Brand Mention and Prospecting Framework
Brand mentions are instances where a brand is referenced or talked about online, whether or not there's a direct link to its website. These mentions can appear in:
News articles
Blog posts
Social media platforms
Forums (e.g., Reddit)
Review sites
Videos and podcasts (via transcripts)
Wikipedia entries
There are two main types:
Linked brand mentions: The brand name is mentioned and linked to the website (e.g., “Nike” linked to
nike.com
).Unlinked brand mentions: The brand name appears without a hyperlink (e.g., “Nike” in a Reddit post with no link).
Why They Matter
SEO impact: Google may use brand mentions (especially unlinked ones) as implied backlinks, influencing search rankings.
Brand awareness: More mentions increase visibility and consumer familiarity.
Reputation tracking: Monitoring mentions helps manage public perception and respond to feedback.
Authority signals: Being referenced by trusted sources (e.g., Wikipedia, major publishers) signals brand authority.
1. Relevance
Target sources that speak to your audience.
Topical alignment: Do they cover your niche?
Audience match: Is their readership similar to your customer base?
Examples: Industry blogs, category-specific media, Reddit communities, niche YouTube channels
Tool: Use SparkToro, Ahrefs Content Explorer, or Google “intitle” search (e.g.,
intitle:"AI healthcare"
)
2. Authority
Go for domains and voices with influence.
High Domain Rating (DR): Prefer DR 40+ for SEO value (Ahrefs/Moz)
Well-ranked content: Do they already rank for terms you're targeting?
Recognizable brands: News outlets, large forums, Wikipedia editors, publishers
Tool: Ahrefs, Moz, or Semrush for authority metrics
3. Format Fit
Can your brand naturally fit into their content style?
Listicles: “Top X tools”, “Best brands in Y”
Reviews: Software, product, or service review sites
How-tos/Guides: Educational content that cites helpful tools or companies
Glossaries/Wikis: Technical or explainer content where your brand can serve as an example
Approach: Search for “best [your category]”, “[keyword] tools”, “what is [keyword]”
4. Coverage Gaps
Find where your competitors are mentioned — but you’re not.
Reverse-engineer competitors’ mentions: Who’s mentioning them but not you?
Unlinked mentions: Who already talks about your brand, but doesn’t link?
Dead links: Find broken links to old products you can replace
Tool: Ahrefs → Content Explorer → search competitor brand + exclude your domain
5. Outreach Feasibility
Can you realistically build a relationship or pitch them?
Contactable: Do they have email, contact forms, or active social handles?
Open to collaboration: Look for those who already feature or cite brands
Reciprocal value: Can you offer data, a quote, or visibility in return?
Tip: Warm up prospects on X/Twitter or LinkedIn before outreach
6. Strategic Value
Does this mention help long-term goals?
Supports E-E-A-T: Mentions from expert-driven or authoritative sites
Topical clusters: Helps build authority around a strategic keyword group
Brand elevation: Adds prestige or visibility in a new market
🔍 Bonus: Prospecting Queries
Use these in Google:
“best [product category] tools”
“[keyword] case study”
site:reddit.com [product type] recommendation
“what is [concept]” + “examples”
intitle:[brand competitor] -yourbrand.com
RESEARCH
Research ideal brand mention prospects for {{brand_name}} in the {{industry}} industry. Focus on websites, blogs, media outlets, forums, or online communities that:
- Regularly publish content related to {{brand_topic_or_keyword}}
- Mention or link to brands like {{competitor_1}}, {{competitor_2}}, and {{competitor_3}}
- Have a domain rating (DR) above {{minimum_dr}}
- Include listicles, how-to guides, reviews, or expert roundups
- Would reasonably consider adding a brand mention for {{brand_name}}
Return results as a table with columns:
1. **Website**
2. **Page URL**
3. **Title**
4. **Content Type** (e.g., listicle, guide, review)
5. **Why it's a fit**
6. **Contact info (if available)**
OUTREACH
Email Body:
Hi [First Name],
I came across your article, “[Article Title]”, and really enjoyed your take on [specific point, e.g., “affordable skincare routines”]. I noticed you highlighted a few great [tools/brands/resources], and I wanted to offer a quick suggestion.
Would you consider adding [Your Brand Name] to the list? We [1-line value prop – e.g., “help over 500K users personalize their skincare routines based on dermatologist-backed guidance”]. It could be a useful addition for readers looking for [benefit that aligns with the article].
I’d be happy to send over a short blurb or link if helpful.
Appreciate your time—and thanks again for the great content!
Best regards,
[Your Full Name]
[Your Position / Brand Name]
[Website]
[Optional: LinkedIn / Twitter]