Every business needs to establish its online presence. To do that, however, it needs to drive visits to increase its traffic. The trick to achieving this is using the right keywords people are searching for.
While much attention is given to finding the right keywords, the power of negative keywords in SEO should be more noticed. Negative keyword research is a vital part of the keyword research process and should be integrated into one’s strategy.
Negative keywords are not merely complementary tactics but critical for optimising digital strategies. They help focus traffic by preventing your website from appearing in irrelevant search results, reducing bounce rates, and increasing the likelihood of engagement and conversions.
Because of this, you need to ensure that you are doing your keyword research properly. In addition to ensuring that the right audience sees your target keywords, you must safeguard your brand reputation by avoiding associations with terms that could dilute your message.
So how do you do it? This article will teach you the correct ways of recognising negative keywords.
Key Takeaways:
- Negative keywords are essential for refining your targeting by excluding irrelevant traffic. They help you focus on high-quality leads and reduce wasted ad spending.
- Negative keywords prevent your content or ads from showing for irrelevant search terms, improving engagement rates, increasing conversions, and making your budget go further.
- Identifying negative keywords involves using tools like Google Search Term Reports, competitor analysis, and traffic metrics to spot irrelevant or low-converting search queries.
- Negative keywords aren’t just for paid search campaigns; they can also be utilised in organic SEO, social media ads, and video campaigns to refine targeting and maintain brand relevance.
- Monitor and adjust your negative keyword lists regularly, especially as trends and search behaviours evolve, to ensure your strategy remains effective and responsive.
- Numerous tools, such as SEMrush, WordStream, and Google Ads Search Term Reports, can simplify identifying and managing negative keywords, making it easier to optimise campaigns.
The Importance of Identifying Negative Keywords in SEO
Image Credit: SEMRush
Negative keywords are words or phrases businesses exclude from their search campaigns or content strategies to avoid irrelevant traffic. These terms ensure that search results and advertisements do not appear for queries not aligned with the business’s offerings, saving resources and improving targeting.
Some examples include:
- A luxury watch retailer might exclude terms like “cheap watches” or “budget watches” to avoid appearing in searches where users are likely seeking lower-cost alternatives.
- An educational platform offering paid courses might use “free courses” as a negative keyword to prevent attracting users looking for unpaid resources.
Negative keywords enhance the quality of leads, improve engagement metrics, and optimise marketing budgets by refining which search queries trigger a website or advertisement.
Negative Keywords vs Positive Keywords
Image Credit: WordStream
The main distinction lies in their purpose:
- Positive keywords are terms businesses target to attract traffic that aligns with their content or advertising goals. For instance, “luxury watches” or “premium timepieces” would be positive keywords for a high-end watch retailer.
- Conversely, harmful keywords act as filters, ensuring the business does not appear in irrelevant search contexts. For example, excluding terms like “second-hand” or “DIY watch repair” could prevent wasted ad spend or traffic from uninterested audiences.
While positive keywords focus on drawing relevant traffic, negative keywords are crucial for eliminating irrelevant or unproductive searches and enhancing overall campaign efficiency.
Types of Negative Keywords
Negative keywords can be classified based on match types, which determine how strictly they filter out irrelevant search queries. Each type offers varying levels of control:
1. Broad Match Negative Keywords
Broad-matching negative keywords block a search from triggering an ad or result if the negative keyword appears anywhere in the query, regardless of word order.
Example: If “cheap shoes” is a broad match negative keyword, queries like “cheap trainers” or “cheap running shoes” will be excluded. However, searches like “shoes on sale” or “affordable footwear” may still trigger results.
When to Use: It is ideal for broad exclusions where term variations are likely irrelevant.
2. Phrase Match Negative Keywords
With phrase match, a query is excluded only if the negative keyword appears in the specified word order.
Example: Using “cheap shoes” as a phrase match negative keyword will block “best cheap shoes” or “cheap shoes for sale”, but queries like “shoes cheap quality” or “discounted footwear” could still trigger results.
When to Use: It is best for precise control over phrase-based exclusions while allowing flexibility.
3. Exact Match Negative Keywords
Exact match negative keywords exclude search queries that match the keyword exactly, with no additional words or variations.
Example: If “cheap shoes” is set as an exact match negative keyword, only searches for “cheap shoes” will be excluded. Queries like “buy cheap shoes online” or “cheap trainers” will still be eligible to appear.
When to Use: It is ideal for targeting irrelevant concrete terms without broadly excluding variations.
Negative keywords can be used with positive keywords to optimise campaigns, reduce costs, and drive high-quality leads. Choosing the correct type of negative keyword is crucial to balancing exclusion and visibility. Regular analysis of search terms is essential to refining your strategy, ensuring you capture relevant traffic while minimising waste.
How Negative Keywords Are Used in Different Contexts
The strategic use of negative keywords offers several advantages:
- Improved Targeting: By filtering out irrelevant queries, your ads or search results reach a more qualified audience, increasing the likelihood of meaningful engagement.
- Budget Efficiency: Excluding irrelevant traffic prevents wasted spending on low-quality leads or uninterested audiences, freeing up resources for better opportunities.
- Enhanced Performance Metrics: With more relevant traffic, campaigns often see improved metrics such as click-through rate (CTR), conversion rate, and overall user engagement.
Whether managing a large-scale PPC campaign or fine-tuning an SEO strategy, thoughtfully integrating negative keywords can transform how your digital efforts connect with your audience.
But let’s understand how negative keywords are used in various digital marketing strategies.
1. In Paid Search Campaigns
Image Credit: WordStream
Negative keywords are crucial in paid search campaigns to enhance efficiency and relevance. By excluding irrelevant terms, advertisers can prevent their ads from appearing in unrelated searches, ensuring their budget is focused on reaching the right audience.
Implementation in Google Ads or Bing Ads:
Negative keywords can be added to Google Ads at the campaign or ad group level. Advertisers can choose between broad match, phrase match, or exact match negative keywords.
For instance:
- Broad match excludes searches containing the keyword in any order but can include variations.
- Phrase match excludes searches with the exact phrase, though other words can appear before or after.
- Exact match prevents ads from appearing only for searches that match the keyword exactly. Bing Ads follows a similar framework, enabling negative keywords to refine campaigns by filtering out low-intent traffic.
- Advertisers can use tools like the Search Terms Report to identify irrelevant queries that trigger their ads. For example, a luxury watch retailer may add “cheap watches” as a negative keyword to avoid attracting cost-sensitive shoppers who are unlikely to convert.
Identifying Terms Misaligned with Your Product or Audience:
A critical step in developing a negative keyword list is to analyse irrelevant search intent. Marketers can spot terms that waste ad spending by reviewing traffic data and search query performance.
For instance: A pet supplies store targeting “dog grooming” might exclude terms like “DIY dog grooming” if their services are exclusively professional.
2. For Organic SEO
Image Credit: HubSpot
While negative keywords are traditionally associated with paid campaigns, their principles can also benefit organic SEO strategies.
Strategic Content Exclusions to Refine Search Intent Targeting:
In organic SEO, understanding negative keywords helps prevent content from ranking for irrelevant searches. For instance, a business offering high-end furniture might avoid ranking for “flat-pack furniture” by carefully crafting meta descriptions and headings that clarify their premium offerings.
Tools such as Google Search Console allow website owners to track queries leading to their site. Businesses can refine their content by identifying and addressing terms that misrepresent their offerings to better align with their audience’s needs.
Avoiding Irrelevant Keyword Cannibalisation:
Negative keywords can prevent situations where multiple pages on a site compete for similar but irrelevant terms. For example, an e-commerce store with product pages for “women’s running shoes” and “trail running shoes” could optimise these pages to avoid competing for generalised terms like “cheap running shoes” if their brand focuses on premium pricing.
3. In Other Digital Marketing Channels
Beyond search engines, negative keywords play a role in social media advertising, video campaigns, and display ads, helping fine-tune targeting for various platforms.
Applications in Social Media Ads:
Platforms like Facebook and LinkedIn often allow audience exclusions, which work similarly to negative keywords. For instance, a B2B software company might exclude interest categories related to consumer-focused products to ensure their ads reach business decision-makers rather than casual browsers.
Negative keywords can also be indirectly implemented by refining ad copy and targeting settings, preventing irrelevant demographics from being targeted.
Video Campaigns and Display Advertising:
In platforms like YouTube Ads, negative keywords can prevent ads from appearing on unrelated or unsuitable content. For example:
- A children’s educational toy company could exclude videos containing adult themes by adding negative terms like “violent games.”
- In Google’s Display Network, advertisers can use negative placements or exclude specific topics to avoid displaying ads on irrelevant or controversial websites.
By applying negative keyword strategies across various channels, businesses can maintain brand relevance, optimise spend, and improve campaign effectiveness.
How to Identify Negative Keywords in SEO
Identifying negative keywords is crucial for improving traffic quality, reducing wasted ad spend, and refining your campaign targeting. Below is a detailed guide on the process, with practical steps and examples to enhance your strategy.
1. Keyword Research and Search Query Analysis
Image Credit: SEMRush
Using Tools to Find Negative Keywords
To start, leverage robust keyword research tools like Google Keyword Planner, Google Ads Search Term Reports, or third-party platforms such as SEMrush or Ahrefs. These tools help identify search queries that trigger your ads or content but might attract irrelevant or unqualified traffic.
- Google Ads Search Term Report:
- This report provides a breakdown of search terms that led users to interact with your ad. Review these terms to spot patterns or phrases irrelevant to your products or services.
- Example: If you’re selling “premium handbags,” search terms like “cheap handbags” might indicate users are not aligned with your luxury market.
- Keyword Planner:
- Use this tool to research related terms in your niche and note down terms with low commercial intent or unrelated context.
- For a B2B software provider, phrases like “free tools” or “how to use software” could signal informational rather than transactional intent.
Analysing Traffic Patterns and User Intent
Analyse the quality of traffic driven by specific keywords. Tools like Google Analytics or Hotjar can help identify:
- High bounce rates are associated with specific queries, often indicating mismatched user intent.
- Time-on-site metrics to assess engagement; irrelevant traffic usually results in shorter visits.
- Conversion rates for search queries. If visitors searching “cheap solutions” never convert, consider adding “cheap” as a negative keyword.
- By combining these insights, you can refine your negative keyword list and prevent irrelevant traffic.
2. Competitor Analysis
Image Credit: SEMRush
Competitors often target overlapping audiences, but their keywords may reveal terms you should avoid. Here’s how to approach competitor analysis for negative keywords:
- Review Competitor Ads and Landing Pages:
- Tools like SpyFu, SimilarWeb, or SEMrush allow you to analyse competitors’ ad copy and keywords.
- Identify terms that competitors use but are irrelevant to your offerings. For instance, if your competitor focuses on budget-friendly solutions while you offer premium products, their low-cost keyword strategy could inform your negative keyword list.
- Examine Industry Trends:
- Analyse industry-related forums, review sites, or social media discussions. These sources often highlight irrelevant or low-value terms associated with your niche.
- For example, words like “free trial scam” or “hidden costs complaints” might warrant exclusion from a subscription-based fitness service.
3. Ongoing Monitoring and Adjustments
Identifying negative keywords isn’t static; continuous monitoring is essential to adapt to market changes and search behaviour trends.
- Regularly Update Your Negative Keyword List
- Set a recurring schedule to review search term reports and refine your keyword list.
- Test performance by comparing metrics (e.g., click-through rates, cost-per-click, and conversions) before and after adding specific terms.
- Use Automated Tools
- Platforms like Google Ads Scripts or Optmyzr can automate the detection of irrelevant search queries, saving time and ensuring thoroughness.
- Example: Automate reports to flag terms with low engagement metrics or those exceeding a specific bounce rate threshold.
- Adapt to Seasonal and Industry Trends
- Periodically revisit your negative keyword list to account for seasonal events, product launches, or shifts in user behaviour.
- Example: During the holidays, add terms like “gift ideas” if your business focuses on non-seasonal services.
- A/B Testing of Negative Keywords
- Experiment with excluding specific terms and observe the impact on campaign performance. For example:
- Split your campaign into two ad groups, one with the negative keyword applied and one without.
- Monitor the differences in cost, clicks, and conversion rates to validate your assumptions.
By diligently following these steps and iterating based on performance data, you can create a precise and dynamic negative keyword strategy, ensuring your SEO and PPC efforts deliver optimal results.
Tools and Resources for Managing Negative Keywords in SEO
Selecting the right tool is critical to effectively managing negative keywords and optimising search campaigns. Each platform offers unique features tailored to different levels of expertise and campaign complexities.
A comprehensive comparison table can help marketers identify the best tool based on specific needs, such as automation, AI integration, ease of use, and cost-effectiveness.
| Tool/Method | What Is It? | Key Features |
| Sitechecker |
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| Google Search Term Report |
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| WordStream Negative Keyword Tool |
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| Ubersuggest |
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| ChatGPT |
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| PEMAVOR N-gram Tool |
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| SEMrush |
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Crafting a Winning Strategy with Negative Keywords in SEO
Negative keywords are more than just a technical feature—they are essential to any well-rounded SEO and PPC strategy. By eliminating irrelevant traffic, improving cost efficiency, and refining audience targeting, negative keywords ensure that your campaigns focus on the users most likely to engage and convert.
Navigating the complexities of SEO, including negative keyword management, can be challenging. MediaOne is here to help. As experts in digital marketing, we offer tailored solutions to optimise your campaigns and achieve measurable results. Let us guide you through building an effective strategy that aligns with your business goals.
Frequently Asked Questions
What are negative keywords in SEO?
Negative keywords are terms or phrases you exclude from your campaigns to prevent your content or ads from appearing in irrelevant search results. This helps ensure your marketing efforts focus on reaching the right audience.
Why are negative keywords important in SEO?
Negative keywords are vital for improving targeting, saving resources, and optimising ad spending. By filtering out irrelevant traffic, businesses can increase the quality of their leads and reduce the budget wasted on non-converting users.
How do negative keywords improve my SEO performance?
Negative keywords enhance SEO by preventing your ads or content from appearing for irrelevant searches. This means you’re not paying for clicks that won’t convert, leading to better ROI and improved performance metrics like CTR and conversion rates.
Can negative keywords be used in organic SEO?
Yes, negative keywords are not just for paid campaigns. Organic SEO helps refine content by preventing it from ranking for unrelated terms, ensuring better alignment between search intent and your content.
How often should I update my negative keyword list?
You should regularly review and update your negative keyword list, especially after significant campaign changes or when trends shift. Monitoring search term reports and using analytics tools will help you continuously identify and exclude irrelevant traffic.
