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Keywords are designated as one phrase when using " " quotes.
	"Joe likes coffee"
	-returns the exact phrase "Joes likes coffee"
Keywords without quotes are designated as individual words.
	Joe likes coffee
	-returns all instances containing the words Joe OR likes OR coffee
Keywords with AND include both surrounding words or phrases whereas Keywords with OR include either Keyword or phrase
	Joe AND likes OR coffee
	-returns all instances containing the words Joe and likes or coffee
Keywords with NOT.
	Joe likes NOT coffee
	-returns all instances containing the words Joe AND likes but NOT coffee