the word ring, but rank items higher if they also contain diamond
the word pendant but not gold
the word watch, but if the item also contains the word "classic", rate it lower than if item does not.
This is "softer" than a search for +watch -classic, for which the presence of classic causes the item not to be returned at all
words such as gold, golden
the exact phrase watch case (items that contain watch case but not watch cigar travel case)
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