This paper aims to explore the librarian’s visibility on public library websites. This is done by locating the words “librarian” and “library” on randomly chosen library websites using a search service to contrast the word frequency against each other. To further explore the visibility of the librarian keywords representing competencies will be collected using Ørom’s theory of professional identities as coding scheme. The results show that the word “librarian” is mentioned significantly less frequent than the word “library”. All of Ørom’s professional identities were identified within the examined websites in four different contexts. The difference in word frequency is one that has the prospect to diminish the librarian in relation to the library as a place, thus rendering the profession less significant than the institution itself. While all professional identities were confirmed to exist within the websites it is highly possible that the keywords do not accurately or clearly convey the responsibilities of the librarian. Further research is recommended to better confirm the visibility of the librarian.