It’s a known fact that SEO helps in building brand awareness online apart from increasing search visibility.
The reverse can also be done. People mentioning your brand name online can help your SEO in a very big way. In other words, brand monitoring helps SEO.
These brand mentions can be your business name, your product/service, names of people working for your business.
And, you can do it with brand monitoring.
What is Brand Monitoring
As the name implies, brand monitoring is the process of tracking brand mentions in online platforms.
These online platforms will include blogs, review sites, discussion forums, news portals, and social media channels.
There are numerous tools available to perform this task. A list of popular tools is provided in the later section of this post.
Brand monitoring is sometimes also known as online media monitoring or web monitoring.
If your monitoring of brand mentions is limited to social media channels then it is called social media monitoring.
If you are listening to people’s social media conversations centered around your brand or your industry then it is called social media listening.
How Brand Monitoring Helps Your Website’s SEO
Brand monitoring is one of the most-overlooked strategies used in SEO.
It really helps in content creation, building high-quality backlinks, generating tons of targeted site traffic, search result rankings, and maintaining your brand reputation.
Let’s see how brand monitoring helps your website’s SEO in the long run.
#1 Building High-Quality Backlinks for Your Site
We know that link building is one of the core strategies of any SEO campaign.
When high-quality websites link to you then your site becomes more credible and more likely to rank well in the first page of Google search results.
If your business has been around for a while, or if a specific product/service of yours has had any kind of popularity at some point.
Then it’s almost certain that there are mentions of your business or product online like news portals, blogs, forums, or on social media.
When they mention you in their content not all of them will link back to your site.
These online publishers and content creators don’t care about promoting anyone else but themselves, or the idea of linking back to your site might never even crossed their minds.
However, if you ask them then they are willing to provide a link. So here the real challenge is to find the unlinked mentions.
Not all brand monitoring tools can perform this task, but only with those tools that possess Boolean search.
With Boolean search, you can find unlinked brand mentions in unknown places by filtering out mentions from your social media pages and your website.
Boolean search consists of Boolean operators like AND, OR, NOT, etc that helps you a lot in refining your search.
In this way, you can find unlinked brand mentions even on highly renowned and authoritative websites like Techcrunch, Forbes, Mashable, TIME, Reuters, HuffPost, Wall Street Journal, and many more.
After find the exact news or blog article, you can contact its author to include your site’s link to their article so people could visit your website.
#2 New Content Ideas for Your Site
Brand monitoring provides you with valuable insights that can help you improve your website content strategy in a considerable way.
For example, you can keep track of trending topics related to your niche and create content around it.
You can do this by monitoring online posts that mention your target keywords. These keywords must specific to your brand, product, or your niche industry.
How do you know whether your content is highly engaging to your audience?
You can do that by gathering a list of brand mentions and analyze how audience responds to your content.
Praises or criticisms, you can change the way of creating content based on the feedback from your audience.
See what type of content your audience respond to the most and produce more of it.
It is important to adjust your content (whether it is blog posts, videos, and infographics) to your audience.
#3 Finding Guest Blogging Opportunities
Guest blogging is not only an excellent link building strategy but it also helps to build yourself as an authority in your niche, increase brand visibility, and provide more value.
You can find guest blogging opportunities through brand mentions.
When popular blog sites mention your brand or your product, you can get in touch with the editors who are willing to accept your guest posts.
Also, there are niche-specific blogs but hard to find in Google search results.
These blogs have a more loyal audience and the blog editors are more likely to publish your articles.
Your guest post on these niche blogs will boost your site’s referral traffic and build your own loyal audience who follows you regularly.
Brand monitoring can help you find these niche blogs by typing in the keywords relevant to your industry or a range of blog topics you would like to write about.
If you are looking for more opportunities in guest blogging then check out this guide by Backlinko.
#4 Collaborate with Social Media Influencers
When a social media influencer mentions your brand name it becomes a perfect opportunity to introduce your brand to a new audience and to increase site traffic.
You can connect with the influencers you want to collaborate by tracking brand mentions, niche industry or using product-related keywords.
You need to make sure that they are genuine and they have followers whom you can target with your brand.
You can collaborate with the influencer who is interested in introducing your brand to their followers.
If you are a small business, you can collaborate with nano-influencers who are affordable, highly niche-specific and have high engagement rate compared to their bigger counterparts.
You can create branded content with a call-to-action (like visiting your website) and the social media influencer will share to their audience.
If the same influencer has an active blogging website, you can request them to post your content along with a link back to your site.
In this way, you can get increased site visits and at the same time get a boost for your brand awareness.
#5 Create More Online Buzz with Ads
Tracking online mentions of your business through brand monitoring tools allows you to see on which online is your brand mentioned the most.
You can use advertising to create more online buzz about your business and converting it into website visits.
For example, through brand monitoring you’ve learned that Quora and Reddit produce most brand mentions and using their respective advertising platforms you can create ad campaigns that generate more referral traffic.
The same can be applied for social media platforms.
#6 Maintain Your Brand Reputation
When your brand becomes well known on the web and at the same time you have its reputation.
Sometimes a single bad press about your business can create considerable damage to your brand’s reputation.
Brand monitoring helps you to monitor review websites, discussion forums and social media for bad reviews, complaints or negative articles about your business.
You need to make sure that you respond to them.
Responding to the positive ones will help in creating word-of-mouth publicity and thereby giving a boost to your brand awareness.
If you are looking for more tips in building brand awareness through digital marketing then check out our previous post.
#7 Your Competitors Can Help You
If there are no new mentions of your brand online why not start tracking your competitor’s brand names?
Or, if you are new in the industry you can track those competitors who already established in same niche as you and are popular online.
You can use the above-mentioned tips when it comes to tracking your competition.
By tracking your competition, you can gather valuable information like what kind of content they share on their site, where they get links, where they publish their guest posts, and the influencers they collaborate with.
Popular Brand Monitoring Tools You Can Consider
Now you know how brand monitoring helps your SEO. Here is a list of popular tools that will help you to track mentions of your brand on social media and other online platforms.
- Hootsuite Insights
- Sprout Social
This strategy is really helpful for startups and other small businesses who want to build search presence on Google and Bing.
Let me know what you think about how brand monitoring helps SEO. Have you tried this before? Share your thoughts in the comments section.