One of the most persistent myths in the link-building world is the belief that unlinked brand mentions offer no SEO value. It almost makes sense because how do Google bots know a brand is being talked about without proper attribution? Well, that’s exactly what we’re here to tell you.
If you think brand mentions without a link don’t matter, think again.
What is A Brand Mention?
When a brand, its products, or services are mentioned online without a direct hyperlink, it’s called a brand mention. Many SEOs track these mentions to request backlinks, because they deliver positive authority signals and ranking value. On the other hand, the SEO impact of an unlinked brand mention still remains a mystery.
The source of a brand mention can be many: industry publications, news channels, blog posts, social media, and forums. And these links are divided into two main categories.
Direct Mentions — When a brand name or product is mentioned explicitly with no room for interpretation, it’s a direct brand mention.
Indirect Mentions — When a brand is alluded to but not named, it is considered an indirect mention — the one that’s left to interpretation.
If you want to learn how to find unlinked mentions to carry out effective brand mention link building, visit our blog unlocking all the strategies to discover them and claim links.
Now, the real question is, do unlinked brand mentions contribute to SEO? The simple answer is, yes, they do. But are they as strong as linked mentions? That’s still unclear.
What is A Branded Link?
A branded link is the product of most brand mention outreach campaigns. It’s when an organic mention is converted into a linked entity. With the link placed, the mention can now work as a direct ranking factor and carry link juice from the referring domain to the referred website.
But what if a brand doesn’t have the time or resources to track these links and run reclamation campaigns? Will the unlinked mention alone pass on authority and relevance signals? Let’s find out.
The Disconnect: Value of A Brand Mention Without A Link
When a brand mention is not accompanied by a link, it creates a disconnect. Some people might pick the association, while most scrollers pass by them. But unlinked mention will still leave an impression on readers that may later turn into a click or conversion.
So, practically speaking, it does carry an inherent value in the marketing perspective, but SEO? Well, Google and Bing have both emphasized the importance of brand mentions in recent years. If a brand is seen multiple times on high authority sources, it might even redirect authority to the said brand’s website. This isn’t just true for search engines, but LLMs also pick up signals based on where, in which context, and how often a brand is mentioned.
That means unlinked mentions aren’t just empty references, but they can be considered as an implied link. This 2012 Google patent explicitly mentions that Google system can determine/read implied links, which are essentially a brand mention with no link attached. This indicates that an implied link does carry SEO value.
Moreover, the Page Quality Rating section under Google’s user content guidelines doc mentions that it’s important to monitor a website’s outside reputation, hinting that this could act as a credibility factor.
So, what other sources say about you, whether linked or unlinked, can impact brand reputation. Essentially, your unlinked brand mentions are shaping the way Google and searchers view and perceive your brand. Here’s how:
- By sending signals of contextual relevance
- Supporting EEAT by associating a brand with industry topics
- Leveraging Google’s system of entity recognition to establish reputation with frequent brand mentions across digital channels (social, search, discussions, etc.)
Dan Payne, Founder of Marked Source, responded to a Redditer recently inquiring if brand mentions are as valuable as backlinks, saying:
Essentially, a brand mention is great for SEO, but it’s even better accompanied with a hyperlink.
Takeaway
Everything considered, brand mentions without a link do matter. It’s as simple as that. Although, if they’re linked mentions, it becomes a direct ranking factor. That said, it’s always best to track brand mentions and request link placement for existing links. A powerful unlinked brand mention strategy boosts visibility and credibility across search engines, and may even drive indirect traffic.