How to Find Negative Keywords in SEO?

Quick Summary

Negative keywords are found by reviewing search term reports, analyzing user intent, and checking competitor keywords. They help block irrelevant traffic, improve ad relevance, reduce wasted spending, and increase overall SEO and PPC performance.

Introduction

SEO often feels like a long journey. You create content and wait. Traffic comes, but not always the right kind. Some visitors leave fast. Others never convert. 

 

This is where negative keywords matter. They block the wrong audience and protect your SEO efforts. This saves time, budget, and effort.

 

In this guide, you will learn what negative keywords are and why they matter. You will also learn how to find them and use them effectively.

What are Negative Keywords in SEO?

Negative keywords in SEO are terms you avoid targeting to block irrelevant traffic. SEO handles them indirectly through content focus and intent alignment. This improves traffic quality, user engagement, and conversions.

 

For example, premium service providers often exclude “free” or “cheap.” This attracts serious users who trust the brand and act.

Why Do Negative Keywords Matter in SEO?

In SEO, negative keywords are terms you intentionally avoid targeting. They help maintain content focus and ensure your pages align with the right user intent. By avoiding irrelevant or low-intent keywords, you can attract visitors who are more likely to engage and take meaningful actions. 

 

While negative keywords don’t directly change rankings, they support a clear content strategy and make your SEO efforts more effective over time, helping your pages remain relevant, targeted, and valuable to the audience.

Difference Between SEO Keywords and Negative Keywords

SEO keywords are words you target to rank on search engines. They bring users looking for your service or information. These keywords shape content and improve visibility for relevant searches.

Negative keywords are the opposite. They prevent pages from showing for useless queries. Positive keywords attract ideal users. This balance improves traffic quality and keeps the wrong audience away.

Understanding Search Intent Before Finding Negative Keywords

Search intent helps you understand user needs. It is the starting point for negative keyword research.

• Informational Intent

Some users only want information. They search for meanings, definitions, or guides. These searches rarely convert on sales pages. Terms like “what is,” “definition,” or “example” can be negative keywords if they do not match your goal.

• Navigational Intent

These users look for a specific brand or platform. They use brand or app names. If your site is not related, these terms bring no value and should be excluded.

• Transactional Intent

Users want to buy or hire. This intent is valuable. However, words like “free,” “trial,” or “jobs” may attract the wrong audience and can be added as negative keywords.

• Commercial Intent

These users compare options before buying. They search for reviews or comparisons. If your page is not comparison-focused, terms like “best,” “vs,” or “reviews” may be irrelevant.

• Promotional Intent

Users search for deals or discounts. If you do not offer promotions, terms like “coupon,” “discount,” or “offer” should be excluded to avoid low-quality traffic.

Manual Methods to Find Negative Keywords

Manual research gives deep insights. It shows how real users search.

Google Search Suggestions

Enter your keyword in Google and review autocomplete suggestions. They reflect real searches. If any phrase attracts the wrong audience, add it as a negative keyword.

People Also Ask Section

This section shows common user questions. Review them carefully. If they do not match your content goal, they signal irrelevant intent and reveal informational searches you should exclude.

Search Results Analysis

Open the top-ranking results for your keyword. Study topic focus. If intent is mixed, identify conflicting terms and add them to your negative keyword list for better traffic.

Using Keyword Tools to Find Negative Keywords

Keyword tools reveal search patterns and data. This helps filter out traffic that brings no value.

• Google Search Console Data

Search Console shows real queries. Check keywords with high impressions and low clicks. These usually show an intent mismatch. Such terms often become negative keywords.

• Keyword Research Tool Variations

Tools like Ahrefs or SEMrush show many keyword variations. Some look relevant but attract the wrong users. Review intent carefully. Add mismatched terms to your negative list.

• Keyword Difficulty and Intent Filters

Low-difficulty keywords are not always good. Many bring poor traffic. Use intent filters to separate informational and transactional searches. Exclude keywords that do not fit your page goal.

• Search Volume vs Engagement

High volume does not mean high value. Compare volume with engagement metrics. Keywords with traffic but low time on page often show poor intent. These should be reviewed as negatives.

• Competitor Keyword Insights

Competitor reports show what others rank for and what they avoid. Ignored keywords are often low quality. If competitors skip them, they may not be worth targeting.

• Trend Analysis

Tools reveal trending and seasonal keywords. Some trends bring short-term, low-intent traffic. Exclude them if they do not support your goals.

Common Types of Negative Keywords to Exclude

Certain keyword types often cause poor traffic.

• Job and Career Terms

Words like “jobs,” “salary,” or “career” attract job seekers. If you are not hiring, this traffic has no value. Excluding these terms improves relevance.

• Free and Cheap Modifiers

Users searching for free options may not convert. If you offer premium services, these terms reduce lead quality. Blocking them protects brand positioning.

• DIY and Tutorial Terms

Some users want to do it themselves. Terms like “how to do” or “DIY” may not match service pages. Excluding them keeps intent aligned.

How to Organize and Maintain a Negative Keyword List?

A clear negative keyword list helps attract the right audience. 

Like:

• Group negative keywords by intent, such as informational or job-related.
• Create separate lists for pricing, location, and promotions.
• Use clear labels for easy management.
• Review search queries regularly.
• Add or remove keywords as strategy changes.
• Update the list monthly or quarterly.

Monitoring Performance After Applying Negative Keywords

Monitoring performance shows whether negative keywords are effective. It helps confirm improvements in traffic quality and user behavior.

• Track Traffic Quality

Check bounce rate and time on page. Better engagement means irrelevant users are filtered out.

• Analyze Conversions

Review leads or sales. If conversions improve without traffic loss, negative keywords are working well.

• Review Search Queries

Check Search Console queries regularly. Add new irrelevant terms to your negative list.

• Watch Rankings

Monitor core keyword rankings. If rankings drop, review your negatives to avoid blocking valuable intent.

Common Mistakes When Using Negative Keywords

Negative keywords can backfire if misused. 

Like:

• Blocking keywords without intent analysis.
• Adding broad negatives too quickly.
• Ignoring long-term performance data.
• Forgetting to update the list regularly.
• Removing keywords without testing impact.

Advanced Techniques for Finding Negative Keywords

Advanced methods help uncover hidden negative keywords. They improve accuracy and traffic quality.

 

• Analyze zero-conversion queries in analytics tools.
• Review user behavior like bounce rate and exit time.
• Use AI-based keyword clustering tools.
• Study internal site search terms.
• Check log files for crawl patterns.
• Monitor sudden traffic drops or spikes.

Future Trends in Negative Keyword Optimization

Future negative keyword strategies will rely on intent signals. Search engines read meaning better. AI and behavior data will guide smarter SEO decisions. 

 

Query clustering and semantic analysis will grow. Negative keywords will not just block words. They will block intent patterns. This will make SEO strategies more precise and user-centric.

Conclusion

Negative keywords help protect your website from the wrong visitors. They stop irrelevant searches from reaching your pages. This improves engagement and conversions. 

 

When used correctly, they strengthen your SEO strategy. From understanding intent to tracking performance, each step matters. A clean negative keyword list keeps your traffic focused and valuable.

FAQs

Can one keyword be both positive and negative?

Yes! It can be positive for one page and negative for another.

 

Should blogs and landing pages use different negative keywords?

Yes! Blogs target learning intent, while landing pages target conversions.

 

Should negative keywords be tested before removal?

Yes! Test changes to avoid blocking valuable traffic.

 

Can negative keywords improve E-E-A-T signals?

Yes! They improve relevance and user trust signals.

 

Can negative keywords help control SERP visibility?

Yes! They limit visibility to the right search intent.