Sometimes you might open a mention in BrandMentions and not immediately see your tracked keyword in the visible content of the page. This can be confusing, but it doesn’t mean the system is wrong.
BrandMentions scans the entire source of the page, not just what is visible at first glance. That includes several areas where your keyword can appear, even if you don’t see it in the main body text.
Where can my keyword be found if it’s not visible on the page?
If you don’t see your tracked keyword in the main content, it was probably found in one of the following places:
HTML source of the page
Your keyword may appear in the raw HTML code, for example in:Meta tags (title, description, Open Graph tags, etc.)
Alt text for images
Structured data
Hidden elements or scripts
The mention’s title (page title)
The keyword may appear in the page title, which is what you see in the browser tab and in search engine results. Even if it doesn’t appear in the body text, BrandMentions can still pick it up from the title.
The URL
Your keyword might be part of the page’s URL (link). For example:https://example.com/blog/brandmentions-monitoring-guide
Even if the word “brandmentions” doesn’t appear in the article itself, it appears in the URL, so it can be detected as a mention.
Why does BrandMentions work this way?
To make sure you don’t miss any important references to your brand or keywords, BrandMentions analyzes:
Visible content
Technical SEO elements (title, URL, meta tags)
HTML source and other non-visible areas
This gives you a more complete picture of how and where your brand or keywords are used online, even in places that are not immediately obvious to a regular visitor.
What can I do if these mentions feel irrelevant?
If you find mentions that are technically correct but not useful to you:
Mark them as irrelevant or ignore them as part of your workflow.
Refine your keyword list (use more specific phrases or exclude very generic terms).
Adjust your projects and alerts to focus on the most important keywords or sources.