Let’s Be Negative: An Efficient Approach to Negatives…

This is what I most commonly use in my accounts. It requires analysis as opposed to recognition (as in the case of exact match negatives). I tend to use phrase match when there is an irrelevant token (or more than one) contained within a query. For example, if I were a divorce lawyer and saw the query ‘heidi klum divorce,’ I’d make ‘heidi klum’ a negative phrase match. To be even more aggressive, I might consider making ‘heidi’ a negative as well as ‘klum’ and ‘klums.’ This is aggressive, but if you’ve never had a conversion containing these tokens, and you can’t think of instance where a query containing these tokens would be relevant to your business, then you should try this approach (as opposed to just making a negative of [Heidi klum divorce]). Otherwise you’re just waiting around to make misspellings and variations a negative the next time around. Not only does that ...

Full article: http://www.searchenginejournal.com/lets-be-negative-an-ef...

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