Brand Monitoring Workflow Manual

After configuration, you’ll see your list of mentions in an organized feed. This is where you’ll be able to comb through the articles and blogs SEMrush finds on a daily basis. If you’re running a PR or branding campaign, you might want to check this feed once a day to stay on top of any press that comes in. Read this article to learn the workflow to manage your mention feed and draw conclusions from our data.

Reviewing Your Mentions
Sorting Mentions
Filters
Labeling Mentions
Blocking Mentions
Tagging Mentions
Deleting Mentions
Adding and Modifying a Campaign
Using Brand Monitoring to Build Links
Blocking Twitter Profiles

Reviewing Your Mentions

Above your feed, you can flip between reviewing all Web mentions or just your brand name’s mentions on Twitter.

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Use the calendar to narrow your feed to showing the most time-sensitive mentions. There are quick options to show the last 1, 3, 7, 30, 90 days, or all time. You can also set a custom time period to analyze mentions if you want to hone in on a specific campaign or month in time. Keep in mind that when looking for all new mentions in your campaign, they will be marked with a green bar on the left.

You can better understand the value of a mentioning domain by checking for the traffic label. This comes from Traffic Analytics and set labels relative to the domain with the highest number of visits among all domains found in your campaign. The traffic level is located on the right-hand side of your mentions cards.

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These labels are broken down into four different categories:

  • High - Domains that have the highest traffic
  • Medium - Domains that have 10 times less traffic than the domain with the highest traffic
  • Low - Domains that have 100 times less traffic than the domain with the highest traffic
  • N/A - Domains without measured traffic value at the moment

While this is the case for many domains, if we find a domain with over a million visits it will automatically be labeled as high. If this is the case, the medium level would be considered traffic less than 100k and low less than 10k.

Sorting Mentions

If your branded keyword gets a lot of mentions, keeping your feed as organized as possible is going to be necessary when it comes to reporting your findings or starting any outreach.

You can also adjust your feed to sort by All or only Unread mentions. By applying multiple filters at the same time, you can organize your process and save time. For example, if you set your filters to the Last 3 days and Unread mentions only, you can check up on your campaign every three days and stay up to date on a single filtered feed.

Another way of keeping up to date is to mark your old mentions as read using the “Mark all” drop down.

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Here, you can automatically mark your mentions older than a day, three days, one week, one month, or all as read. This will allow you to focus on your newer mentions first.

Filters

To filter down your feed to get only the best results you want to see, you should get rid of any trash mentions and block the irrelevant mentions using the garbage can and “block” buttons. You can also filter your mentions by BM Score so that you are looking at the mentions with the highest domain authority. This score is based on SEMrush’s Domain Score and measures the domain's authority and influence on a 100-point scale.

You can add filters to search for a specific domain, mention, title or all three using the drop down beside the search bar above your feed. The results will show only results that have your query in the mentioned title and description or the domain name.

With the “By source” option, you can choose to view only mentions that appear on News, Blog, or Web results. This is a great way to narrow your list if, for example, you wanted to look up bloggers’ opinions or keep an eye on any recent news surrounding your brand.

News mentions include mentions on local and national news sites, to search for journalist opinions or news stories involving your brand.

Blog mentions will show mentions on blogging sites to look for blogger opinions or find possible blog outreach prospects.

Web mentions will show mentions of your brand name across popular sites on the Internet that are not necessarily news or blog sites. This filter will show you mentions on forums, review websites, and other general websites.

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Another amazing feature of Brand Monitoring is the Link To URL filter in the Mentions tab. This filter allows you to view all brand mentions that are present in a certain backlink. You can add any URL by clicking on the link to URL drop-down menu.

Brand Monitoring Workflow image 5Underneath the advanced filters label, you can choose to filter by traffic level. This can help you narrow down to only the domains that are gaining the highest amount of traffic.

Labeling Mentions

While scrolling through your mentions, you can label, tag, and remove mentions to focus your analysis on what you want to see. You’ll notice the buttons to enable these functions besides each mention. There will be a favorite, tag and trash can icons directly to the right of each mention. After you favorite or tag mentions, you can filter your feed to show your corresponding mentions with that tag (or your favorites).

Blocking Mentions

When you choose to block a mention, you will be shown a dialog box to mark the mention as "Irrelevant" or “My resource.”

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Each time a user blocks a specific domain for being a poor source, this domain is marked as trash in our database. If enough users mark the same domain as trash, then we will eventually update our database to remove mentions from this site altogether.

The domains that you choose to block for your campaign will be sent to your Resources tab. From the Resources tab, you can block a domain from appearing in your other campaigns as well, or unblock a domain to let its mentions show up in your feed again.

Tagging Mentions

If you notice that you are getting mentions from websites with similar interests, you can label these different websites with the same tag. Tagging your mentions as they come in makes it easier to search in the future.

For example, let’s say you are getting multiple mentions from different food blogs in the Philadelphia region. You can tag these sites as “philly foods,” so you know exactly the type of audience these audiences have and can easily find them for potential outreach.

Other common tags to use could be organizing all your video mentions with a “video” tag, any mentions of your business owner or CEO with a “CEO” tag, or any article authors with tags of their name. All of your different tags can be found under the tags drop-down menu. This allows you to easily switch between all of your different tags.

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To speed up your workflow, you can also apply tags in bulk. When you select at least one mention, the tool will offer to also select all mentions on the page, or all found mentions. Once your mentions are filtered, you can mark them and then perform multiple actions, including tagging. This functionality will help you sort and filter the necessary mentions in no time.

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Deleting Mentions

There may often be times where you are finding a mention that you want not only blocked but completely deleted from your workflow. In these instances, you can simply trash any mention by clicking on the trash can icon in the bottom right.

Once you delete a mention, it will be added to the Trashed section of your mentions. To navigate to your trashed mentions you will need to open up the advanced filters (1) option and select trashed (2).

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If you want to recover any mention that was trashed you can easily do this by selecting the restore arrow in the bottom right of the mention (3).

Adding and Modifying a Campaign

The Brand Monitoring tool allows you to track up to 3 campaigns within the same project. This is perfect for giving you the chance to get insight into how your competitors are being mentioned. If you are working for a company like Apple, it would be beneficial for you to analyze how your brand is being mentioned compared to Samsung. Since you are both in the same industry, naturally your target audience is going to be the same so you’ll be able to see who is being mentioned in a more favorable light. This is also hugely beneficial if you are looking to track how your brand is being mentioned in different countries. You can track yourself in two different campaigns and just change the language or country of one of them.

To add an additional campaign to your project, simply click on the green + add campaign button in the top right of your dashboard. Once clicked you will be brought to the same configuration wizard used when you set up your original campaign.

Once your additional campaign is set up, you can switch back and forth between them by simply clicking on the campaign drop-down menu.

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You can always modify one of your campaigns after configuring and examining your mentions. By using the settings icon directly next to the +add campaign button you can choose to edit or delete that campaign. If you wish to edit your campaign, you can add or remove any keywords from the setup wizard.

This comes in handy if you wish to add more exclusions in the middle of your campaign based on terms that keep appearing in your mentions that you don’t want to see or add more “words to search in mentions” to change the scope of your campaign.

If you choose to change your keyword, the campaign will reset and delete all of your old mentions that were found in the previous settings.

As the message says, if you want to save your old set of mentions, you can export the campaign to CSV before changing your settings and starting over.

Using Brand Monitoring to Build Links

Brand Monitoring is also a great link building tool because you can track 3 campaigns per project and look for different opportunities to get relevant links. So, let’s say you run a burger restaurant in Los Angeles and you want more links to your website to boost your SEO.

On top of running a campaign to track your main branded keyword, you could set up another monitoring campaign for a target keyword like “great restaurants in LA,”  “burger review,” or “places to eat.” Then SEMrush would find blogs and articles that write about your niche (burger restaurants in LA) and could be interested in your website and potentially sending a backlink to you in a future article. You can also filter these domains to see which of them are backlinks.

Blocking Twitter Profiles

If you want to block your Twitter profile's (or any other Twitter profile's) mentions from appearing in your feed, go to the Twitter tab and select "Block profile" in the box to the right.

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There are two labeling options when blocking a Twitter profile: Irrelevant and My Profile. Either one will remove the selected Twitter profile's tweets from appearing in your campaign, once selected this profile will now be labeled accordingly in the Resources tab.

If you're active on Twitter and don't want to have all of your own tweets crowding up your campaign feed, block your profile with this simple step.