- Use cases
- Customer Success
- LOG IN
- Start free trial
While brand mention is integrated in Google’ ranking factors, they can also be turned into a great link building strategy. Those brand mentions can be a great partner to build your global reputation. Brand mentions need however to be backed up with high-quality content in order to avoid Google penalties. So how can you turn brand mentions into a qualitative link building strategy?
Brand authority is quite tricky to measure but there are some common and logical strategies you should know. While there is no magic formula, content and link building are always bounded. That means if you would not link to a site because of its poor content, you don’t want search engines to associate you with this website. Plus, sites mentioning you won’t be very keen to link to you if your content doesn’t worth it. Moreover, you don’t want to be linked by a low authority website. You can use the Moz tool to evaluate domain authority. Track your niche keywords to understand where you are compares to your competitors and to have new ideas to create relevant content.
Before to go further, there are two different ways to convert brand mentions into links. You can first search for mentions that are close to your current niche or contact people using those keywords and that make a difference between a static entity and an organic one.
It is first interesting to monitor web mentions linked to keywords or topics that interest you or keywords you already use. You can use free media monitoring tools to do that like Google Alerts or Brand Mentions. Results you will access can be really different, from rich content to 404 or poor articles. In case of poor content, you should contact the admin to get a replacement with a link to your website covering the same subject but in a better and richer way. If the website covers the same subject as your brand, most of the time this offer will be accepted.
You cannot contact websites without any strategies or planned speech. To transform brand mentions into links, build emails that speak for themselves. It must quickly and clearly introduce what you sell and inspire trust. If you are facing a low response rate, it can be because the website you are contacting is not interested in what you have to offer or already has partners in your field. It can also be because of your emails. They must be personalized for each contact.
Curating topics in your niche helps you build relevant marketing strategies and to develop your content strategy. While news-based or evergreen contents both have their own advantages, you should in any case write what interests your audience. Always focus on quality content that create engagement.
Evergreen content has the advantage to last longer in time because its perenity makes it easily reachable by readers. It is also easier to get links because that content will still be valuable in 3 or 5 years. In the other hand, news-based content can be more effective when it comes to link building. If you are one of the first writing on a hot topic and bringing a new approach, you will be more likely to get links from authorities and then boost your domain authority.
When it comes to anchor text, you should first ask what readers would like and what is the most accurate. You should not first think of anchor texts in terms of benefits or penalties. To get a branded link, you could use more words in the anchor text in order to avoid commercial looking links. Anchor text must be useful, helpful to readers and stay editorial.
Moreover, most of the time, authoritative websites that mention you will do it with nofollow links. While you could be tempted to ask for converting those into dofollow links and get the link juice, being mentioned by those references is highly more efficient and valuable for your link building strategy than being mentioned by 10 random websites. You will benefit from their authority.
Since 2010, indexed pages has grown of 400% with blogging. Everyone wants to blog but not all of them are worth reading. You probably know some good references in your niche you like to read and follow for their qualitative insights. For instance, when it comes to SEO influencers, there are some references you should contact. A good strategy to contact influencers and received links from them and their community is to realise interviews or articles featuring different experts’ opinions on a subject. It has the advantage to drive traffic, increase engagement and develop your link strategy because those content are always appreciated. But be sure to be the kind of person these influencers would like to be associated with. Use the alerts you previously set to reach new people and find new opportunities of guest blogging, link building or professional partnership. But be sure to always get in touch with qualitative people you would like to associate your brand with.
While converting brand mentions into links is relevant and help build your global presence, organic links from high quality content is still increasing brand authority. Semantic is an efficient component of your link building strategy. Google is always trying to push most relevant results in its SERPs based on user queries. As semantic is not keyword centered but considers the global meaning, it makes the overall relevance and authority of the source important to you.