Keyword redirects are controlled by rules, which you can customize to set up keyword redirects on your site.
## Redirect and don't redirect rules
A redirect rule defines which keywords trigger a redirection to another page. For example, you can specify that when customers enter the query, Betsey Johnson, they are taken directly to your company's _Betsey Johnson_ category page instead of a search results page that includes Betsey Johnson items.
Alternatively, an exclusion rule does not apply a redirect. Exclusion rules help you refine your redirect rules by letting you specify searches that don't redirect your customers to a new page. For example, you can specify that when customers enter the query, _Betsey Johnson wallet_, they are shown a list of search results pertaining to the query rather than taken to the _Betsey Johnson_ category page.
**What are redirect and exclusion rules called in the Bloomreach Dashboard?**
Redirect rule → Redirect term/phrase
Exclusion rule → Do not redirect term/phrase
## Terms and phrases rules
A terms rule behaves likes an exact match. A terms rules requires that the customer's query exactly matches the keywords in the rule to trigger it. For example, if your rule requires an exact match for _Louboutin_ and your customer enters _Christian Louboutin_, then the rule isn't triggered.
A phrases rule is more inclusionary than a terms rule. A phrases rule requires that the customer's query simply contain the rule's keywords. If you change a terms rule for _Louboutin_ into a phrases rule for _Louboutin_, then your _Louboutin_ rule is triggered by a _Christian Louboutin_ query.
## How are keyword redirect rules triggered?
Bloomreach runs keyword queries through a sequence of evaluations to determine when to trigger a redirect rule.
Bloomreach evaluates the search query through each rule until a rule is triggered or Bloomreach determines that no rule applies.
Molly is a merchandiser for Couture Boutique, a fashion retailer specializing in high-end designer products. One of these designers is Hanover. Molly wants to redirect Hanover search queries to the retailer's Hanover landing page. She creates a redirect rule to match all Hanover queries and redirect them to the Hanover landing page.
However, Couture Boutique doesn't want certain queries to redirect to the Hanover landing page. If a customer is searching for something very specific, such as a vegan leather Hanover clutch, then Couture Boutique wants that customer to see the search results. Similarly, if a customer wants to look at items from several designers at once, then it's better if Couture Boutique displays the search results for the query rather than redirect the customer to a single designer's landing page. Further, Courture Boutique's own branding policies discourages associating any of their designer brands with terms like _bargain_ or _clearance_. _Sale_ is okay, though.
Here are the redirect rules that Molly creates:
|Redirect terms||hanover sale|
|Redirect phrases||hanover<br><br>hanover shoes|
|Do not redirect terms||hanover bag|
|Do not redirect phrases||hanover bargain<br><br>vegan hanover|
Here are the results when Molly's rules are applied to queries that customers enter at Couture Boutique's site. The query runs through the rules in order. When it hits a trigger, the outcome is triggered and the query stops running through the rules.
|Customer query||Do not redirect terms||Redirect terms||Do not redirect phrases||Redirect phrases||Outcome|
|vegan hanover bag||❌||❌||✅ trigger||❌||no redirect|
|hanover shoes||❌||❌||❌||✅ trigger||redirect|
|hanover sale||❌||✅ trigger||❌||❌||redirect|
|hanover bag||✅ trigger||❌||❌||❌||no redirect|
|bargain hanover accessories||❌||❌||✅ trigger||❌||no redirect|