{"id":27174,"date":"2026-01-27T10:47:47","date_gmt":"2026-01-27T05:17:47","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=27174"},"modified":"2026-01-27T11:11:01","modified_gmt":"2026-01-27T05:41:01","slug":"why-negative-keywords-matter-for-brand-safety-in-search","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/why-negative-keywords-matter-for-brand-safety-in-search\/","title":{"rendered":"Why Negative Keywords Matter for Brand Safety in Search?"},"content":{"rendered":"\n<p class=\"lead\">As the digital landscape continues to evolve, it opens up powerful ways to reach diverse audiences. However, this growth also brings challenges\u2014particularly the risk of compromising brand authenticity when ads appear next to offensive content or on brand-unsafe inventory.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tl-dr\"><strong>TL;DR<\/strong><\/h4>\n\n\n\n<p>Negative keywords are essential for brand safety in search. They stop your ads from showing up next to misleading and sensitive searches, something that\u2019s increasingly important in an AI-driven environment. They protect your brand and ensure your ads show up only in the right context.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s easy to assume that search ads are &#8216;safe&#8217; by default. But that\u2019s not always the case. Even well-run campaigns can surface alongside misleading or sensitive searches that don\u2019t reflect your brand values. That\u2019s why <strong>negative keywords<\/strong> matter. They are a safeguard that helps protect your brand\u2019s credibility and reputation.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-negative-keywords-in-search-advertising\"><strong>What Are Negative Keywords in Search Advertising?<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.karooya.com\/blog\/reduce-wasted-spend-negative-keywords-faq\/\" target=\"_blank\" rel=\"noreferrer noopener\">Negative keywords<\/a> work as a filter, ensuring that ads appear only when the user&#8217;s search intent aligns with the brand&#8217;s goals and safety standards.<\/p>\n\n\n\n<p>In search advertising, negative keywords are used to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Block irrelevant or low-intent search queries<\/li>\n\n\n\n<li>Avoid sensitive and misleading content<\/li>\n\n\n\n<li>Protect brand reputation and trust<\/li>\n\n\n\n<li>Improve traffic quality<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-why-brand-safety-is-a-growing-concern-in-paid-search\"><strong>Why Brand Safety Is a Growing Concern in Paid Search?<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Over the years, digital advertising has faced rapid evolution. With AI, automation, and user-generated content, advertisers have less control over where ads appear. This increases the risk of ads showing next to harmful or fraudulent content, making brand safety an important concern.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Key reasons behind this growing concern include:<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Because ads now show for more queries, they\u2019re more likely to appear on sensitive searches <\/li>\n\n\n\n<li>Unlike display or video, search relies on advertisers to control safety, mainly through negative keywords<\/li>\n\n\n\n<li>Even without clicks, appearing next to negative or inappropriate searches can hurt brand trust<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-negative-keywords-protect-brand-reputation\"><strong>How Negative Keywords Protect Brand Reputation?<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With this growing concern about brand safety, negative keywords act as a protector. These keywords protect brand reputation by:<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Stop your ads from showing on scam, fraud, illegal, or inappropriate searches<\/li>\n\n\n\n<li>Keep your ads away from searches linked to complaints, dissatisfaction, or controversy<\/li>\n\n\n\n<li>Remove irrelevant or low-quality intent that can harm your brand <\/li>\n\n\n\n<li>Show your ads only when the user intent clearly fits your brand and values<\/li>\n\n\n\n<li>Even without clicks, impressions affect how people see your brand, and negative keywords help keep that perception in check<\/li>\n<\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In a way, negative keywords help protect your brand\u2019s image by ensuring your ads show up only in the right search contexts.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-types-of-negative-keywords-that-impact-brand-safety\"><strong>Types of Negative Keywords That Impact Brand Safety<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Some negative keywords play a direct role in protecting brand safety:<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\"><strong>Categories<\/strong><\/th><th><strong>Examples<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">Sensitive and restricted keywords<\/td><td>assassination, killing, terrorism, suicide, racism, hate crime, genocide, cocaine, illegal drugs, tobacco, etc<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Reputation-risk keywords<\/td><td>scam, fraud, lawsuit, complaint, fake, or review<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Intent-mismatch keywords<\/td><td>free, cheap, DIY, download, jobs, or salary, coupon, trial, bargain, clearance<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Informational-only keywords<\/td><td>guide, tutorial, examples, case study, issues, problems, complaints, etc<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Competitor and comparison keywords<\/td><td>better than, alternative to, similar to, cheaper than, lowest price, discount vs, etc<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.karooya.com\/blog\/identify-negative-keywords-through-google-ads-search-terms-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">Search term reports<\/a> are one of the most effective ways to spot and prevent brand safety risks in paid search. When reviewing them, pay close attention to the categories listed above to identify areas that may pose a higher risk.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Once you find out the high-risk triggers, organise a <a href=\"https:\/\/www.karooya.com\/blog\/what-negative-keyword-lists-to-create-in-google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">negative keyword list<\/a>. It is one of the necessary steps to protect your brand. Grouping negative keywords by risk categories can make managing easier and cleaner. For example, create a separate list for sensitive content, reputation risk, competitor keywords, etc.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-negative-keyword-match-types-influence-brand-safety-control\"><strong>How Negative Keyword Match Types Influence Brand Safety Control?<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Using the right <a href=\"https:\/\/www.karooya.com\/blog\/negative-keyword-match-types-with-examples-in-google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Negative keyword match types<\/a> is essential for brand-safe visibility in search. The match type you choose determines whether you want to filter out broad, risky topics or block particular, harmful searches.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here\u2019s how each match type influences brand safety control:<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\"><strong>Negative Match Types<\/strong><\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>How it works<\/strong><\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>Impact<\/strong><\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>Risk<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">Broad Match<\/td><td class=\"has-text-align-center\" data-align=\"center\">Keeps your ads from showing when a search contains all the negative keywords, no matter the order<\/td><td class=\"has-text-align-center\" data-align=\"center\">Perfect for filtering out broad, high-risk, or clearly inappropriate topics<\/td><td class=\"has-text-align-center\" data-align=\"center\">If not monitored closely, it can become overly aggressive and end up blocking relevant traffic<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Phrase Match<\/td><td class=\"has-text-align-center\" data-align=\"center\">Keeps your ads from showing when a search contains an exact phrase in the same order <\/td><td class=\"has-text-align-center\" data-align=\"center\">It helps block unwanted phrases while still allowing relevant, safe searches to come through<\/td><td class=\"has-text-align-center\" data-align=\"center\">It can unintentionally block relevant searches if the phrase appears within a valid user query<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Exact Match<\/td><td class=\"has-text-align-center\" data-align=\"center\">Stops your ad from showing only when the search term exactly matches the negative keyword<\/td><td class=\"has-text-align-center\" data-align=\"center\">Gives precise control to block risky queries without affecting safe ones<\/td><td class=\"has-text-align-center\" data-align=\"center\">Negative exact match may let similar risky searches slip through<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-common-brand-safety-mistakes-when-using-negative-keywords\"><strong>Common Brand Safety Mistakes When Using Negative Keywords<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Even with the right motives in mind, negative keywords can fall short of protecting your brand if they are not used correctly. In this AI-driven world, there is very little room for mistakes.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Let&#8217;s learn four serious and most common brand safety mistakes you can make with negative keywords: <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>1. Treating as a one-time setup:<\/strong> A negative keyword list built six months ago can quickly lose relevance. With search behaviour evolving rapidly due to increased automation, reviewing and refreshing your list monthly is essential to keep it effective.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>2. Adding overly broad negatives:<\/strong> Using too many broad negative keywords can block valuable, brand-safe searches. For example, adding <strong>\u201cfake\u201d<\/strong> as a broad negative will stop all searches that include that word. However, if you\u2019re too aggressive, you may end up blocking safe and relevant traffic.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>3. Ignoring the account level list:<\/strong> A common mistake you can make is to add negative keywords to a single search campaign instead of managing them at the account level. Brand safety shouldn\u2019t stop at the campaign level; it\u2019s a company-wide value that needs consistent protection across all your search activity.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>4. Relying entirely on automation:<\/strong> Relying entirely on automation can be risky. Normally, AI-driven matching is built to chase performance, not to protect the brand. Manual control is important.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-are-negative-keywords-enough-for-brand-safety-in-search\"><strong>Are Negative Keywords Enough for Brand Safety in Search?<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For complete brand safety, negative keywords are necessary but not sufficient. While they are capable of blocking known irrelevant queries, they can only address queries which have already identified by advertisers. So a layered approach would be beneficial.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Regularly reviewing search terms and keeping a human eye on campaigns alongside automation helps ensure your ads show up only in places that build trust and strengthen credibility.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-frequently-asked-questions\"><strong>Frequently Asked Questions:<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q: Should I exclude my own brand name as a negative keyword to avoid paying for clicks I\u2019d get organically?<\/strong><\/p>\n\n\n\n<p>In most situations, the answer is NO. Excluding your own brand as a negative keyword is rarely a good idea. It can reduce your visibility, limit control over your messaging, and ultimately lead to lost conversions.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q:<\/strong> <strong>What are the &#8216;must-have&#8217; universal negative keyword lists for brand suitability in 2026?<\/strong><\/p>\n\n\n\n<p>Here is the list:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Illegal &amp; fraud-related:<\/strong> scam, fraud, fake, hacked<\/li>\n\n\n\n<li><strong>Adult:<\/strong> porn, sex, escort<\/li>\n\n\n\n<li><strong>Violence:<\/strong> weapons, bombs, terrorists, abuse<\/li>\n\n\n\n<li><strong>Reputation risk:<\/strong> lawsuit, complaint, unethical<\/li>\n\n\n\n<li><strong>Jobs &amp; careers:<\/strong> jobs, hiring, salary, internship<\/li>\n\n\n\n<li><strong>Free:<\/strong> free, download, cracked<\/li>\n\n\n\n<li><strong>how-to:<\/strong> how to, tutorial, template<\/li>\n\n\n\n<li><strong>Medical\/legal:<\/strong> treatment, diagnosis, legal advice<\/li>\n\n\n\n<li><strong>Price-only comparisons:<\/strong> cheapest, coupon, discount<\/li>\n\n\n\n<li><strong>Competitor &amp; comparison modifiers:<\/strong> vs, compare, alternative<\/li>\n<\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q: Is there a way to prevent misleading or scam-related searches from appearing alongside my brand in search results?<\/strong><\/p>\n\n\n\n<p>Yes. You may not be able to control how people search, but you <em>can<\/em> control where your ads show up. A proactive brand-safety setup in paid search ensures your ads don\u2019t appear alongside misleading or scam-related queries.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q:<\/strong> <strong>Can negative keywords really prevent brand damage?<\/strong><\/p>\n\n\n\n<p>Yes, negative keywords can play a real role in protecting your brand, but only when they\u2019re applied thoughtfully and maintained on an ongoing basis.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q: Are negative keywords necessary for small or brand-only campaigns?<\/strong><\/p>\n\n\n\n<p>Yes, negative keywords are necessary even for small or brand-only campaigns.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q: How can I prevent my brand ads from appearing next to sensitive searches?<\/strong><\/p>\n\n\n\n<p>You can control whether your ads appear next to sensitive searches by creating a dedicated sensitive-term negative keyword list and using the proper match types.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q: Is brand safety in search as important as in display and video ads?<\/strong><\/p>\n\n\n\n<p>Yes, brand safety in search is just as important as in display and video.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Q: Do advertisers rely too much on Google\u2019s automation for brand safety?<\/strong><\/p>\n\n\n\n<p>Many advertisers place too much trust in Google\u2019s automation for brand safety, assuming it handles context as effectively as it drives performance. The reality is that automation is designed to optimise results\u2014not safeguard brand reputation.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-key-takeaway-brand-safety-starts-with-negative-keywords\"><strong>Key Takeaway: Brand Safety Starts with Negative Keywords<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Negative keywords are vital for brand safety. They ensure your ads don\u2019t show up alongside misleading, sensitive, or potentially harmful searches. In an increasingly automated landscape, they act as quiet gatekeepers\u2014protecting trust, credibility, and brand perception from the very first touchpoint.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Related Links<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.karooya.com\/blog\/how-to-identify-negative-keywords-that-improve-ad-performance\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Identify Negative Keywords that Improve Ad Performance?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.karooya.com\/blog\/amazon-ads-brand-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why You Should Consider Brand Bidding in Amazon Ads?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.karooya.com\/blog\/why-negative-keywords-matter-more-than-ever-in-performance-max-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why Negative Keywords Matter More Than Ever in Performance Max Campaigns?<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>As the digital landscape continues to evolve, it opens up powerful ways to reach diverse audiences. However, this growth also brings challenges\u2014particularly the risk of compromising brand authenticity when ads appear next to offensive content or on brand-unsafe inventory.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[3,6],"tags":[],"class_list":["post-27174","post","type-post","status-publish","format-standard","hentry","category-googl-search-tips","category-negative-keywords"],"featured_image_src":null,"author_info":{"display_name":"Amita","author_link":"https:\/\/www.karooya.com\/blog\/author\/amita\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/27174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=27174"}],"version-history":[{"count":24,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/27174\/revisions"}],"predecessor-version":[{"id":27292,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/27174\/revisions\/27292"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=27174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=27174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=27174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}