Harnessing the Power of Brand Mentions

Harnessing the Power of Brand Mentions
May 9, 2016 Itamar Gero
Itamar Gero
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Brand authority can be a powerful metric for a website. When you build your brand’s authority, your online presence becomes stronger. This makes way for more exposure to your target audience. So, how do you build your brand authority? The answer is simple—brand mentions.

Think of brand mentions as a measure of credibility. People can relate a product or service to your business or website when they see brand mentions on articles or comments. They learn to trust your brand based on what they read from these reference sites.

Opportunities vs. Risks

Regular Monitoring

Brand mentions can be a double-edged sword. When people talk about your brand online, they might be providing positive feedback or referencing your brand on a website. On the other hand, they might be saying negative things that could damage your brand’s reputation. This leads us to a very important aspect of your website performance: monitoring brand mentions.

How Regular Monitoring Can Provide You Leverage

By constantly monitoring your brand mentions, you can implement strategies that will help you maximize opportunities and avoid situations that drag your site’s performance.

Here are a few ways you can gain leverage through regular monitoring of brand mentions:

  1. Start Exploring Your Brand’s Capability

How do you start monitoring if you don’t have a reliable online presence? You need a digital fingerprint, so search engines can pick up your brand mentions. This translates to expanding your brand’s capability.

Identify the niche that your site is targeting and work around that to establish yourself as an expert.

When you position yourself positively in your niche and other related areas, you have more opportunities of earning the trust of your target audience. This can be a unique selling point for your website.

How does this translate to your website performance? By exploring your brand’s capability and establishing your expertise in your target niche, you are making your website more relevant to your target audience. This is a plus point for your site, as search engines take relevance into account when ranking websites.

  1.  Balance the Equation with Linked and Non-Linked Brand Mentions
Mention Statistics

Total Breakdown of Linked and Non-linked Brand Mentions

Brand mentions fall under two categories: linked and non-linked. Linked mentions direct to your website, while non-linked mentions serve as “co-citations”. The secret here is finding the balance between your linked and non-linked brand mentions.

When you use non-linked mentions in your strategy, you are building the reputation of your site. Linked mentions, on the other hand, is the natural way of linking back to your site. This helps search engines associate your brand to the URL that you used on the link.

Consistency is important if you plan to employ this strategy for your brand mentions. The linked and non-linked brands should point to one domain. The same applies to the brand name you will be using.

  1. Improve Your Keyword List

High converting keywords are most likely those containing your brand name. When you tie your keyword to your brand name, you are targeting searchers who are already looking for your brand services or products. Once they search for a term, and your brand happens to appear on the results, users can direct to your site and might convert into customers.

Monitor keywords that have the highest number of traffic—these are search terms that your audience finds relevant to your business. Complement keywords that have a high search volume with long-tail phrases, so you can narrow down your audience target. This is one way to use your brand with your targeted keywords.

Leveraging brand mentions can lead to new strategies for your website performance. After all, references to your brand allow you to tap a new audience base and get valuable insight about how people view your business or website.

Siteoscope provides you a quick view of your brand mentions. Use the data to boost your website’s performance. Sign up today and get a closer look at how our tool works.