If you’re using Wordtracker to do keyword research for search engine optimization, you may find this useful. Wordtracker is a great tool for keyword research, but it does have one puzzling quirk: Wordtracker gives us two indexes – KEI and KEI3 – and they don’t agree.
KEI stands for Keyword Effectiveness Index, and it’s a formula that takes into account how many people are using a keyword (search volume) combined with how much competition there is for that keyword. KEI is great for comparing the likely effectiveness of two keywords you’re evaluating. But what do you do with two KEIs for each keyword? There’s not much info out there – not even from Wordtracker – on how to use Wordtracker’s two different KEIs.
Here’s how I use the two KEIs in Wordtracker. This assumes you want a final working list of 10 keywords:
- Display your expanded seed keyword list. Click on Get Additional Metrics.
- Click the KEI header to sort the keywords by KEI. Copy the top 20 (bigger numbers are better with KEI, so make sure you’ve sorted from high KEI to low KEI) and paste them into a spreadsheet or even a text document.
- Click the KEI3 header to sort by that index. Again, copy the top 20 and paste them into your spreadsheet.
- Compare your two lists, and pick the top 10 that appear on both lists.
Remember that KEI is just one way to start comparing and selecting keywords. The only real test of search engine optimization efforts is the results you get after you optimize your site and track the search-referred site visits over time.
By the way, I’m often asked “What is a good KEI number?” I recommend you use KEI as a tool for comparing two keywords, but don’t worry too much about the actual KEI number.