Mentions without links and their role in Google ranking

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During a video meeting for webmasters, Google's John Mueller said that Google does not use brand mentions without links in ranking.

Even so, brand mentions can be useful in increasing brand awareness, which increases brand search volume over time.

In addition, Mueller noted that mentions are somewhat of a problem signal. Because you can't "reject" a mention as opposed to a link, this is one reason that makes it difficult to use mentions for ranking purposes. Google can't always tell whether a mention is positive or negative – sarcastic but positive, or sarcastic but negative. Therefore, mentions are too problematic to use as a clear signal, the specialist concluded.


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