The Keyword Effectiveness Index ( KEI )
KEI = Keyword Effectiveness Index
Also Known As (AKA):
- Keyword Efficiency Index
- Keyword Effective Index
- Keyword Effectiveness Indicator
- Keyword Effectiveness
- Keyword Effectiveness Index Formula
This is one of the most critical formulas in the keyword analysis arena. It was created by Sumantra Roy, and has held steadfast as a “Keyword Search Popularity vs. Competition” Index in Keyword Application Research.
Search Engine Optimization ( SEO ) is the method to use when launching any online marketing campaign. Within that, Keyword Research and Keyword Optimization is a key component of a successful SEO. The Keyword Effectiveness Index (KEI) is one of the best formulas to base decisions upon.
The keyword effectiveness index (KEI) will facilitate measurement of the competitiveness of any particular keyword or keyphrase. There are many free keyword tools and pay per use keyword tools that will assist you in finding your keywords. If you need help there, our website provides several suggestions for these online products.
We will assume at this point that you have found 100’s of keywords that fit the description of your products and/or services. With proper application of these keywords you could drive an amount of targeted traffic to your website, but first, a study of the competitiveness of each of these keyword terms is essential.
Theorems based on the KEI :
Note: The Keyword Effectiveness Index (KEI) is “simplistically” a formula that provides a ratio between the amount of searches conducted for a keyword term, versus the amount of times that keyword term appears on competitor web pages throughout the Indexed Internet (i.e., Google, Yahoo, MSN, Ask, etc,.)
For the following examples I use simple data for ease of understanding.
Example of the KEI Formula:
KEI = (P²/C)
- “P²” means “P Squared”
- Forward slash “/” means “Divided by.”
P = Popularity
C = Competition
PROJECT: golf
SEARCH TERM or KEYWORD = golf
EXAMPLE A:
P = Popularity
C = Competition
10 Keyword Searches ‘Performed’ is the Popularity for the term “golf”: P = 10
100 competitor uses of the term “golf” indexed on the Internet: C = 100
Results: KEI = (P²/C)
A.) P = 10 :: P², or “P squared,” or 10², or “10 squared,” or, 10×10 = 100
B.) C = 100
100/100 = 1
The KEI is 1.0 for the search term or keyword “golf”
EXAMPLE B:
The numerical result for the KEI of a specific keyword will decrease if the number of competitors increases and the search count remains fixed. (This is a more competitive environment!)
P = Popularity
C = Competition
10 Keyword Searches is the Popularity for the term “golf”: P = 10
200 competitor uses of the term “golf” indexed on the Internet: C = 200
Results:
A.) P² or “P squared” or 10² or “10 squared” or 10×10 = 100
B.) C = 200
100/200 = 0.5
The KEI is 0.5 for the search term or keyword “golf”
EXAMPLE C:
The KEI numerical result increases when the number of specific keyword searches increases and the indexed competition remains fixed. Thus, if a keyword search term becomes more popular and the competition is stable then… (This is a less competitive environment!)
P = Popularity
C = Competition
20 Keyword Searches is the Popularity for the term “golf”: P = 20
100 competitor uses of the term “golf” indexed on the Internet: C = 100
Results:
A.) P² or “P squared” or 20² or “20 squared” or 20×20 = 400
B.) C=100
400/100 = 4
The KEI is 4.0 for “golf”
EXAMPLE D:
When the keyword becomes simultaneously more popular and more competitive and the ratio between popularity and competitiveness remains identical, its KEI increases.
P = Popularity
C = Competition
20 Keyword Searches is the Popularity for the term “golf”: P = 20
200 competitor uses of the term “golf” indexed on the Internet: C = 200
Results:
A.) P² or “P squared” or 20² or “20 squared” or 20×20 = 400
B.) C=200
400/200 = 2
The KEI is 2.0 for “golf”
Thus, it should be clear now that the higher the KEI, the less competitive the keyword, such that a KEI of 4.0 is better than a 0.5 KEI.
Many scenarios exist that will prove the usefulness of this formula. The KEI formula is used with Word Tracker and Niche Bot keyword tools. It is also applied to the Keyword Research Tool from keyword discovery. It is the most utilized formula within the keyword research and online marketing community.
Wordtracker, a London based Internet company is the benchmark for keyword researchers, search engine marketing professionals and search engine optimizers.
Niche Bot has taken it a step further by combining the ability to get search results from various search engines.
KeywordDiscovery.com Keyword Research Tool collects search term data from over 200 search engines world wide. As a result they have the largest keyword database containing over 36 billion searches.
The keyword researcher now has a much broader foundation to base their marketing decision upon. A good search engine marketing campaign, whether deciding upon (PPC) Pay Per Click or SEO for your Site, should always start with keyword research and the measurement of keyword competitiveness.
