For years, backlinks have been one of the most important ranking factors in SEO, with businesses investing heavily in link building to improve their visibility in search results.
While backlinks still matter, search engines are becoming better at understanding reputation, trust and expertise. In 2026, brand mentions are playing a growing role in how businesses build brand authority online. As search evolves, organisations need to think beyond backlinks and focus on how their brand is recognised online.
What Are Brand Mentions?
Brand mentions occur whenever your business, product or service is referenced online, regardless of whether a link is included.
Examples include:
- Industry publications discussing your business
- Customer reviews mentioning your company
- Podcast interviews and event appearances
- Social media discussions
- Forum conversations
- Industry reports and case studies
Unlike backlinks, brand mentions do not always direct users to your website. However, they provide valuable signals that help search engines understand who you are, what you do and how your business is perceived.
In today’s search landscape, being talked about can be just as important as being linked to.
Why Brand Mentions Matter for SEO
Search engines have traditionally relied on backlinks to measure authority. A link from one website to another acted as a signal that the content was valuable and trustworthy.
Today, search engines look at a much broader range of signals. They analyse how often a business is mentioned online, where those mentions appear and whether the brand is associated with expertise and trust.
This means brand mentions are becoming an important part of SEO. A company that is regularly discussed by customers, industry experts and publications is more likely to be viewed as authoritative than one that relies solely on SEO backlinks.
Are Backlinks Still Important?
Absolutely.
Backlinks continue to help search engines understand the relevance and authority of a website. Quality backlinks can improve rankings, drive referral traffic and support long-term SEO performance.
Businesses should still invest in ethical link building strategies and focus on earning links from reputable, relevant websites.
However, relying only on backlinks can be limiting. Many organisations focus heavily on building backlinks on website content while overlooking the wider signals that contribute to brand authority.
The most effective SEO strategies now combine both backlinks and brand mentions.
Brand Mentions vs Backlinks
Rather than competing with each other, brand mentions and backlinks work together.
Backlinks help search engines evaluate websites and webpages.
Brand mentions help search engines evaluate businesses and their reputation.
For example, a feature in a respected industry publication may include a backlink to your website, but even if it doesn’t, the mention still helps build awareness and credibility.
This is why businesses should focus on creating genuine visibility rather than chasing links alone.
How to Build Brand Authority
Building brand authority requires more than a traditional link building campaign.
Businesses can strengthen their reputation by:
- Earning media coverage
- Publishing expert insights
- Collecting customer reviews
- Speaking at industry events
- Creating original research
- Building strategic partnerships
These activities naturally generate brand mentions while also creating opportunities to earn high-quality backlinks.
Over time, consistent visibility across multiple channels helps establish trust with both search engines and potential customers.
Why Businesses Trust ExtraDigital for SEO
At ExtraDigital, we help businesses build long-term organic visibility through a balanced SEO strategy that goes beyond rankings alone. While technical SEO and high-quality backlinks remain important, we also focus on strengthening brand authority through valuable content, digital PR, online reputation and strategic brand visibility.
Search is evolving, and so are the signals that influence it. By combining traditional SEO with activities that generate genuine brand mentions, we help businesses build trust with both search engines and potential customers.
Our approach is centred on sustainable growth, ensuring businesses are recognised not only for the quality of their website but for their expertise and reputation across the wider web.
The Future of SEO
Backlinks are not disappearing, and link building remains an important part of SEO.
However, search engines are getting better at understanding businesses beyond their websites. They want to identify organisations that are trusted, recognised and actively discussed within their industries.
That is why brand mentions are playing an increasingly important role. While backlinks on website pages still contribute to rankings, businesses that invest in brand authority are likely to gain a competitive advantage.
In 2026, the strongest SEO strategies combine quality backlinks with meaningful brand mentions. Together, they help build the trust, credibility and visibility needed to succeed in modern search.
Frequently Asked Questions
Can small businesses benefit from brand mentions?
Yes. Even local and small businesses can improve their online visibility by building recognition and credibility through relevant brand mentions.
Do unlinked brand mentions have value?
Yes. Search engines can recognise and associate unlinked mentions with a business, helping build trust and awareness. At ExtraDigital, we view unlinked mentions as an important part of a well-rounded SEO strategy.
Where are brand mentions most valuable?
Mentions on reputable industry websites, news publications, review platforms, podcasts and trusted online communities typically provide the most value.
How long does it take for brand authority to grow?
Building brand authority is a long-term process that develops through consistent visibility, positive reputation, and ongoing industry engagement.
Can brand mentions influence customer decisions?
Yes. Seeing a business discussed across multiple trusted sources can increase confidence and encourage potential customers to engage with the brand. This is why ExtraDigital focuses on strategies that increase both visibility and credibility online.
