Keyword Effectiveness Index (KEI)
The Keyword Effectiveness Index (KEI) gives
an index of keyword effectiveness by comparing the number of
searches for a keyword (per month) with the number of results
for that keyword. (tip
->>)The Keyword Effectiveness Index also
accounts for the Quality of competitors (I.e. Are many sites SEO-optimized for your keyword?). Keywords
that result in a lot of highly competitive results that are
well-tuned for SEO will be rated less than less competitive keywords.
The Keyword Effectiveness Index (KEI) takes
three factors into account:
Keyword Popularity - this is defined as the number of searches
done on the keyword in a particular time period (generally by month).
Wordtracker provides a service which returns a measure for
keyword popularity ("Count" in Wordtracker).
We denote keyword popularity as “P”.
Competitiveness - the total number of search results. These
Keyword results display in the top right of the Google results screen and similarly with
Yahoo! and
MSN. We denote competitiveness as “C”.
Quality of competition - highly popular and highly competitive
keywords should have a lower effectiveness index than keywords with lower popularity and
competition. Therefore, a simple ratio of Keyword to Popularity will not be effective.
The formula to calculate the Keyword Effectiveness Index (KEI) is then:
KEI = P^2/C
Scalability - Most KEI measures will be calculated using different
keyword popularity measures (Wordtracker
vs. Overture)
and different keyword competitiveness measures (Google
vs. Yahoo! vs.
MSN). Therefore, it is good practice to compare keyword effectiveness indecies that were calculated using the same measures
of Keyword Popularity and Keyword Competitiveness.
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