Last Updated on July 10, 2025 by Becky Halls
If you are on top of managing your SEO and content strategies then I’m sure you will have already built a few beautiful backlinks but are you also tracking brand mentions?
You might think backlinks and brand mentions are the same thing but they aren’t. Whilst a backlink will send people directly to your site (either the homepage or another internal page you provided), a brand mention does not. ‘What’s the point then?’ you may ask… Well, it’s actually becoming increasingly important to get your brand name out in the world and to be ‘seen’. This is all due to the rise of AI and it’s use in search results.
We are going to highlight why tracking brand mentions is increasingly important, and how you can do it in the simplest way!
In this post, we’ll break down:
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Why brand mentions matter (far more than you think)
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What tools to use (free + paid, we’ve got you)
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Strategies to turn mentions into marketing wins
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How tracking brand mentions supports your SEO, PR, and customer experience
Let’s go from unknown to unforgettable!!
Why Tracking Brand Mentions Matters
In 2025, your brand isn’t just your website, it’s every tweet, TikTok, Reddit thread, forum comment, and news story that includes your name (even when it’s misspelled).
When you start actively tracking brand mentions, you gain:
1. Reputation Control
See negative comments before they spiral. Jump into conversations early. Handle complaints in real time.
If you’re not tracking brand mentions, you’re giving your competitors (and the trolls) a free pass to shape your image.
2. SEO Boosts from Unlinked Mentions
Brand mentions, even those without a backlink, can influence topical authority and improve your chances of being cited in AI Overviews.
Industry statistics back this up too: 80.9% of marketers say unlinked brand mentions influence rankings, and Ahrefs confirms mention signals correlate stronger with AI overview visibility than do traditional backlinks.
That means if you’re not even aware you’re being mentioned, you’re leaving search visibility on the table.
3. Better Customer Engagement
When customers mention you (especially on social), a fast, friendly reply can turn a passive user into a loyal fan.
Social listening = brand magic.
4. Partnership & PR Opportunities
Tracking brand mentions lets you spot:
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Bloggers or influencers already talking about you
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Press mentions that can lead to backlinks
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Podcast shoutouts, Reddit buzz, and more
These are golden chances to reach out, thank them, collaborate, or just ask for a backlink you’ve already earned.
Tools for Tracking Brand Mentions (Free + Paid)
Let’s break down the best tools for keeping tabs on your brand across the internet, no matter your budget.
Free Tools
1. Google Alerts
Set up alerts for your brand name and variations.
✅ Pros: Easy, free, decent coverage of web
❌ Cons: No real-time updates, misses socials
🔗 alerts.google.com
2. Talkwalker Alerts (Free version)
A beefed-up version of Google Alerts with better UX.
✅ Pros: Picks up blogs, news, forums
❌ Cons: Limited social insights
3. Social Searcher
Lets you monitor mentions on Twitter, Facebook, TikTok, etc.
✅ Pros: Real-time social data
❌ Cons: Free version is limited to a few searches per day
🔗 social-searcher.com
Paid Tools (But Worth Every Penny)
1. Brand24
All-in-one brand monitoring across news, blogs, forums, and social.
✅ Real-time alerts, sentiment analysis, influencer tracking
💸 From ~$69/month
🔗 brand24.com
2. Mention
Powerful brand monitoring with collaboration features for teams.
✅ Tracks over 1 billion sources, great dashboard UX
💸 From ~$49/month
🔗 mention.com
3. Meltwater
Enterprise-level media intelligence platform.
✅ Best for PR teams, includes journalist outreach tools
💸 Custom pricing (not cheap)
4. Awario
Similar to Brand24 but with a strong social media focus.
✅ Boolean search filters, tracks even brand misspellings
💸 From ~$39/month
🔗 awario.com
5. BuzzSumo (Content + Mentions)
Primarily a content analysis tool, but includes mention tracking.
✅ Find who’s linking to or mentioning your content
💸 From ~$119/month
🔗 buzzsumo.com
Pro Tip: Track Variations of Your Brand Name
Don’t just set alerts for “YourBrand.” Track:
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“Your Brand” (with a space)
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Common typos or abbreviations
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CEO/founder names (especially if you’re active on LinkedIn)
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Product names
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Keywords + brand (e.g. “YourBrand review”, “YourBrand refund”)
This way, you don’t miss the sneaky mentions that matter.
How to Use Brand Mentions Strategically
Okay, you’ve found your mentions. Now what?
Here’s how to turn those digital mentions into SEO and brand-building wins.
1. Turn Unlinked Mentions into Backlinks
If someone mentions your brand but doesn’t link to you, reach out.
Our example email:
“Hey [Name], thanks for the shoutout in your article! Would you mind linking the mention of 3way.social to our homepage? It helps readers find us faster and supports the piece’s credibility too. Thanks a bunch!”
Polite, useful, and often successful.
2. Spot Brand Advocates (and Potential Partners)
Use your mention alerts to find:
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Loyal customers worth turning into ambassadors
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Influencers or bloggers already on your side
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Journalists who’ve written about you
Build a relationship. Then amplify it.
3. Manage Negative Mentions Fast
Don’t wait for a negative review or tweet to go viral. Respond quickly, offer solutions, and show you’re listening.
It’s not about perfection – it’s about presence.
4. Feed Mentions into Your Content Strategy
If people are mentioning your product alongside certain topics, build content around that.
If you spot “3way.social” mentioned in conversations about podcast SEO → write a blog post on podcast link building.
Brand tracking = built-in content ideas.
Brand Mentions, AI, and the Future of Search
Here’s where it gets spicy.
Search is evolving. AI Overviews are changing how people discover content, and brand mentions are becoming a ranking factor in their own right.
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Google looks at brand reputation signals like mentions in reputable sources
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Generative search engines like ChatGPT often cite brands by name, even without links
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Unlinked mentions are now a trust signal in Google’s evolving E-E-A-T framework
So if you’re ignoring brand mentions, you’re ignoring the future of SEO.
Our Thoughts: What to Track Beyond Your Brand Name
Let’s go deeper than vanity alerts. You should also track:
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Your competitors’ brand mentions (👀)
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Product or feature names
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Industry keywords + your brand
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“Best tools for [your niche]” lists you should be on
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Negative sentiment + review keywords
That’s where the gold is.
Final Word: You Can’t Fix What You Don’t See
Think of tracking brand mentions like having Google Alerts, an SEO spyglass, and a PR radar all rolled into one.
You’ll know:
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Where your brand is loved (or loathed)
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Who’s linking and who should be linking
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What conversations are forming around you
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How to stay relevant, visible, and respected in your niche
Whether you’re a one-person brand or a team scaling up, monitoring mentions isn’t a luxury. It’s the new baseline for smart, sustainable marketing.
FAQs: Tracking Brand Mentions
What is the best free tool for tracking brand mentions?
Google Alerts is the simplest starting point, but Social Searcher and Talkwalker Alerts offer better real-time coverage, especially for blogs and forums.
Can tracking brand mentions improve SEO?
Yes! Mentions contribute to your brand’s topical authority and trust signals. They also help you spot unlinked mentions you can turn into backlinks.
How often should I monitor brand mentions?
Daily if possible. Most tools let you set up real-time alerts, so you’re never late to the party (or the PR disaster).
Should I track my competitors’ brand mentions too?
Absolutely. It helps you spot link opportunities, PR strategies, and gaps you can capitalize on. Plus, a little competitive intel never hurt.
How do I ask for a backlink from an unlinked mention?
Keep it short and friendly. Thank them for the mention, explain why a link would help, and make it easy with a suggested URL.
What’s the difference between brand mentions and backlinks?
A backlink includes a clickable link to your site. A brand mention is just your name or product being referenced. Both are valuable, especially with AI search evolving.
