The 101 on KEI
KEI, or Keyword Effectiveness Index, helps one determine or measure how effective a keyword is for their website. Without it, it is very difficult to target your customer or client. The KEI along with a search engine friendly website will help you increase your overall conversion rate. Two variables help make up the formula for KEI:
- Popularity: KEI values increase as the popularity of the keyword increases. Popularity is determined by how many times a keyword is searched per month.
- Competition: The more competitive a keyword, the more likely the KEI value will decrease. Competitiveness means the number of sites a search engine pulls up when you search for that particular keyword using an “exact match search,” which means quotations around the keyword(s).
Suppose that the number of searches for “Bordeaux Hostel” is 636 per month, and Google shows 322,333 results for that keyword. The ratio between popularity and competitiveness would be divided: 322,333/486 will give a KEI value of 0.002.
Once targeted terms and phrases are determined from the KEI values, deciding which web page to optimize becomes less of a chore, thereby increasing the targeted flow of traffic to your site and improving your rankings.
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