How to separate research queries from buying intent
Use page fit, modifier words, and likely next action to decide whether a phrase belongs in the campaign.
Keyword research
Build Search coverage around intent, not just volume.
Good keyword work starts with the reader's problem, the landing page promise, and the terms that should be excluded before spend begins.
Research method
Map each keyword group to a clear page and decision stage.
Operators start with seed phrases from the guide topic, page headings, search intent notes, and competitor language. Each group is labeled by intent so ad copy and landing page expectations stay aligned.
Negative keyword candidates are captured before launch. This keeps informational, employment, support, free, unrelated brand, and low-value phrases from consuming early budget.
Keyword articles
Research notes for campaign operators.
Writing negative keyword notes before launch
Document why a term is excluded so later search term reviews are faster and more consistent.
When to expand a keyword set after the first week
Look for repeated eligible search terms, stable CPC, and landing page engagement before adding coverage.