Backlinks vs. Brand Mentions

The core discussion centers on the shifting landscape of off-page SEO, advocating for a holistic strategy that focuses on brand building.

Brand Mentions vs. Backlinks:

• Brand Mentions occur when a brand is referenced online, with or without a clickable link. Unlinked mentions can also be referred to as "implied links".

• Modern search engines, including Large Language Models (LLMs), evaluate not just who links to a brand, but who talks about the brand, in what context, and how often.

• A key finding cited is that branded web mentions are the number one factor for a brand appearing in AI overviews, ranking even higher than the number of referring domains.

• Backlinks remain critical, acting as a vote of confidence and signaling trust. Correlation studies show that pages ranking number one on Google have, on average, 3.8 times the number of backlinks compared to pages in slots two through ten.

Digital PR Strategy (Linkable Assets): Johnson argues that organizations should focus on developing Linkable Content—assets designed primarily to earn links, not to drive immediate sales or conversions.

• Linkable content must be original, accurate, and tailored to a defined audience, providing informational or educational value.

• To succeed, this content must be built around data-driven storytelling, as 61% of journalists want original research or reports.

• Campaigns should utilize proprietary data (surveys, reports, rankings) and be presented in journalist-friendly formats.

• Outreach: Outreach must be personalized (quality over quantity). Journalists should be targeted based on their beat and whether they cover studies/data. Outreach should prioritize top-tier publications first (offering an exclusive) to maximize the potential for syndication and widespread coverage.

OUTLINE:

I. Introduction and Off-Page SEO Context A. Backlinks vs. Brand Mentions: Ongoing importance. B. Michael Johnson (CEO, Resolve) and Resolve's focus on digital PR and link building. C. Link building has shifted from a commodity to a brand-building exercise.

II. Definitions and Correlation A. Brand Mentions: Referenced online, with or without a link.

1. Linked mentions (contain a backlink).

2. Unlinked/Implied links (mention without a link). B. Backlinks: Act as a vote of confidence; types include follow, no follow, and sponsored links. C. Value of Mentions: Number one factor for brands appearing in AI Overviews.

III. Strategy: Digital PR and Linkable Assets A. The Goal: Achieve both links and mentions by focusing on brand building. B. Linkable Content Defined: Original, educational content (top-of-funnel) designed to earn links, not conversions. C. Journalist Demand: 61% of journalists seek original research and proprietary data. D. Connecting Relevance: Expand topic relevance beyond the product/buying audience (e.g., contact lenses intersecting with fashion/dating).

IV. Creating Data-Driven Content A. Methodology: Use surveys to gather proprietary data. B. Focus: Center content around human stories (habits, fears, regrets). C. Structure: Ask questions that facilitate visual data and newsworthy groupings (e.g., generational gaps, regional rankings).

V. Outreach and Campaign Execution A. Preparation: Typical campaign takes three months (one month for asset creation, four to six weeks for outreach). B. List Building: Identify relevant beats. C. Pitching: Prioritize quality, personalized outreach over mass volume. Time outreach based on the journalist's time zone. D. Follow-ups: Send reminders within 3 to 7 days after the initial pitch; journalists often respond after one follow-up. E. Maximizing Value: Funnel authority to main target pages using internal links from the linkable assets.