Using keywords in Edtesa Reputation

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Keywords are the most important aspect of Edtesa Reputation.

A keyword is something that you want Edtesa Reputation to find, whether it’s your organisation name, a product you have, or a campaign you might be running.

Due to the vast nature of the internet, it is important to get your keywords correct! Your keyword can be anything, it’s very much down to you, but to ensure quality results for your business, follow our tips.

  1. How phrases are matched
  2. Constructing your alert
  3. Matching examples
  4. Tips for creating good alerts
  5. Knowledgebase

How phrases are matched

It may sound obvious, but whatever you put into the search box, will be matched directly. Knowing the potential reach of your keyword or phrase will determine what results you get.

Understanding how matching works will help you create better alerts.

Phrases are matched exactly

Each phrase that you enter will be matched in the order you enter it. For example, entering "My Fantastic Company" will not include "My Fantastic Company Ltd"

Letter case is ignored

It doesn't matter if you enter "Fantastic Company" or "fAntAstic ComPanY", all matches are case-insensitive

Punctuation is ignored

Any punctuation in your phrases is ignored. For example, your phrase "Companys Products" will still match "Company’s Product’s" and vice-versa

Constructing your alert

You can enter up to an additional 5 words or phrases to construct your primary alert.

This enables you to build very specific and refined searches that either cast a wider net for searches or narrow them down.

You can join your keywords with the following:


If you want to match another phrase, join it with AND. Captured content must match both these terms.


To match alternative phrases, join them with OR. All OR phrases that are next to each other, must match at least one to be captured


Use NOT to only match content that doesn't contain this phrase. If the search picks up this term, results will not be sent to you.

Matching examples

Here are some examples to help you decide how to structure your alert:

AND / OR / NOT Example

To show an example of combining phrases, here's an example of trying to search for fruit and vegetables with Edtesa Reputation. Adding in the AND/ OR / NOT filters can bring in more results whilst blocking content that isn't relevant:

  • Apple
  • OR Banana
  • AND Fruit
  • OR Vegetable
  • NOT iPhone

Using these filters will only capture content where it contains "Apple" or "Banana", and "Fruit" or "Vegetable", but not "iPhone".

Technically this will be interpretted as:

("Apple" OR "Banana") AND ("Fruit" OR "Vegetable") NOT "iPhone"

Common name example

Where for example your organisation has a common name and may get confused with something else, you don't want to capture matches that aren't relevant to you.

A simple solution here is to add in another phrase that is unique to you, for example your location, e.g:

"My Fantastic Company" AND "London"

This will make sure that when matching "My Fantastic Company" the source content also contains "London"

Tips for creating good alerts

Here are some tips for creating well performing, optimised alerts:

Avoid phrases that are too narrow

Overly specific phrases will reduce the number of captures you get. For example "Fantastic Company Computer Products in London" would be too narrow, "My Fantastic Company" AND "Computer" AND "London" is better.

Avoid phrases that are too broad

If your alert contains phrases that are collectively too broad, your alert will be flooded with irrelevant matches. For example "Company" would bring back a lot of matches, whereas "My Fantastic Company" would be more targeted.

Add in alternatives

Including OR terms that are used as alternatives to your keyword can gather more results. For example, adding in abbreviations for your organisation, an authoring username or maybe a twitter handle?

Avoid duplicating phrases

An alert such as "My Fantastic Company" OR "My Fantastic Company Business" is unnecessarily duplicated. The first phrase will capture everything the second would. Try to use the shortest phrase that will capture the results you want.

Avoid similar alerts

If you create multiple alerts with similar phrases, you are likely to match the same content multiple times. Create a single alert with your alternative phrases joined with OR, or use the shortest phrase that will capture relevant content

Personal support

A big part of Edtesa Reputation is experimenting with keywords to find out what works best. You may find that adding slight changes to your keywords can gather better results, it's very much down to trying new things out.

But if you need support in setting up your alerts we will be more than happy to help, just contact us.