Page Contents
- 1 Why do some media mentions turn into backlinks and others do not
- 2 Creating stories that are easier to reference
- 3 Reaching Journalists with a Usable Angle
- 4 Related Posts
- 5 How Journalists Create Backlinks Through Digital PR
- 6 What Is Digital PR in SEO?
- 7 How Digital PR Helps in Earning High Authority Backlinks
- 8 Digital PR vs Traditional Link Building
- 9 How the Mention Turns into a Link in the Article
- 10 Structuring Your Content So It Can Be Linked To
- 11 Where the relationship between mentions and backlinks often breaks down
- 12 Where the relationship between mentions and backlinks gets stronger
Media mentions that turn into backlinks are a result of the framing of a story. Journalists do not provide backlinks to brands just because they are mentioned. Journalists provide backlinks to brands when they are mentioned in a story in a manner that provides value.
There is a small difference between these two statements. It is a difference that is consistent. It is a difference between visibility and usability. Usability is what generates backlinks.
Why do some media mentions turn into backlinks and others do not
A brand may be included in a story in a general narrative. In such a case, a brand may get visibility. There is no need to provide a backlink in such a case. The user will still be able to identify the brand. There is no need to explore further.
A backlink is likely to appear when a brand is included in a story in a manner that provides a function. It may be a brand that provides support to a certain claim. It may be a brand that provides a data point. It may be a brand that provides a source for a certain statement. In all such cases, a brand is included in a story in a manner that provides value.
If a brand can stand on its own without a backlink, a backlink is not necessary. If a brand provides value that can be accessed directly, a backlink is necessary.
Creating stories that are easier to reference
A story is more likely to turn into a backlink when it is easier to reference. Stories that are easier to reference are stories that include elements that can be used in other stories. It may be a statistic. It may be a certain piece of knowledge. It may be a certain perspective.
Stories that turn into backlinks are easier to reference. They include a certain angle. They include a certain takeaway. They include certain pieces of knowledge.
The broader the story, the greater the chance of attracting attention. The narrower the story, the greater the chance of generating links.
Reaching Journalists with a Usable Angle
Journalists are bombarded with information. What catches their eye is not only relevant, but also easy to understand.
An angle that is easy to grasp and can be used right away will have a greater chance of being incorporated. The easier it is for the journalist to see how it will fit into their article, the greater the chance it will be used.
What tends to work:
- A clear relationship with the story they’re currently working on
- A simple point that does not require interpretation
- A contribution to the article without taking away from it
The relationship between the journalist and the SEO is not about convincing, but about fitting.
How the Mention Turns into a Link in the Article
Just because the story was included does not mean it will include a link.
The link will appear if the journalist determines that the reader will benefit from clicking on the source. This will be the case if:
- The information cannot be summarized
- The source will add depth to the article
- The reference will add to the main idea of the article
The location of the link will depend on its function. A link to something important will have a greater chance of being used than something minor.
This is why two similar mentions will have different outcomes. It is not the mention itself, but how it is used.
Structuring Your Content So It Can Be Linked To
What is behind the mention is just as important as the mention itself.
If the journalist mentions a page, the probability of a backlink increases if the page:
- clearly represents the point the journalist is attempting to make
- is simple to navigate and access information
- correlates to the context of the article
A page that does not clearly represent the point the journalist is attempting to make may be mentioned but without a backlink.
The relationship between the article and the source must be direct.
Where the relationship between mentions and backlinks often breaks down
The most common misconception is that media coverage will automatically translate to backlinks. This is often not the case.
This occurs most often when:
- The information is too general to be referenced
- The information does not add a component that can be reused
- The source of the information is not clearly defined
In this case, the mention does contribute to visibility but does not contribute to backlinks.
Another misconception is that the backlink will be automatically included. This is not the case. The journalist will make a decision based on the needs of the article, not the intent of the mention.
Where the relationship between mentions and backlinks gets stronger
The relationship between mentions and backlinks gets stronger when the mention revolves around something that can be shared between articles.
Content that:
- provides a clear answer to a question
- provides a clear data point
- provides a clear point of view
is easier to reuse. This is where backlinks start to appear.
Over time, a pattern will emerge. Mentions that provide a clear function to the article will start to have backlinks. Those that provide a clear description will not.
The change occurs when the mention shifts from a component of the narrative to a component of the support of the narrative.
