# Keyword research disallow rules (MH, 2026-04-30) MarketerHire is a fractional **marketing talent platform**. The product is hiring vetted marketers (fractional CMOs, growth marketers, paid media, content, lifecycle, SEO, etc.). Every keyword in the universe must connect to one of: - Hiring / outsourcing marketing roles or functions - Marketing operations, strategy, growth, or measurement - Marketing-team structure, cost, or org design - Specific marketing channels (SEO, paid, content, email, lifecycle, brand) - Performance marketing, demand gen, lead gen, attribution, ROI - Tools and processes inside the marketing function ## Hard-reject patterns (do not include in universe at all) Reject these BEFORE scoring. They are off-topic noise that scored 90+ in the Apr 2026 research run because relevance was under-weighted: - **Healthcare organizations / providers** — Aya Healthcare, Molina, Sutter, Intermountain, Kaiser, Cleveland Clinic, CVS Health, Baptist Health, Providence Health, Texas Health, Geisinger, Bayhealth, Orlando Health, Atrium Health, Trinity Health, Community Health Center, Sutter Health - **Health gov / orgs** — National Health Institute, Texas Health and Human Services, Department of Health, NIH, WHO - **Real estate (pure)** — real estate agent, real estate broker, realtor, Zillow, Trulia, Redfin, MLS, home buyer/seller, property management, property manager, commercial real estate, [state] real estate - **Hospitality** — night manager, hotel manager, restaurant manager, chef, sommelier, barista, housekeeping - **Personal/wellness** — anxiety manager, panic attack, weight loss, life coach, spiritual coach, mental health therapy - **Non-marketing roles** — case manager, nurse manager, pharmacy manager, construction manager, warehouse manager, "operations manager" with no marketing context - **Vendor/insurer names without marketing context** — Humana, Anthem, Optum, Aetna, Amerigroup ## Soft-reject patterns (allow only if the marketing connection is explicit) These are OK when combined with a marketing function: - "real estate marketing automation" ✓ (marketing function for real-estate vertical) - "real estate agent" ✗ (not marketing) - "healthcare marketing agency" ✓ (marketing for healthcare vertical) - "molina healthcare" ✗ (just a healthcare org name) ## What to prefer instead When you find an off-topic keyword from Ahrefs/DataForSEO, look one level up the cluster for a marketing-flavored sibling: - "real estate agent" → "marketing for real estate agents" / "real estate marketing strategy" - "healthcare" → "healthcare marketing agency" / "marketing for hospitals" - "operations manager" → "marketing operations manager" / "growth ops" - "hire X" — always preferred when X is a marketing role ## Scoring reminder Relevance is now 35% of the composite score (was 15% before this directive). A keyword that matches NONE of the brand context gets relevance score 0–10, which mathematically caps its composite at ~50. Keywords above 80 composite must have strong relevance signal.

Use second-person ('you') throughout all articles. Never use first-person plural ('we', 'our', 'us').