Advanced Query Creation Tips

Masterclass /Advanced query creation tips

Aude Eberlin [email protected] | Tel: +44 (0)1273 234 290

21/03/2014

Contents

© 2013 Brandwatch | www.brandwatch.com

● How to efficiently test queries● Spam● Research queries● Questions

Query Testing 1/2

Query testing is an important part of the monitoring process

Challenges:

● High volume● Identify query issues

Solutions:

● Test each part on its own● Use operators to filter down the volume (e.g. NOT)● Check results in a dashboard


Query Testing 2/2

British Airways query


BA NOT terms

Removing Spam 1/3

● Spam vs Irrelevant● What is Spam?

Spam sites are fake sites that appear to be genuine. The purpose of spam sites is to manipulate search engine rankings by increasing traffic to other sites. The agenda behind spam is almost always commercial but can also be religious or political.

There are several methods used by spammers to influence search engines, including keyword stuffing, forum spamming and blog reposting.

Spam is normally quite easy to identify because it is usually nonsensical and random, but occasionally it can be harder to recognise.

Spam is presented in various forms, and not always as independent spam web sites. It can also appear within sites as forum posts or blog post as well as on twitter.


Removing Spam 2/3


Removing Spam 3/3

● Spammy industries: fashion, automotive, pharma, cosmetics, finance

● Detect language patterns instead of removing authors or site

● Example terms: viagra OR porn* OR outlet* OR wholesale* OR moncler OR vuitton

OR vuiton OR pandora OR ugg* OR louboutin OR oakley* OR cialis OR levitra OR

"air jordan" OR ((cheap OR free) NEAR/3 (online OR shipping)) OR ((buy OR

pharmacy) NEAR/3 ("on line" OR online)) OR jersey*

● Using repetition pattern: "cheap cheap cheap"~40 OR "buy buy buy"~40 OR "sell

sell sell"~40

● Twitter bots


Research queries

● Need clear objectives before starting● Different from brand queries● Research and a lot of testing● Linguistic patterns● Need to understand the limitations (accuracy, too broad is too much)● Need more manual work for analysis

Some tricks

● Pronouns technique to remove spam and marketing/promotional posts● Use of combination of verbs to “personalise” topic● Force order of key words using NEAR/xf


Questions


Advanced Query Creation Tips

Social Media

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