Rand Fishkin's SEO Advice on Mentions vs Backlinks

The phrase "if you build it, they will come" doesn't apply to marketing. SEO — search engine optimization — has always been the opposite of that mantra. You have to craft experiences and content to attract people where they already are. To get clear: mentions matter more than backlinks. In SEO, this means brands need to be more present in the digital landscape and engage in a multitude of places. "SEO is not just backlinks anymore, you got to go to where people are". Rand Fishkin, a well-known SEO expert of the 90s, has long said that SEO will outlive the Google algorithm.

The Death of Backlinks

SEO practices have always involved building backlinks, reference links from one website to a page on another. In the early days search engine, SEO experts thought that the more backlinks a site had, the better it would rank. Fishkin posits that mentions matter more. He illustrates his argument: "If you're still link building, I have great news... You can stop. You don't have to do it. It's like washing chicken... Just stop." The decline of niche blogs has likely contributed to this shift. More people are creating content on platforms like YouTube and Instagram. Backlinks may not be as powerful when there are fewer blogs to link to. Mentioning a brand, product, or topic boosts the company's SEO. When people talk about YouTube videos, mentions are exponentially more powerful than before.

The New Web Landscape

The market is not a one-stop shop. Most of it is driven by the big platforms. People receive content from a variety of sources, be it Twitter, TikTok, or YouTube. Rand Fishkin claims, "The future is big platforms dominating more and more of what gets surfaced, what's popular, what people think about topics, what people think about products, and what people think about brands." It's important for brands to feature on these platforms and to share content that resonates. Content is the most important way to gain mentions. People need to create distinctive content, not just more of what’s already out there. This content needs to speak to the audience, making it interesting and relevant. Fishkin advises, "You have to be present in these places with a message that resonates, with content that gets watched, listened to, and read."

The Shift to Mentions

Building links is a technique that may soon die off. When someone mentions a brand or topic, search engines like Google and Bing can pick up on the mentions. It’s not just links that matter, but mentions. This means that when someone searches for a product or service, search engines may have already indexed a conversation or video mention about the brand. This hesitation towards backlinks is catching on to big brands. They recognize that if you are building content and people are mentioning your brand, then that is what matters.

The New Importance of Passion

Strong content is produced when the creator is passionate about the topic. Rand Fishkin says, "I don't think it is worth your time and energy to do something where you have no personal passion." Being passionate about your craft can motivate you to do great, and people can see the quality of your posts and the hard work you've dedicated.

Tapping Into Unique Value

Rand Fishkin has an extreme emphasis on doing something unique. If you are passionate about your niche, you can become a brand — the go-to expert. Businesses need to create unique selling points. Fishkin says, "What is something different that I'm doing in this place where my audience pays attention that other people are not doing?" You need to be different if you are going to stand out. These are the tactics that big businesses are using to build their brand. They’re not staying quiet in the corner waiting for a better opportunity. They are pushing boundaries and experimenting with new ways to use content. You need to produce content that is relevant to the audience and your brand.

What to Use Instead

Mentions are generated from different platforms, but this isn't without its challenges. Tailored marketing strategy that emphasizes unique value across several platforms is needed. Travis Gafford, an SEO Consultant, backs this up: "It's a lot of work to get there, and a lot of people will be hesitant to do it, but the payoff is immense. Mention matters, the presence of a brand matters, and the quality of that brand's content matters.". First, market research is essential. Knowing who your audience is and what they want to see is key to standing out. You need to remain consistent in the places that your audience is looking. Then, it’s time to get creative, develop content that speaks to your audience, and work on becoming an expert in your niche. Get involved in communities, forums, and social media groups to strengthen your reputation and presence in the niche. What you need to do is:

• Tweak Your Content: Create content to meet the needs of your audience. You need to be present in various places with something interesting. You can use the analytics available on big platforms to see what styles and genres they like.
• Channel Attention: Be willing to listen to your audience. What they are saying about you and your craft is important. The engagement that you can build with these places is unlike any other. If you're starting out, no matter your channel, focus on how your audience is interpreting your work.
• Differentiate Your Work: Find new ways to make what you are doing different. Rand Fishkin encourages people to come up with something so unique, that no one else has tried it.
• Curate an Audience: Generate a community around your work. Focus on what you like, and build a community around that work.