This weeks lesson will be on KEI and how it can benefit you to maximize your listings. One suggestion, and by no means am I affiliated with them what-so-ever is Wordtracker. This is a excellent tool to be used in finding great keywords for your site. You can sign up for a free trial at www.wordtracker.com.
So what is KEI?
KEI stands for Keyword Effectiveness Index, which measures how effective a keyword is for your web site.
It compares the number of search for a keyword (popularity) with the number of search results (competitiveness) to identify which keywords are the most effective for your campaign. The higher the KEI value the more popular the keywords are and the less emulation they have. So the better chance they can get into the top position.
The KEI is calculated as follows:
KEI is = (Volume)^2/(competitors)
With Volume being the average number of searches per month, and competitors being the total number of competitor sites on the search index.
So for example, the keyword for “ipod” has a Volume of 38,969,000 and there are 266,000,000 competitors it has a KEI of .293.
However, the keyword for “ipod instructions” has a Volume of 861,986 and there are only 10,800 competitors it has a KEI of 159.6, which is a much better choice in finding a more resourceful keyword.