SEO is tricky. Even marketers that know and understand the ins and outs of it have to keep relearning and refining their technique to avoid pitfalls. One that has happened to many is the disgruntling experience of having a search ad rated for a keyword that is irrelevant to your campaign and product. This happens when the ad text is dense with specific words, that while germane to the topic, are entirely irrelevant to pulling in new clients. To avoid this tragic mistake it is imperative to go beyond traditional keywords and employ what some marketers call negative keywords. Put simply and succinctly, negative keywords are those that the site does not wish to be ranked for. Doing so, will create confusion and very annoyed visitors, with no interest in the proffered products or services. Create a list of words that appear frequently throughout your ad copy, yet are not at all germane to the product or service of the site. Make sure these words are blocked. That way no one shows up looking for fine china, when you actually host a Chinese dating site.
- Most SEO pros have at some point of their learning curve or career found that they have created a search pay ad with a keyword they never intended to be ranked for.
- This can happen when you use a high density word in your text that has no actual relevancy to the search string.
- To avoid this create a list of negative key words, which are words used densely in your ad copy, yet excluded from all ad campaigns.
“Avoiding this situation requires the use of negative keywords. This will help ensure you never rank for any irrelevant keywords.”