Sites and profiles
What are brand terms and excluded terms?
Brand terms are words that mean your own brand; searches containing them are set aside because you already rank for them. Excluded terms are anything you never want in a plan.
Both live on the site's Settings tab, comma separated, and apply to the next run.
Brand terms
Your business name and any product names people search for by name. The domain's first part is always treated as a brand term. Searches containing a brand term are dropped with the reason "brand search", because you rank for your own name already and a plan about it would be padding.
Add variants people actually type: an abbreviation, a common misspelling, a product line that is known by name.
Excluded terms
Anything you do not want a page about, whatever the demand: a product you are discontinuing, a service you no longer offer, a topic that draws the wrong customers, a competitor's name. Searches containing an excluded term are dropped with that reason.
Where dropped keywords go
They stay on the Keywords tab under Dropped, with the reason, so a term that dropped too much is easy to spot and remove.
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