For over 15 years in SEO, people have been obsessed with backlinks. And yeah, they’re still important — no arguing that. But lately, I’ve been watching a foundational shift occur in the search engines. And it’s pretty fascinating: Google iss starting to care a lot more about when your brand gets mentioned online, even if there’s no clickable link involved.
Let me explain…
What’s a Brand Mention, Anyway?
Basically, if someone writes about your business — like saying, “Target has the best seasonal sales” — but they don’t actually link to Target’s website, that’s still a mention. The interesting part: Google notices. And not just Google, but most LLMs are listening for these mentions too! This is how you can start optimizing for AI models like ChatGPT and the rest.
For the longest time, SEO folks were laser-focused on getting as many links as possible. But that’s not the whole game anymore. Just having people talk about your business online carries weight, even without a link.
Why Does Google Care?
Google’s gotten way smarter over the years. It’s not just tracking who links to who — it’s paying attention to the bigger picture. Who’s talking about you? What’s your reputation? Are people mentioning you in news articles, customer reviews, podcasts, or social media posts?
These mentions help Google figure out if your brand is legit and what topics you’re associated with. And honestly, it makes sense — mentions are much harder to fake than shady backlinks. If people are actually talking about you, that’s a pretty good sign you’re doing something right.
How Does This Help Rankings?
Think of it this way: when your name keeps popping up — maybe on a blog, in someone’s review, or on social media — Google starts to connect the dots. It’s like when everyone in the neighborhood keeps raving about the same taco truck. Even if you’ve never tried it, you start thinking, “Man, I need to check that out.” Google’s the same way. The more your name shows up, the more it associates you with certain topics or industries. You don’t need fancy SEO tricks; you just need to be part of the online conversations your audience is already having.
So, What Should You Do?
If you want to lean into this, focus on getting your name out there in meaningful ways. Get quoted in articles, show up on podcasts, or contribute to industry conversations — all the spots where your audience (and Google) will notice. And happy customers sharing their experiences online? That’s gold.
If you have something that is worthy of a press release, draft it up and pay a few dollars to submit it. This can help get you in local news channels and more. Collaborate with a business you already work with. Find ways to put your company in the public spotlight. Sometimes more traditional channels can translate into social mentions, news articles and beyond.
Don’t forget to keep an eye on your mentions. Set up Google Alerts or something similar so you know when people are talking about you. That way, you can celebrate the positive or jump in to handle anything negative before it grows.
Mentions aren’t here to replace backlinks, but they work alongside them, helping Google understand who you are and why you matter.
Where SEO Is Going?
The truth is, local SEO isn’t just about tweaking websites or hunting for backlinks anymore. It’s about building a reputation people trust and want to talk about. Brands that focus on real authority and presence (not just technical shortcuts) are the ones that are going to pull ahead.
At Funnel Boost Media, we’re always keeping an eye on where SEO is headed. If you want to talk about how to get your brand into the right conversations and stand out online, let’s grab a coffee or a call and swap some ideas. No sales pitch — just a real conversation about what works.
