Choosing Keywords - The Truth about KEI
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Choosing Keywords - The Truth about KEI
Choosing keywords that will bring extra traffic to your website is something
that SEO experts are trained to do. There is a popular method of choosing
keywords that invloves the calculation of something called KEI (Keyword
Effectiveness Index). KEI was devised by Sumantra Roy, a Search Engine
Positioning specialist from http://www.1stSearchRanking.net. KEI is a very
helpful indicator, but in my opinion, it is slightly flawed.
The KEI is basically a comparison of the number of times a search term
is searched versus the number of search engine result pages that come up
for that keyword phrase.
For example, let's say that you are developing a widget website. You want to sell
lots of widgets. You do some research using *Overture's search term suggestion
tool (http://inventory.overture.com/d/searchinventory/suggestion/). You find out
that the following terms are searched a lot:
widget, red widget, blue widget, green widget, yellow widget.
You then go to *Yahoo and type in the search terms to see how many websites show
up for each term and you come up with the following table:
keyword phrase = widget
# times searched = 10,000
# resulting pages = 1,000,000
KEI = 100
keyword phrase = red widget
# times searched = 9,000
# resulting pages = 950,000
KEI = 85.26
keyword phrase = blue widget
# times searched = 8,000
# resulting pages = 120,000
KEI = 533.33
keyword phrase = green widget
# times searched = 7,900
# resulting pages = 900,000
KEI = 69.34
keyword phrase = yellow widget
# times searched = 6,300
# resulting pages = 994,000
KEI = 39.93
According to the KEI ratio, the best keywords to choose are those with a high KEI
(ie. the most popular keywords, with the lowest competition). This is a basic
law of supply and demand. Based on the chart above you might think,
"Ah ha! I should target blue widgets because it has a high KEI ratio."
The problem with this is that you are making the assumption that a low quanity
of competition is more important than the quality of the competition. This is a
major FLAW. KEI does not factor in the QUALITY of competion only the quantity. I
have come up with a simple method for determining the quality of competition
using *Google *Page Rank (although a better solution could be created based on
backlinks of relevant sites).
This simple method is done by calculating the average Page Rank for the first n
resulting pages for a given keyword search (where n is the number of pages you
want to be ranked in). So turning back to the example above, let's say you want
to be in the top 10 (n=10) search engine ranking for blue widgets. Go to your
search engine of choice or use your tool of choice and type in blue widgets as
your keyword. Then check each page's PageRank in the top ten results. Divide
that number by 10. This calculates what I call the KPI (Keyword Page Rank Index).
The formula looks like this:
(P1+P2+..+PN)/N (where n is the number of pages you are adding)
In my example above, let's look at the new results:
keyword phrase = widget
# times searched = 10,000
# resulting pages = 1,000,000
KEI = 100
KPI = 7.5
keyword phrase = red widget
# times searched = 9,000
# resulting pages = 950,000
KEI = 85.26
KPI = 7.2
keyword phrase = blue widget
# times searched = 8,000
# resulting pages = 120,000
KEI = 533.33
KPI = 7.3
keyword phrase = green widget
# times searched = 7,900
# resulting pages = 900,000
KEI = 69.34
KPI = 4.2
keyword phrase = yellow widget
# times searched = 6,300
# resulting pages = 994,000
KEI = 39.93
KPI = 5
Based on the results above you can see that to make it into the top 10 search
engine results you will be competing with pages that have a *Page Rank averaging
7.3, which is a pretty high *Page Rank. On the other hand, if you choose green
widgets you will be competing ......
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