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Using keywords to filter out the best information

April 21, 2013

Home Blog Using keywords to filter out the best information

We’ve previously blogged about the importance of having a clear, well-defined Market Intelligence Map, but I am going to dive in a little deeper today and discuss something that is very, very important when looking for information: keywords.

Once it is determined how market intelligence will be used, Key Intelligence Topics must be created to separate the information coherently. Beyond that, every topic requires smart keywords. Some keywords speak for themselves, such as “ERISA class action.” But, if you search “employee lawsuits” instead, you’re going to get a lot of irrelevant information to pick through.

When determining keywords, it is important to understand the most up-to-date language being used around the topic. At one point, “cellphone” was commonly used, but as time and technology advanced, “mobile device” became more commonly associated with relevant news.

Key words should not be too vague, but they should also not be too narrow. Some words don’t always appear in the same way, such as the “Affordable Care Act,” “ACA,” or “PPACA.” Working with a market intelligence analyst will help you tweak your keywords into what will deliver the best, most relevant results. They also have the skills in boolean search to create complex combinations to shape topical results.

So the take-home point here is: don’t keep keywords as an afterthought when developing an MI Map or MI strategy. They are the main points of information retrieval and will be relied on heavily when searching the vast information base available at our fingertips. Finally, be sure to check in on your keywords and update them often. Stale words will bring in stale information.

 

This article was originally published on ShiftCentral, now part of LAC Group.

Mario Thériault

Mario Thériault

Mario Thériault is Chief Business Development Officer and oversees all aspects of LAC Group’s growth strategy, partnership and alliance programs. Prior to LAC’s acquisition of ShiftCentral, Mario served as CEO and continuously evolved the company to emphasize the importance of strategic, curated intelligence to solve clients validated business needs.
Mario Thériault
Questions? Send me a message on our contact us form.

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