its product using the brand name, it is considered a mention.

Mentions can be created by ordinary users social media marketing service without the company's knowledge or become part of a strategy for online promotion and online reputation management.
Types of brand mentions
According to the most general classification, mentions on the Internet can be divided into two groups.
Related
This is a type of backlink that accompanies the text with the brand name and leads to its website.
Unrelated
Mentions of a brand without a link to its web resource, which are not added to the backlinks directory. This does not make them useless and they are also taken into account by search engines.
The Impact of Related Mentions on SEO
Impact on search engine rankings
Related mentions are considered the most useful for attracting referral traffic and promoting through SEO. They are found in blogs, articles, reviews and user posts and are related to contextual backlinks. Search algorithms value them more than stand-alone ones and take them into account when determining the resource rating. The more positive related mentions a brand has online, the higher its site’s position in the ranked list of results and the more stable the company’s online reputation.
Role in the formation of link mass
The link mass consists of all links to the brand's website posted on third-party resources and is taken into account by search engines when ranking. To build up a high-quality link mass and advance to the top of the search results, the company needs to stimulate the appearance of related mentions on authoritative sites.
The Impact of Unrelated Mentions on SEO
Although unlinked brand mentions are evaluated differently by search robots, they also affect online reputation. A large number of unrelated brand mentions is a favorable factor when ranking its web resources in search results. Working with such mentions, you can increase brand (queries with the brand name entered in the search bar) and direct (queries with the site address in the browser bar) traffic and the authority of the site.



If you include unrelated brand mentions in the content on external sites and on the pages of the company's site, you can get an increase in natural traffic and, as a result, engagement rates. And more active user interaction with the site, in turn, will become a positive signal for search algorithms, and they will increase the resource's rating.

Customer reviews, which are essentially unrelated brand mentions, are one of the main SEO factors. Each user who publishes a review of the company's product on the Internet helps its promotion in search engines.
Analysis and monitoring of brand mentions
The very first thing you can do to monitor brand mentions on the Internet is to set up a search for key queries in Yandex.Wordstat or connect free Google Alerts.
If the brand is small, then the practice of manual monitoring can work. You need to search for mentions regularly by entering the brand name in the search lines of Yandex, Google and social networks. In this method, for the completeness of the results, it is important to take into account all (including erroneous) spelling options for names - not only the brand, but also its products, and events related to it, and the names of executives.
However, it is impossible to monitor all mentions and determine their tone manually 24/7. Therefore, companies connect analytical online services that notify about all brand mentions, and additionally allow you to track site traffic, engagement and conversions. This information helps maintain interaction with customers, quickly respond to their reviews and questions, thank them and encourage them for feedback.