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You need one of the robust social media monitoring tools which provide advanced boolean search queries. Many tools only allow 3 boxes (include any of these terms, must include these terms, exclude these terms), and there is no way to imply proximity or use context. The only way to really trim the results to what is relevant is to use boolean logic. For example, if you were monitoring for amazon, you could exclude:   (amazon AND (jungle OR brazil OR rainforest OR "rain forest")). Or use proximity like:    (amazon NEAR/5 (shopping OR products OR ecommerce OR e-commerce)). Additionally you can look for user intent with phrases like:    ("shopping on" OR "buy from" OR "need to shop" OR "research products on") NEAR/3 amazon Obviously these examples are just small samples of what can be done. Some queries for common words may end up being 2000 characters long to catch all use cases. But without the ability to create custom boolean queries that include nesting parenthesis, quotes for phrases and proximity operators like NEAR, the other tools won't help. In a previous job, I wrote a white paper explaining why Boolean is important for social media monitoring and provide some tips on what to look for in a social media monitoring tool: https://www.dragonsearch.com/files/social-media-monitoring-tools-boolean-search-query.pdf Good luck! Jannette

Google is becoming a better webmaster and making more money from their website. In addition, google is placing more features in the SERPs that cause you to view more pages on Google.  Much of the "heat" in the "algorithm" weather reports is actually Google tweaking the UI... and SEOs are not smart enough to know the difference.   They are so intent on "watching the tools" that they don't know that Google is subtly grabbing a little turf here and a little turf there.