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  • Writer's pictureMark A Preston

The Significance of Updating Historical Brand Mentions

Updated: Jan 10

Change is an inevitable part of growth, and in the world of branding, staying current is pivotal. But, what happens to the echoes of our brand that linger in the vast halls of the internet, the historical mentions that speak of what we once were? This is a question I explored with Jason Barnard, a renowned digital marketing expert, who shed light on the importance of updating historical brand mentions.


historical brand mentions

The Historical Brand Identity Dilemma


Imagine a footprint in the sand; it tells where you've been but not where you are heading. Your brand's historical mentions are similar—they represent a snapshot of your brand's journey. The dilemma arises when these snapshots no longer reflect your brand's current identity.


  • Maintain Relevance: It's crucial to ensure that your brand's past does not obscure its present.

  • Consistency is Key: Inconsistent branding can confuse not only your audience but also Google’s algorithms.


Strategising Brand Consistency


At KaliCube, we've created a platform, KaliCube Pro, designed to help businesses reclaim and update their historical brand mentions. It's a meticulous process, akin to piecing together a jigsaw puzzle to reveal the most up-to-date image of your brand.


  • Prioritise for Impact: We utilize an algorithm to prioritise which historical mentions to update based on their importance in Google's eyes.

  • Correct and Conquer: By correcting these mentions, you reinforce your brand's consistency across the digital landscape.


Understanding Google's Learning Curve


Google, much like a child learning new information, needs time to adapt when a brand updates its identity. It's not a simple name change but rather an introduction of a new chapter in your brand’s story.


  • Patience Pays Off: Even with all the right changes, Google’s adaptation is gradual. Patience is more than a virtue; it's a necessity.

  • Continuous Education: Continually educating Google about your brand's evolution is an ongoing task that requires diligence.


"Updating historical brand mentions isn't about rewriting history; it's about aligning it with your brand's ongoing narrative."

- Jason Barnard



Looking to the Future While Honouring the Past


As we navigate the ever-evolving digital space, we must ensure that our brand’s past does not hold back its future potential. It's not just about a name—it's about the story, the evolution, and the consistent message that your brand conveys.


If your brand's history needs a revamp to reflect the present accurately, let's work together to align your past mentions with your current brand story.

About the author

Mark A Preston

Mark A Preston: SEO trainer & speaker with over 2 decades (since 2001) experience in the SEO industry. Host of 'The Unscripted SEO Interview Podcast'. Author of 'The Business Side of SEO' and 'The SEO Freelancer Survival Handbook', SEO Business Books.

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