KEI or Keywords Effectiveness Index is a system that is used to evaluate keyword effectiveness; webmasters use this system to determine the best keywords to use for their sites.
The basic concept of the KEI system is to compare the number searches for a keywords with the number of site that are competing for that keyword. The system was devised by Sumatra Roy as a measure of keyword competitiveness. KEI is expressed as a number, using this system you would calculate the KEI for each potential keyword favouring keywords with higher KEI values. KEI is calculated by using the following formula:
KEI = n2 / c
KEI = Keywords Effectiveness Index | n = Number
of searches per unit of time | c = Number
of sites competing at present
Number of searches per unit of time can be found by using the Google Adwords Keyword Selector Tool. Simply enter your keyword into the search box, change the ‘Match Type’ to ‘Exact’, click and you will be presented with the data. From the table we are interested in the local search volume column, as this shows the approximate number of search queries for an ‘exact’ keyword (not a ‘broad’ search string that contains your keyword within it). You will need to find your keyword in the table and note down the value from the local search volume column, this value will be n, the Number of searches per unit of time.
Number of sites competing at present is measured by considering the number of sites competing for your keyword at that point in time on a particular search engine. You will need to go to your local Google search engine (google.co.uk), select search ‘the web’ (not ‘pages from the UK’), type your keyword and press enter. The search engine results page will display the number of competing sites slightly above the ‘Sponsored Links’ header a little to the left. This number will be c, the number of sites competing at present.
In simple terms the higher the KEI value of a keyword the more popular and less competitive the phrase. A high KEI indicates that you have a better change of ranking at the well for that keyword yet your keyword still has a reasonable potential for generating traffic. The KEI system suggests that the best keywords are terms that are searched for frequently, yet are sparsely mentioned on the internet.
KEI is a very useful indicator and a solid foundation for which to base keyword selection upon, however it fails to consider all factors. One main area that the Keywords Effectiveness Index neglects is the competitiveness of the other sites that are competing for phrase. It is for this reason that one would need to look at the first page or two of the SERP’s for your keyword and consider factors such as your competitors page rank, domain age, size and other authority and trust factors. KEI is a very useful tool as long as it is employed along with a good understanding and degree of common sense.
Jon
