Internet Marketing and Keyword Effectiveness Index

                                                                                         

Hello again,

Today I would like to discuss something a lot of people have a hard time with - Keyword Effectiveness Index (or KEI for short) is a score that helps you determine keyword effectiveness when using PPC. How is it determined? Simply put, the KEI is a mathematical representation of the popularity of a keyword compared to its popularity measured as the number of pages in a search engines index. The lower the KEI, the more popular your keywords are, and the less competition they have. That means that you might have a better chance of getting to the top in the search engines and receive a good number of searchers for your effort.

What’s most important is the need to realize that KEI is more useful when comparing the relative effectiveness between related keywords, and less useful when comparing between unrelated keywords. In other words, don’t compare apples with oranges!

In addition, when considering keyword effectiveness, you need to consider not only the KEI, but also the keyword competition.
For example, you may discover a high KEI keyword like ‘child car seat’ during your keyword research. However, just because it is a high KEI keyword does not mean you should target this keyword.
You’ll face 5,320,000 pages with the same keywords in their title if you wish to target ‘child car seat’. The question you need to ask yourself is whether you have the SEO skills to compete against such a large number of competitors? Consider two potential and related keywords below such as ‘child car seat safety rating’ which has much less competition.

Both keywords have a far lower KEI than ‘child car seat’.
However, they also have far lower allintitle competition.
As such, you are better off targeting these long-tail keywords as they are much easier to rank. Don’t forget that when deciding which keywords to target, you have to also consider the ‘commercial value’ of the keyword. And no, you don’t need to know the OCI (Online Commercial Intent) of the keyword to figure this out. Comparing ‘child car seat safety rating’ and ‘new child car seat’, it is pretty obvious that ‘new child car seat’ has a higher ‘commercial value’ i.e. someone searching with this keyword is likely looking for a product than ‘child car seat safety rating’.

So based on the above two examples, you may want to focus on getting ranked for ‘new child car seat’, since you probably could sell car seats from Amazon.com and make a decent commission.

But then again, you may want to optimize for ‘child car seat safety rating’ simply because these people are looking for relevant information, and even though they are probably not in a ‘ready to buy’ mode as yet, these visitors may well return to your website in future to purchase a child car seat, if they are impressed with the quality of your website content.

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