Question: Can you explain how to avoid negative search terms – do you simply exclude them from your keywords?
Question: Why is this a negative word: "educational" searches
Answer: Negative keywords are keywords that clearly indicate someone is not a potential customers. In our SEO class example, we used these search phrases:
Medical Malpractice Attorney
Medical Malpractice Attorney San Francisco
Medical Malpractice Insurance
If you are a Medical Malpractice attorney in San Francisco, then the first three searches are all valuable, especially the last one, which is a very focused, high value – definitely your customer – sort of search. The last one, Medical Malpractice Insurance, however is clearly NOT a customer. This is probably a doctor looking for a Medical Malpractice insurance policy.
For SEO purposes, these negative keywords do not matter so much. But if you are doing paid AdWords / Pay-per-click Google Advertising, you want to be aware of negatives like ‘insurance’ in this example. You can ‘exclude’ them from your campaign and thereby avoid paying for clicks from people who are clearly not your buyers.
Students and informational seekers are often negative customers. You don’t want to be paying for every person taking a law school class in ‘Medical Malpractice’ who might see your paid ad and click over from Google! So you look for ways to exclude them. In this case, words like ‘Medical Malpractice Crisis,’ Medical Malpractice Reform, etc., are negatives. (Crisis, Reform, etc. indicate students and not real people looking for attorneys!).
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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