Como rastrear com sucesso o Google Mentions? Guia para 2025

IKEA stirred up the internet on September 9th with its Gustaf Westman collection reveal, featuring playfully redesigned iconic items, including its famous meatball plate. The launch generated 118 mentions that day, reaching 3M people. The most active platforms were news sites (73.7% of mentions), followed by TikTok (19.5%) and X (Twitter) (6.8%).

How do I know it? I use an advanced tool to track Google mentions.

This guide will show you what mentions are & how to track them for deeper insights!

• Being mentioned online, even without a link, matters: Every reference to your brand online helps build authority and visibility in traditional and AI-driven search.
• Lavarage social listening: Looking at sentiment, context, and frequency shows whether mentions strengthen trust or damage reputation.
• Stay ahead with AI solutions: AI-powered software can track, analyze, and provide actionable insights from your mentions, helping you optimize marketing strategy and improve brand perception.

O que são os mentions do Google?

Google mentions refer to instances where your brand, product, or service is mentioned online. This includes websites, blogs, forums, new content, and news articles indexed by Google’s search engine.

These mentions play a crucial role in shaping your reputação on-line e presence. They provide valuable insights into how your brand is perceived and what people say about your services.

According to Trustmary:

• 93% of consumers read online reviews before purchasing
• 58% are willing to pay more for a product or service with great reviews

There are two categories of them:

• Tagged (linked) → When your brand, product, or service is referenced with a hyperlink to your site. These are valuable for SEO because they can pass authority (“backlinks”).
• Untagged (unlinked) → When your brand is referenced without a hyperlink. Even though they don’t pass link equity directly, Google still recognizes them as “brand signals.” They can build reconhecimento da marca, trust, and visibility.

In 2025, Google SEO brand mentions are becoming more critical in Visibilidade da IA. Large language models (LLMs) like ChatGPT, Google’s Gemini, and an AI overview don’t just evaluate backlinks. They read and process massive volumes of online text.

That means:

• Every mention counts: Even unlinked references shape how Google and AI tools perceive your authority.
• Context matters: Positive sentiment and consistent messaging increase your chances of surfacing in AI-powered answers.
• Authority signals: Frequent mentions in trusted media, blogs, or forums strengthen your credibility in both Google SEO and AI-driven rankings.

Curious about more details? Read more in The Ultimate 2025 Guide to Brand Mentions for SEO & AI Visibility.

Benefits of monitoring the web:

• Obtenha insights sobre a presença e a reputação on-line de sua marca em todas as plataformas indexadas pelo Google.
• Entenda como seus produtos ou serviços são percebidos, monitorando o que as pessoas estão dizendo.
• Stay updated on emerging trends, discussions, and topics related to your brand.
• Conduta Análise da concorrência e Análise SWOT.
• Gerencie e proteja a imagem de sua marca, respondendo prontamente aos comentários negativos.
• Avalie a eficácia de suas campanhas e iniciativas de marketing nos resultados de pesquisa do Google.
• Identifique possíveis influenciadores que estejam mentioningindo sua marca de forma positiva e interaja com eles para expandir sua marca. alcance da marca online.

How to track mentions step-by-step?

Three main methods exist: manual, using Google Alerts, and employing dedicated ferramentas de monitoramento de mídia.

01 Rastreamento manual

Vamos ser honestos. Essa é uma tarefa de Sísifo. 

Você precisaria procurar suas palavras-chave nos resultados de pesquisa do Google. 

É quase impossível encontrar resultados relevantes entre centenas de milhares de sites. Você ficará preso entre as páginas de sua própria empresa, anúncios e resultados completamente irrelevantes. 

Você pode tentar ser mais específico e pesquisar termos como:

• [sua marca] + blog
• [sua marca] + avaliação
• [sua marca] + artigo

No entanto, como você pode imaginar, ainda seria uma tentativa infrutífera. 

Let’s try it on the IKEA example. 

I searched for “IKEA blog”. The first few results are, of course, Starbucks business pages. After scrolling down, I see some interesting search results.

As you can see, some of the results are relevant, but there is a mix of language, and verifying them would be time-consuming. 

Vamos ver um método mais eficiente para monitorar mentions.

02 Criar alertas do Google

Alertas do Google has one major advantage: it is a free tool, unlike most media monitoring software. It’s also very easy to use due to its simplicity.

Google Alerts allows you to track simple keywords within searches. It covers blog posts, the web, videos, books, and discussion forums.

Você será notificado sobre cada instância de publicação da sua palavra-chave rastreada nessas fontes.

However, there’s an important limitation: Google Alerts does not reliably track social media. While it can sometimes capture publicly indexed posts from platforms like Reddit, YouTube, LinkedIn, or Instagram, many social media mentions are missed because:

• Privacy settings block indexing. Posts from private accounts or groups won’t appear.
• Delayed indexing means alerts might arrive hours or even days after a mention appears.
• No sentiment or engagement data—you won’t know if a post is positive, negative, or influential.

This is a major limitation in 2025 when 63.9% of the world’s population uses social media. (February 2025).

However, if you still want to try this, here’s how to set up Google Alerts:

1. Acesse o Google Alerts.
2. Digite um tópico que deseja monitorar.
3. Clique em Mostrar opções to change Google alert settings like frequency, language, or region.
4. Clique em Criar alerta to get Gmail notifications when your keyword is mentioned on any website.

Having tested Google Alerts, you may want to disable it from sending you Gmail notifications.

Temos tudo o que você precisa! 

Aqui está nosso guia sobre como desativar um alerta do Google.

O lado positivo é que você pode rastrear palavras-chave em qualquer idioma e região com o Google Alerts. Mas sejamos honestos: isso não compensa todas as suas desvantagens. 

No entanto, se você ainda quiser experimentar essa ferramenta de monitoramento da Web, veja como configurar o Google Alerts:

1. Acesse o Google Alerts.
2. Digite um tópico que deseja monitorar.
3. Clique em Mostrar opções para alterar as configurações de alerta do Google.
4. Clique em Criar alerta para receber notificações do Gmail quando sua palavra-chave for mentioned em qualquer site.

Depois de testar os alertas do Google, talvez você queira desativar o envio de notificações do Gmail.

Temos tudo o que você precisa! 

Aqui está nosso guia sobre como desativar um alerta do Google.

“Google Alerts is a simple free option, but tools like Brand24 or Mention give you way more detailed tracking across platforms.”

Source: Reddit

Agora, vamos passar para um método de monitoramento de marca que fornece apenas os melhores resultados.

03 Use uma ferramenta de monitoramento de mídia social

Ferramentas de monitoramento de mídia social are the most efficient and streamlined way of tracking your online mentions and phrases. Their coverage goes beyond search results, providing a complete picture of your online presence.

Good to choose one of the advanced software that offers escuta social features, such as Brand24. It tracks the conversations about your business across the web, including:

• News sites, blogs, forums, review platforms, newsletters, podcasts
• Social media: Instagram, X (Twitter), YouTube, LinkedIn, Reddit, Pinterest, TikTok, Quora, Twitch

When practicing social listening, tools are limited to collecting mentions from publicly available sources. Data from any private account is excluded from the analysis to uphold privacy standards. 

While this may be considered a limitation, the tool’s extensive platform coverage helps to offset it.

On the right-hand side of the dashboard, you will find several filtering options. You can choose from the sources, sentiment, influence score, specific country, and many other settings to narrow down your results. 

They are no only collects all your mentions in one place but also analyzes them and provides actionable insights into your desempenho on-line.

And if you wonder, how did I learn about the IKEA case in the introduction?

So there is an Detector de anomalias.

It highlights sudden peaks in your Reach & Mentions chart. Click the exclamation mark to see what caused the spike. Whether it’s a new campaign, influencer post, or unexpected PR issue.

This feature is invaluable for a content specialist or marketer. It helps you manage reputation, adjust your marketing strategy, and spot the messages that drive the biggest surges in mídia mentions.

Another helpful feature is the Guia Comparação. You can use it to compare multiple projects (for instance, for competitor analysis) or juxtapose periods within one project.

For instance, let’s look at the IKEA project.

We can see that the company received far fewer user-generated content mentions in the current period than in the previous one. This resulted in a lower alcance da mídia sociale sentiment worsened. 

Tudo isso impactou AVE, which dropped by 16% between the periods.

Overall, IKEA’s online performance has declined during the current period. This could be due to seasonal factors, such as the return to school and the end of vacation, or it may indicate a more serious underlying issue.

In any case, it is crucial to identify the cause of this negative trend as soon as possible in order to address it and reverse the decline.

Como analisar mentions para obter insights?

Mentions are a goldmine for understanding brand’s performance and are especially valuable for SEO. 

With the right tools, I can monitor the web for linked and unlinked mentions to see how brand and its conversations are perceived online.

Not to waste mine time on analyzing individual metrics and their impact, I introduced AI-powered features like Insights sobre IA and Metrics Analysis.  

These two automatically analyze your project data and display the ultimate insights. You don’t need to work on the conclusion – the tool does it for you.

And a cherry on the top: Assistente de marca com IA. 

You can ask any question regarding your monitoring project. It will develop a well-explained answer supported by your project data and an example. 

This way, you can be sure it’s giving you credible information.

Inicie um teste gratuito de 14 dias do Brand24 to track and analyze your Google mentions like a pro!