In this article, we focus on the correct way of finding out the keywords for which you should
optimize your site for the search engines. This article will give you the formula for the
Keyword Effectiveness Index (KEI) - a mathematical formula which I have developed to help you
determine which keywords you should be optimizing your site for.
Open your text editor or word processor and write down all the words and phrases that you
might have searched for if you were looking for a company which offers products and services
similar to yours. For example, suppose your company organizes packaged tours to Australia.
Here's a list of phrases that I might have searched for if I were planning to make a trip to
tourism in Australia
travel to Australia
travelling in Australia
travel agencies in Australia
travelling agencies in Australia
Australian travel agencies
Of course, the keywords that came to your mind may have been different; but that's not
important. The important thing is to get an initial list of keywords.
You may be wondering why I have not used single word keywords. Here's why:
Firstly, single word keywords tend to be hyper-competitive. A search for "tourism" or
"travelling" in any search engine will probably generate hundreds of thousands of pages. While
it is possible that you may get your page in the top 10 for such a single word keyword, it is
Secondly, because of the sheer number of pages that single word searches can throw up, most
search engine users have realized that they can get more relevant pages if they search for
phrases rather than individual words. Statistical research has shown that most people are now
searching for 2 or 3 word phrases rather than for single words.
Thirdly, single word keywords won't get you targeted traffic. When people search for "tourism",
they are not necessarily looking for tourist destinations in Australia - they may be interested
in any other country of the world. Even if you got your site into the top 10 for tourism, you
gain nothing from such visitors. However, when someone searches for "tourism in Australia",
he/she is your potential customer, and hence, it makes sense for you to try and get a top
ranking for your site for that keyword.
Hence, whenever you are trying to generate keywords, try to be location specific. Try to think
of keywords which apply to the geographic area that your product or service is designed to serve.
Open any spreadsheet program that is installed in your hard drive. I assume you are using
Microsoft Excel. If you are using some other spreadsheet program, just change the spreadsheet
related procedures outlined here to fit your program.
Create 4 columns - one for the keyword, one for the popularity of the keyword, one for the
number of sites that appear in AltaVista for that keyword and the last for something I call the
Keyword Effectiveness Index (don't worry - I'll explain what KEI means later on). In order to
ensure that you can follow what I am saying, I recommend that you add the following column
headers to the first four columns of the first row of your spreadsheet:
No. of Competitors
A great way to obtain a list of keywords related to the ones you have developed in the first
step is to use
WordTracker's keyword generation service. Click on the "Trial" option at the top of the
site. In the page that appears, type in your name and email address and click on the "Start the
trial >>" button. In the next page, click on "Click here to start the trial". In the next page,
type in the first keyword that you developed in Step 1, i.e. "tourism in Australia", in the text
box. Click on the "Proceed >>" button.
In the next page, WordTracker will display a list of keywords related to the keyword that
you had typed in. (Just scroll down the left pane to see the keywords). Now, click on the first
keyword in the left pane which is applicable for your site. In the right pane, WordTracker will
show a list of keywords which contain the keyword you had clicked on in the left pane.
Then in the table that you have created in your spreadsheet, copy each of the keywords in the
right pane and paste them in the first column of the table. Also, copy the number of times those
keywords have been used (i.e. the figure present in the Count column in WordTracker) and paste
them in the second column. In order to ensure that you can follow me, make sure that you type
the first keyword in the second row of your spreadsheet. Of course, you should only bother
adding a keyword to your spreadsheet if it is applicable for your site.
Once you have added all the keywords in the right pane which are applicable for your site, click
on the next keyword in the left pane which is applicable for your site. Once again, WordTracker
will display a list of keywords in the right pane which contain the keyword you had clicked on
in the left pane. Again, copy the keywords in the right pane which are applicable for your site
and paste them in the first column of your spreadsheet. Also, copy the figures present in the
Count column and paste them in the second column beside the corresponding keywords.
Repeat this process for each of the keywords in the left pane.
Once you have finished with all the keywords in the left pane, press your browser's Back
button a number of times until WordTracker again displays the text box which asks you to type in
a keyword. Type in the second keyword in your original list (i.e. "travel to Australia"), click
on the "Proceed >>" button and repeat Step 4.
Do this for each of the keywords that you developed in Step 1.
Go to AtlaVista. Search for the first
keyword that is present in your spreadsheet using exact match search (i.e. you should wrap the
keyword in quotes, i.e. you should type a quotation mark before typing the keyword and a
quotation mark after typing it). AtlaVista will return the number of sites which are relevant to
that keyword. Add this number to the third column of the spreadsheet in the same row in which
the keyword is present. Repeat this process for each of the keywords present in your spreadsheet.
Once you have done that, your first column will contain the keywords, your second column will
show the popularity of the keywords and your third column will contain the number of sites you
are competing against to get a high ranking for those keywords.
Now it's time to calculate the KEI!
The Keyword Effectiveness Index is the square of the popularity of a keyword multiplied by
1000 and divided by the number of sites which appear in AltaVista for that keyword. It is
designed to measure which keywords are worth optimizing your site for. Higher the KEI, better
the keyword. How the formula for the KEI is arrived at is beyond the scope of this article.
Here's how you can calculate the KEI:
I am assuming that you have created the spreadsheet columns in the way I recommended in Step 3
and that you are using Microsoft Excel. If you using some other spreadsheet program, you will
need to adjust the formula to the requirements of your spreadsheet program. Click on cell D2.
Type in the following exactly as it is shown:
Then click on the Copy button to copy the formula, select all the cells in column 4 which have
keywords associated with them and press the Paste button to paste the formula. The KEI for each
keyword will be displayed.
Use your spreadsheet program's Sort feature to sort the rows in descending order of the
KEI. In Excel 97, you would click on the Data menu, click on the Sort menu item, choose KEI from
the drop-down combo box named "Sort by", click on the "Descending" option next to it, and then
click on OK.
And guess what - that's it! You now know the keywords which you should optimize your site for.
You can now start optimizing your site one by one for each keyword, starting with the keyword
with the highest KEI. Exactly how many of the keywords you choose to optimize your site for
largely depends on the amount of time that you can spare from your normal business activities;
but whatever the number of keywords that you target, it obviously makes sense to go for the most
effective keywords first.
Tying up the loose ends:
The number of related keywords that
WordTracker displays in the trial version is limited. In order to get all the keywords which
are related to the keywords you had developed in Step 1, you would need to subscribe to
WordTracker's paid service. We highly recommend that you do subscribe to WordTracker's paid
service as otherwise, you will miss out on a lot of keywords that can prove to be extremely
valuable to you.
This article may be re-published as long as the following resource box is included at the end of
the article and as long as you link to the email address and the URL mentioned in the resource
Article by Sumantra Roy. Sumantra is one of the most respected and recognized search engine positioning specialists on the Internet. For more articles on search engine placement, subscribe to his 1st Search Ranking Newsletter by sending a blank email to mailto:1stSearchRanking.firstname.lastname@example.org or by going to http://www.1stSearchRanking.net