SEO keywords as synonyms in Advanced Search

We recommend using Advanced Search synonyms sparingly. Using a lot of common words as search synonyms can lead to confusing search results for users if they get a lot of pages in their results without the keyword they searched on them (those pages having been matched by an Advanced Search synonym).

Synonyms should be used for things that are actually synonymous, like "sports"/"athletics," or "schedule"/"calendar", rather than something like "alumni"/"give online." (Remember: marketing terms and calls to action have their places, but it's not in Advanced Search synonyms!)