Negative keywords
Also: stop words
Words that mark a query as definitely not yours, which you exclude while cleaning the core.
For a toy shop, "Toy Story" is about the film, and "handmade" is about DIY rather than buying. Both go into negative keywords.
You build a stop list for a specific niche: it cuts junk and irrelevant queries at the cleaning stage.
Full explainer
Cleaning the core: what to throw out and why →