I have to admit that I didn’t come up with this headline or topic. Erik Holladay, Global Marketing Director for Intertek blog positing of the same name talks about the importance of negative keywords. You can read his blog by clicking on the following link: http://erikholladay.blogspot.com/2009/06/negative-is-positive-with-google.html
I agree with Eick on the importance of negative keywords but added my additional comment below:
You could also stick to “Exact Match” search terms but that may be restrictive in some cases. What you didn’t mention was how to determine the negative keywords. With Google new “Search Query Performance” report it becomes convenient to view what search terms are actually being picked up in Broad and Phrase match. This is after the fact but may be worth periodically reviewing and making selective parts of these search queries negative keywords.
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