The "Journal of Geography" has used key words since 1990 to help readers and researchers seek out work of particular interest. Key words generally supplement article titles and are hopefully chosen with care. The focus of this article is the "Journal of Geography" key word, its presence, timing, and frequency. Using a twenty-five-year dataset that spans 150 issues, we investigated the key words appearing the most, identified subdisciplinary areas with more attention, and make suggestions for improving key word usage.