Brand mentions are an important factor in off-page SEO, since search engines give brand names far more weight in determining the trust or authority of your domain compared to key search terms. They want to make sure, for example, your company comes up when someone searches for it by name. Even when JC Penny got delisted in 2011 on searches for women’s clothing because they peppered many sites with the company’s URL and key search term, a search for “JC Penny” itself still brought up the company’s website and stock ticker.
One way to improve brand mentions is to hash tag the company brand name as well as your company name, and then include the hash tags when you send out announcements via Twitter or social media updates. Don’t forget to use the company name and brand name when announcing things, such as “Company X is hiring 50 more sales people today!” instead of headlines like “We’re hiring!” When version B of your new product comes out, talk about how the latest model of Brand name by Company X meet their needs, not the generic “version B has been released!”
Branding company social media webpages is a given or should be. Don’t forget to ask your employees to mention the company in their own professional social media profiles. You can ask them to share content the company publishes, but they are more likely to do so if you create positive content about team members and their accomplishments that they want to share. And if it contains positive mentions of the company along with the company’s name and brand names, this is a win-win public relations and SEO strategy.
A subtle version of this is ensuring company names and product names are in the titles of your content. When you share the links on social media or customers do, the brand name and product names are seen more often by the search engines and given more weight even if no one does more than share the link.