Negative keywords are the best friend of a PPC Marketer. With a comprehensive negative keywords strategy you can
Save on the cost,
Reduce wasted spend and,
Laser target your campaign.
Read this post to learn
How to build a negative keyword list
Where to apply negative keywords (Account Level, Campaign Level and Ad group level)
A single blog post can rank for 1000+ keywords. For example, if you have an optimized page for cat food, Google is able to recognize searches such as cat snacks, cat treats, cat meals etc. as relevant and your site is eligible to appear for all these keywords. As a Digital Marketer, you need to target a topic rather than a keyword for your next SEO campaign.
When you a search for a keyword Apple, how does search engine decide which results to show? Apple the Fruit or Apple the mobile company. It depends on the user intent if the search engine knows that more people searching for Apple, clicks on links from Apple the company, the results from the mobile company will get a prominence.
With 2013 hummingbird update, Google has gained the immense capacity to understand content, context and user intent.