Experts reveal why media mentions are the new SEO currency for growing brands

Business Insider

7 days ago

Experts reveal why media mentions are the new SEO currency for growing brands
Experts say backlinks alone no longer cut it — and great content also alone isn't what gets you ranked. What is it then? Being talked about.
Quietly, media mentions have become one of the strongest trust signals in Google's eyes. Here's why they're now the real currency of modern SEO.
Google Ranks Brands, Not Just Websites
For years, SEO was about keywords, metadata, and backlink profiles. But Google's algorithm is no longer just crawling for technical signals… It's evaluating identity.
Whether it's a quote in TechCrunch, a founder profile in a niche blog, or your product name in an industry roundup, these mentions help Google connect the dots.
It helps map entities in Google's Knowledge Graph. Which is how your brand becomes recognizable in the search ecosystem.
'The algorithm doesn't just care about backlinks anymore,' explains Htet Aung Shine, Co-Founder of NextClinic. 'It's about authority, and authority comes from consistent signals across multiple trusted platforms; media mentions being one of the strongest.'
This kind of authority can't be faked with SEO tricks. It's earned. When trusted sources mention your brand — even casually — they're reinforcing your legitimacy. Over time, these signals create a public presence that algorithms recognize and reward.
'Think of every mention as a vote of confidence,' says Sinead Corceran, Yoga Trainer ERYT200 & Course Director at All Yoga Training. 'When Google sees others talking about you — especially in context — it assumes you're worth showing to more users.'
Unlinked Mentions Are Still Powerful (and You're Probably Ignoring Them)
There's a trap many SEO teams fall into: assuming that if a brand mention doesn't come with a blue, clickable backlink, it's worthless.
Well, that's no longer the case.
Because Google has shifted from link-counting to entity understanding. It uses mentions to confirm that your brand exists, is relevant in your niche, and is part of ongoing conversations across the web.
'We've tested pages with no backlinks, just unlinked brand citations — and they still performed well,' says Martin Seeley, CEO & Senior Sleep Expert at Mattress Next Day.'
When your brand name keeps appearing in credible sources — even without a link — Google begins to connect it with specific topics, keywords, and categories. That helps you rank for more than just your own content.
You start to appear in broader search contexts because you've become part of the digital narrative.
'If someone reads your name on a major media site, that alone builds familiarity,' says LJ Tabango, Founder & CEO of Leak Experts USA. 'Even without a link, they might Google you. That brand search gives Google another trust signal.'
Rightfully so. Unlinked mentions influence human behavior, too. Readers come across your brand in articles or social posts, and even without a link, they search your name directly.
One Mention in the Right Place Can Outperform 100 Low-Quality Backlinks
'Dozens of backlinks from average blogs might look impressive in a spreadsheet, but in reality, a single media mention from the right source can deliver 10x more impact — both for rankings and brand perception,' says Stephen Twomey, Founder of MasterMindSEO.
The difference comes down to context and credibility. A mention in an outlet like Forbes, TechCrunch, or even a respected niche publication carries more weight because it's both editorial and earned.
Google knows these outlets don't link to just anyone. So when they reference your brand, especially within content that matches your niche, it signals serious trust.
Paula Mixides, Link Building Expert at Cake Box - Birthday Cakes, says, 'A high-authority mention in a relevant article can do more for your SEO than dozens of links from directories or generic blogs.'
That ripple effect is something low-effort links simply can't replicate.
That is especially true for startups and growth-stage brands. Instead of pouring effort into mass link-building, consider focusing on just one high-quality media opportunity per month.
'People underestimate how powerful one well-placed editorial mention can be,' explains Kasia Siwosz, Life Coach. 'You get trust, traffic, SEO value, and brand lift — all in one.'
Media Mentions Drive Branded Search — The Most Underrated SEO Metric
The most trusted brands in search aren't always the ones with the most links… they're the ones people actually look for. Branded search is where that starts.
When someone sees your name in a respected article and types it into Google, they're sending a powerful signal: this brand matters.
That action — even once — tells the algorithm you're worth noticing. Multiply that by dozens or hundreds of users over time, and suddenly your name carries weight in the SERPs.
'Branded search volume is one of the strongest signals that you're building a real business, not just a content farm,' says Michael Jensen, CMO at Forsikringssiden. 'Google wants to rank the brands people look for — mentions create that curiosity.'
These searches also improve click-through rates. A user who recognizes your brand from media coverage is more likely to click when you appear in search. That engagement reinforces rankings and conversions.
'When users type your name directly into search, that's when you know you've made it past the algorithm,' explains Michael Song, Marketing Manager at Zhoushenghang used buses. 'Media mentions spark that interest — they create the reason to search in the first place.'
Journalists Are Your New Link Builders — But They Hate Traditional Pitches
The best links in SEO don't come from link builders — they come from journalists. And most brands pitch them completely wrong.
Journalists aren't looking for your homepage, your About page, or your PR jargon. They're looking for real, helpful insight — fast, clear, and relevant to the story they're writing. If you give them that, they'll quote you. And if they quote you, the link will usually follow.
Journalists don't care about your product. They care more about whether you have something useful to say in context of the article. That's what gets included.
That shift means brands need to stop acting like advertisers and start acting like contributors. Whether it's through HARO Services, Qwoted, or direct relationships, success comes from positioning your people — not your brand — as a valuable part of the conversation.
'Reporters want smart quotes from smart people,' says Rameez Usmani, Founder & CEO of HARO Link Building Service - Outreaching.io. 'If your insight fits the piece and doesn't sound self-serving, you've earned yourself a backlink without asking.'
Mentions Create a Feedback Loop for Topical Authority
When your brand shows up in multiple articles around the same topic, Google starts connecting you to that theme, even if you're not ranking for those keywords yet.
That's how you build topical authority without publishing dozens of blog posts. A few high-quality mentions in relevant media can position you as a go-to source in a niche, and that reputation carries over into rankings.
'You don't need 100 pages about a topic — you need 10 good mentions in the right places,' says Alex L., Founder of StudyX.
These mentions act like external citations. Google sees you consistently tied to certain themes — like AI tools, digital health, or sustainable fashion — and starts surfacing your content higher when those topics are searched.
Magnus Larsen, Head of Marketing at Forbrukerguiden, explains, 'Those external signals help Google trust your site before your content even catches up.'
It's a loop: the more mentions you earn in a niche, the more likely you are to rank. And the more you rank, the more likely you are to be mentioned again.
You're Wasting Media Mentions by Not Repurposing Them
Most brands treat media mentions like a one-time win — they celebrate, then forget. But smart brands squeeze every bit of value out of each one.
A quote in a top-tier blog? Turn it into a LinkedIn post.
A founder mentioned in a newsletter? Add it to your homepage.
A customer story featured by a third party? Use it in your sales deck.
Repurposing extends the shelf life of each mention — and boosts its SEO value.
'If you're not building a content loop around every media feature, you're wasting the compound effect,' says Nick Borges, COO at Heartwood Recovery.
You can also link back to the original mention to boost its authority and visibility. This creates a second layer of SEO benefit — helping that article rank while reinforcing your association with it.
'Mentions shouldn't just live in your press section,' says John Beebe, Founder of Classic Car Deals. 'They should be everywhere your audience looks — sales calls, email nurture, even onboarding.'
A single media mention has more value than most blog posts — if you know how to keep it alive.
Founders and Experts Get Quoted — and That's Your SEO Advantage
Richard Zi, CEO at ZW Cable, says, 'Media mentions are one of the fastest ways to earn trust, not just with people, but with Google. And the easiest path to those mentions is to put a real voice front and center.'
Journalists quote founders, specialists, and real humans, not generic brand blurbs. When you show up as a person with a point of view, you're more likely to be mentioned, quoted, and linked in editorial content.
'People connect with people. That's why expert-driven content and quotes outperform any company boilerplate,' says Faizan Haider, SEO Specialist & Link Builder at Qwoted Link Building.