Q: How do you figure out negative keywords? Are you talking about negative in feeling?
Answer. Negative keywords, as we discussed in class today, are more important for Google AdWords. Another way to think about negative keywords is to think about them as stop words. For example, if you are a speech therapist or speech therapy company, as we saw in class today, there are people who are looking for speech therapy for children – and these are your prospects. And there are those who are looking to get a job as a speech therapist, and they are not your prospects!
So ‘speech therapy for children’ is a strong keyword target for your SEO strategy. ‘Speech therapy jobs,’ however, is not. JOBS is your NEGATIVE KEYWORD.
So in terms of search engine optimization negative keywords really help us refine and identify who we are targeting and who we are not targeting.
If however, you are advertising on Google AdWords, then negative keywords become incredibly important! There is a lot of extraneous click behavior on Google AdWords and you certainly do not want to pay for people who are looking for a job to click over to your website via AdWords and you have to pay for that click. Lots of people will do a Google search such as speech therapy jobs and if they see your ad as a speech therapist or a speech therapy clinic they might still click just to check you out. But the problem is you just paid Google for that click!
So when I teach ad words one of my huge tips and take away concepts is to really focus on negative keywords, or stopwords, as you are defining your ad words strategy.
You want to identify those keywords that if entered into the Google search box are definitely not your customers. You use negative keywords in AdWords to exclude these from your targets.
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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