These 3 things might help..
1) Try doing it in the bbcode_parse_start hook.
2) Clear $parsedtext by using $parsedtext = '' before your replacements. If you don't do that, the posts will always show what's in the postparsed cache.
3) Use the URL BB Code for the replacement, not HTML <a href.
The word will automatically become a link in the post which should make it stand out from the rest.
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