Backlinks vs Brand Mentions: What Will Work Better?

I’ll be straight with you, SEO can feel like chasing a moving target. Just when you think you’ve figured out the backlink game, someone tells you that brand mentions are where it’s at now. Then another expert says backlinks are still king. Honestly? It’s enough to make your head spin.

But here’s the thing I’ve learned after years in this industry: the answer isn’t as clear-cut as most people want it to be. Let me break down what actually works in the real world, not just in theory.

Backlinks Still Hit Different

Look, I’m not going to pretend backlinks have lost their magic. They haven’t. When a respected website in your industry links to your content, that’s still one of the strongest signals you can send to Google. It’s like getting a recommendation letter from someone important; it carries weight.

The challenge is that earning quality backlinks has become ridiculously competitive. Remember when you could write a decent guest post and get a solid link? Those days are mostly behind us. Now you’re competing with massive content budgets and professional outreach teams.

And let’s talk about the awkwardness of link building for a second. Reaching out to strangers asking for links can feel uncomfortable. You’re basically saying, “Hey, we’ve never talked before, but will you link to my stuff?” It works sometimes, but it’s not exactly the most natural way to build relationships.

That said, when you do land a backlink from a high-authority site in your niche? Man, that can move the needle fast. Your rankings improve, your domain authority gets a boost, and you start seeing real traffic gains. There’s a reason people still chase these.

Why People Are Talking About Brand Mentions

So what’s the deal with mentions of brands? Why is everyone so interested in them all of a sudden?

Here’s what happened: Google became smarter. A lot smarter. Their algorithms can now tell when people are talking about your brand, even if there isn’t a link to click on. Think about how you really talk about brands online. Sometimes you link to them, but most of the time you just say their name.

When people talk about your brand on social media, in forums, on podcasts, or in articles without a link, it still tells Google something important: people are talking about you. You are a part of the conversation. And to be honest, that might be worth more than a random link from a site that no one has heard of.

I’ve seen this happen with our clients at Emeralds Media. When a popular podcast or a viral Twitter thread talks about a brand, we see a sudden rise in traffic, engagement, and yes, even better rankings. When people hear about the brand, they search for it on Google, which tells search engines that it is relevant.

What Actually Happens in Practice

Let me share what we’re seeing work right now. The brands killing it aren’t choosing between backlinks and mentions, they’re earning both by actually being worth talking about.

Crazy concept, right?

When you publish something genuinely useful, like original research or a tool that solves a real problem, people naturally link to it AND mention it. You’re not begging for either; they happen because you created something valuable.

We had a client who published an industry salary survey. Nothing fancy, just real data that people needed. Within weeks, they had dozens of backlinks from news sites and industry blogs, plus hundreds of mentions across social media and Slack communities. We didn’t chase any of it. The value did the work.

That’s the sweet spot you’re aiming for.

What I Really Think You Should Do

Stop worrying about which one is “better” and start thinking about both of them in a strategic way. This is what I would suggest:

Keep looking for good backlinks, especially from sites that are important in your field. Don’t waste time on link schemes that don’t work or directories that aren’t useful. One great link from a leader in the field is better than fifty average ones.

Make sure people can talk about you. This is more than just SEO strategies; it’s about building a brand that people want to talk about. Share your thoughts on social media, leave thoughtful comments on industry trends, and make real connections with other people in your field.

Make content that is worth both. Instead of writing a lot of bad blog posts in the hopes of getting a link, spend your time on fewer but really great ones. Think about detailed guides, new information, interactive tools, or hot takes that get people talking.

Keep an eye on your brand mentions and respond to them. You can use free tools like Google Alerts to find out when people are talking about you. Get involved in those talks. A polite request can sometimes turn a mention into a link.

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The Bottom Line

I really think that the future of SEO is less about cheating the system and more about building real authority. Both backlinks and brand mentions help build that authority; they’re just different ways of saying the same thing.

Google wants to put sites that are really important, useful, and talked about in their fields at the top of the list. It doesn’t matter if it’s a backlink or a mention of your brand; the important thing is that you’ve made something that people value.

We at Emeralds Media have stopped seeing this as a choice between two strategies. Instead, we help brands really add value to their fields. When you get that right, the links and mentions will take care of themselves.

Yes, both work. But what works even better? So good that people can’t help but talk about you and link to you. That’s not a trick; it’s just good business.

Frequently Asked Questions:

Neither works alone. The most effective SEO strategy combines both. Backlinks give you authority, while brand mentions amplify visibility and trust. Brands that create valuable, share-worthy content naturally earn links and mentions—leading to stronger, long-term SEO growth.