Right now, Google is putting a lot of emphasis on citations and brand mentions. There are countless reasons why this is the case but at the end of the day, it is very important to understand that using these has clear search engine optimization advantages. In fact, brand mentions are included in the top 2021 SEO trends you have to be aware of.
The main reasons we can highlight are the following.
Increased Brand Authority Measurement
For a very long time now, Google has been using several factors to determine keyword rankings. Link building is no longer the most important factor. The inclusion of brand authority allows companies to establish industry authority. This is very important because people want to buy from brands that they trust. As a result, it is completely normal for the search engine giant to prioritize brand mentions as a sign of popularity.
Increased Protection Against Manipulation
This is something you might not be aware of. Many of the modern SEO techniques you use to grow your audience can be manipulated. The best example of this is actually the use of links and anchor text. With brand mentions, it is much more difficult to manipulate rankings. Online mentions and citations can be easily analyzed to figure out if they are legit or not.
Brand Mentions Can Leverage Social Signals
In modern SEO, we see a constant increase in the importance put on social signals. And brand mentions are a great way to leverage SEO social signals.
Basically, links you get from social media platforms are almost always no-follow. They do not officially increase your rankings. However, popular online content gets many shares and comments. This leads to increased popularity. Google knows it and does prioritize content with a large social media footprint. And a very easy way to highlight your business is through brand mentions associated with that popular content.
Local SEO Already Uses Citations And Brand Mentions
If you run a small to medium business, local SEO is paramount for success. This is because it targets the customers from a specific locality. In order to rank high in local rankings, citations are practically mandatory. This is especially the case when referring to business NAP (name, address, and phone number). Google uses NAPs to understand many things about a business and dictate rankings.
The Balance Between Brand Mentions And Regular Link Building
While citations and brand mentions are nowadays very important for SEO campaigns, this does not mean that link building is no longer needed. You still need traditional links. However, they are not enough for ranking success.
The best thing you can do is to set a balance between link building and brand mentions. Also, you should remember that the online world is moving towards a much more visual experience. This means you need to always keep your eyes on the industry to know exactly what will help you rank better in the future. Right now, brand mentions are the next big thing but in a few months, this might change.