How to harness the power of brand mentions across the search universe

Brand mentions are crucial in shaping brand presence and perception around the world search universe. This article explores the growing relationship between brand mentions and their significance in developing search share and driving brand searches.

We will also:

• Dive into the nuances of branding.
• Explore how brand mentions impact search marketing across both traditional and social search platforms.
• Discuss strategies for integrating brand mentions into a cohesive search marketing approach.

Understanding Branding

From publications to social channels to search platforms, conversations about brands are happening across more and more touchpoints.

Broadly speaking, brand mentions are any reference to a brand within digital content, covering a wide range of online interactions.

These entries can be divided into:

• Direct mentions.
• Indirect mentions.

Direct mentions

• These are clear references where the brand name is explicitly mentioned.
• Direct mentions are easy to track and measure and provide clear insights into brand visibility and audience engagement.
• Social Sentiment tools, such as Brand24 or Brandwatch, can be used to monitor this.

Indirect mentions

• This may include product names, services or content that are closely related to the brand, without explicitly naming them.
• These listings require more advanced tracking methods, but provide valuable insights into the broader brand landscape and still impact search share.

Understanding the types of listings is key to understanding their impact on brand search and search share.

Developments in search volumes, as well as trends around brand terms and products, are signals we can pay attention to when reporting on the impact of direct/indirect mentions across channels.

Where brand mentions occur

Brand mentions can occur across numerous channels, each with a unique audience and interaction style.

Social media

• Instagram, X, TikTok, Pinterest and Facebook are hotbeds for brand mentions, with users regularly discussing brands in posts, comments and stories.
• Brands that can produce these listings through strategic activations around UGC campaigns, influencer marketing, and owned content can effectively increase their share of search results.

Blogs, news and articles

• Written content on blogs and news sites often includes brand mentions, either as a primary focus or within broader topics.
• Digital PR remains a great way to get coverage within these online publications.
• Previously, the elusive ‘follow’ link was the goal. In the future, branding will become the desired goal.

Forums and discussion boards

• As Reddit and Quora become more prominent in search engine results, brands can use them for in-depth discussions on specific topics.
• Brand mentions on these platforms provide valuable insights and increase perception and awareness.

Online reviews and feedback platforms

• Sites like Yelp, Google Reviews, and TripAdvisor offer direct customer feedback, making them invaluable for assessing brand sentiment.
• Such ratings may then be used in our website content to emphasize ‘trustworthiness’.

Understanding brand mentions across touchpoints is critical. It is the first step to use them within a comprehensive search strategy.

Monitoring and engaging with these listings provides valuable insights into public perception and user needs.

Dig deeper: Why brand mentions are the future of backlinks

Branding for SEO

The influence of brand mentions goes beyond just name dropping. They provide brands with a crucial way to shape their presence in SERP results across the search universe, on both traditional and social search platforms.

Let’s take a look at the impact of brand mentions on search marketing.

Traditional search

For traditional search, the benefits of acquiring and leveraging brand mentions are significant, albeit indirect.

I remember Carrie Rose from Rise at Seven discussing how brands can use listings to expand their presence on SERPs during a 2023 conference talk. This remains relevant today.

Brands can use brand mentions through the channels we discussed to start dominating SERPs, and ensure their brand owns SERP real estate.

By associating brand names with relevant search terms and aiming for mentions next to these terms, it is possible to:

• Increase visibility on social search platforms.
• Get featured in press articles that often appear at the top of search results.
• Gain visibility on forums that are becoming increasingly prominent in search results.

This method ensures brands are front and center on crucial terms in the non-brand space – a huge SEO win.

Social search / search universe

When we shift our focus to the emerging search universe and social search platforms, brand mentions begin to take a different form.

Brand mentions on social search platforms aim to increase brand awareness and awareness and ultimately drive conversions, often through traditional SEO platforms.

Traditional search relies on our search to show us relevant content. These handcuffs are removed on social platforms.

Social algorithms try to provide users with relevant content through their feed, usually related to previously engaged content.

In this case, social platforms could deliver our branded content without search, making social platforms an attractive prospect for brands.

Each platform has individual nuances that need to be taken into account. Ultimately, social search allows brands to blur the line between demand-generating content and demand-capitalization content, something traditional search simply cannot replicate.

In doing so, we can simplify brand searches and improve search share – a win-win situation!

Dig deeper: Search, social and retail: the future of digital brand experiences

Brand mentions on traditional and social search platforms

Let’s look at some of the benefits of traditional and social search branding.

Increase range

• Each mention acts as a digital beacon, a brand signal, if you will, potentially reaching new audiences across these diverse platforms.
• These audiences might not otherwise have encountered the brand, expanding its reach beyond the existing community.

Build trust and authority

• In the eyes of consumers, frequent mentions by reputable sources can elevate a brand’s status, giving it credibility and authority. This perceived authority makes the brand more visible and attractive to potential customers.
• With traditional SEO this comes from reporting in the press and publications. With social searching, this is more likely to stem from user-generated content (UGC) or a community’s favorite content creators.

Encourage engagement and conversations

• Brand mentions can spark discussion and engagement, increasing visibility on public forums, social media, or comment sections.
• They keep the brand at the forefront of relevant discussions and strengthen its online presence. This can be crafted to move people to a landing page as part of this discussion or conversation.

How to integrate brand mentions into a strategy

Brand mentions will likely occur naturally, but relying on them is insufficient. Instead, you can build your search strategies with the main consideration being to achieve brand mentions. This includes consistent monitoring and analysis of your brand mentions.

Apply processes and tools to monitor such listings across platforms so you can assess their impact on visibility, brand search trends and search share. This should be the fundamental piece of your puzzle.

From here you can actively participate in your brand mentions, especially on social search platforms. Respond to reviews, join conversations and contribute to discussions as these will amplify the impact and effects of your activations.

Creating a content strategy to drive brand search and increase search share is critical, especially if you’re seeing a shift toward social search destinations among your audiences.

To drive better brand mentions and long-term value, consider the following:

• Using outreach and digital PR.
• Create shareable content.
• Activate creator-led content.
• Leverage UGC.
• Participate in emerging trends.

This strategic approach to leveraging brand mentions improves organic visibility, helping you gain prominence in the search universe.

Drive brand mentions across the search universe

By strategically promoting brand mentions, you can control a significant portion of searches and mark your territory in the evolving search universe.

Integrating brand mentions into a cohesive search marketing strategy requires a proactive and creative approach. Monitoring, engaging, and cultivating organic listings are fundamental steps.

To truly benefit from brand mentions, you also need to create resonant content, collaborate with influential voices, and participate in digital trends that extend your presence beyond traditional search results.

By embracing a search-everywhere approach, you can leverage the full spectrum of opportunities that brand listings provide.