Negative keywords comes from PPC where bidding on keywords meant saving money by not bidding on undesirable keywords.
Similarly, as you optimize your content with the right keyword research, finding negative keywords for your article has similar purpose. Negative keywords can actually lower your overall conversion costs, help you increase your CTR, show quality score and help drive qualified traffic to your site. As search engines find your content beneficial to the users searches, they also avoid those negative keywords to be listed together with your brand.
The Basics of Negative Keywords
Building negative keyword list
Using the Google keyword planner to find negative keywords based on query and what people are searching
Adding negative keywords at an account, ad, and adwords campaign
Expand the Reach of Your Negative Keywords
Add the plural and singular forms of your negative keywords to maximize their impression.
Look for the exact term of your long tail keyword you would like to remove and add it in broad match.
Find a similar way to refer to your negative keyword phrase and include them in the list of queries.
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