KEI is the vital term when calculating the value of keyword phrases to target for your blogs, websites. It is simply an indicator of how popular a search phrase and how competitive the market for this search phrase. The formula simply stated as (Number of monthly searches) squared divided by (Competing Pages). It is a simple mathematical equation, but tells a lot about the keyword competition for SEO experts, online marketers and surely for bloggers. Let’s investigate the KEI formula further now.
How we determine the popularity of a keyword?
Simply, we look at the monthly searches in a specific search engine. You can use Google AdWords keyword tool to determine this value. Many novice keyword researchers think that the most popular keyword is the best choice to target. Actually, it is wrong. The more search means more competition.
So, what is the competition in terms of search engines?
Competition is determined by competing pages for a keyword phrase in search engines. If a general keyword (such as “car loans”) is searched several hundred thousands times a month at a search engine, it will naturally have several millions pages competing to show at the first page results of the search engines.
Our aim should be finding moderately searched with small-to-moderate competition. I will give a concrete example. Let’s say keyword phrase A is searched for 100 times a month and 10 competing pages. Another keyword phrase B is 1000 times a month and 100 competing pages. If we didn’t square these terms and simply divide; they would give the same results for KEI!
Notice that according to our KEI formula (squared) B is much more logical to target. Why? Because 100 times/month is a small number that actually it will not bring much income unless it is a highly priced keyword.
While calculation KEI, it is wise to look for keyword phrases which are at least 1000 times/month are searched for serious SEO investment.