Setting up a Brand24 project is a great way to monitor keywords that matter to you. But what should you track for the best results? Based on our clients' experience, these are the most common keyword types:
Brand name (e.g., Adidas)
Product/Service name (e.g., Adidas Superstar)
Industry term (e.g., sports shoes)
Competitor’s name (e.g., Puma)
Right Kewoyrds
Knowing what to monitor is just the first step—you also need to ensure your keyword is well-structured. Here’s what works best:
Single word (e.g., Nike)
Phrases (e.g., Just Do It!)
Hashtags (e.g., #JustDoIt)
Short links (e.g., nike.com/justdoit)
Domains (e.g., nike.com)
Keywords to Avoid
While Brand24 offers powerful monitoring capabilities, certain keywords may lead to poor-quality mentions or no results at all. Here’s what to watch out for:
Project is too small – If no one is discussing your topic online (e.g., a brand-new startup name), there may be nothing to collect.
Full URLs and email addresses – These rarely appear in mention content and won’t generate results.
Overly long or specific phrases – Monitoring entire sentences that aren’t commonly used will likely yield few to no mentions.
Generic words – Words like and, the, is provide no context and aren’t useful for monitoring.
Stop words – Common words like a, an, the, in are ignored by search engines and won’t help track meaningful mentions.
If you're struggling to collect mentions despite using what seems like a solid keyword, don’t hesitate to reach out to our Support Team.