SEO Copywriting 101: What’s This About A KEI?

by admin on April 2, 2009

When I first heard about search engine optimization, I had a lot of doubts about what good it could do.  I mean, so you pick a word to throw into your writing, post the writing (or add an article to your site) – and this is supposed to get you to the top of the search engine results pages (SERPS).  Interesting. 

Needless to say, I’ve learned alot since then.  Although I perform in several areas of SEO now, the majority of optimization is the writing.  Yes, yes – there’s link building, and coding, and blogging, and social media and all of that – but it comes down to:

  • How well you write
  • How well your writing is received
  • If the writing is relevant and informative
  • The KEI

What The Heck is a KEI?

Once upon a time, there was a genius named Sumantra Roy.   Sumantra figured that there had to be a better way of finding strong keywords – useful keywords – without guessing and endless searching.  There wasn’t, so he made one:

KEI = (P^2/C)*1000 
(p=popularity / search count; c=competing sites in Google for that keyphrase)

KEI, the equation above, stands for Keyword Effective Index; knowing the KEI of a specific keyword or phrase makes it easier to decide whether to use the word or phrase in your optimization efforts.  The higher the KEI, the more effective the keyword should be for bringing in traffic.

The KEI is an excellent optimization tool, but it does have its drawbacks.  Like anything else, it all comes down to the end-user – you – and your deductive reasoning.  For instance, your keyword may have a phenominally high KEI, somewhere around 400.01.  Wonderful!  Your research shows you that the keyword has little to no competition.  However, there’s a reason why; it also has little to no searches.  Nobody is looking for it.

Some keywords with high KEIs may show an average of ten people searching for it a day.  In this case, it’s up to you to decide if those (approximately) three hundred people a month are worth focusing on that keyword.  If they are, congratulations, you’ve found your golden egg.  If not, don’t give up hope.  Mixing and matching keywords with high KEIs with those of lower value (i.e. more searches, but more competition) has the possibility of pulling in those three hundred a month, as well as “stealing” other visitors from the competition.

All in all, the Keyword Effective Index is a wonderful tool.  Just like all tools, however, how well it works depends upon the person using it.  Remember, when it comes down to brass tacks, it’s just a program; don’t take what you see at face value.  SEO, done correctly, takes involvment of the mind.  There are no easy answers or quick fixes.


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