KEI Concerns and
CID Alternative
Like many folks, I have been using KEI for some time now
to determine what keywords I should target with my web site.
And this has led me to becoming concerned with the results
KEI provides and the keywords it suggests. I need to say here
that my concern is very subjective as many folks are happily
using KEI and don't seem to have a problem with it.
My main concern with KEI is that, by the way it works, it strongly
favours demand numbers without, I feel, sufficiently taking
into account the corresponding supply numbers.
I need to say here that I interpret supply numbers as a representation
of how competitive a keyword is. For example, if keyword 1
has a supply of 200,000 while keyword 2 has a supply of 5,000,000,
then I would consider keyword 2 as being more competitive
than keyword 1.
And all things being equal, I would prefer to target a keyword
that is less competitive and with less demand, rather than
a highly competitive keyword that has a higher demand. The
reason for this is that I feel that I have a better chance
of cornering a section of a less competitive market than I
do that of a highly competitive one.
Based on my concern with KEI, I have decided to create an
alternative. I have called this alternative "Competition Indexed
Demand" (CID). Now, CID works out the marketing potential
of keywords in a similar way to KEI but it uses a different
formula, one that takes more into account the supply numbers
of keywords (or their competitiveness).
For example, using "ranking" as the starting keyword with
Overture, KEI suggests the following top 3 keywords,
Keyword........................Demand.....Supply.......KEI
nfl quarterback ranking........43,474.....75,800......24,934
nfl power ranking..............43,171....122,000......15,277
college basketball ranking.....71,149....541,000.......9,357
while CID suggests the following top 3 keywords,
Keyword.................................Demand......Supply.......CID
dick vitale college basketball ranking..16,983......33,400.......640
nfl quaterback ranking..................43,474......75,800.......427
vote nba power ranking...................3,129......30,200.......394
Comparing the 2 sets of results, you can see how CID favours
lower competition compared to KEI. I have now used CID for
quite a number of keyword research projects and have found
that not only it favours lower competition, but it also suggests
keywords that, I feel, have a better demand-supply balance.
Given that CID is an alternative to KEI, you now have to
make a decision when doing your keyword research in order
to determine the marketing potential of the best keywords
to use. The decision is: shall I use KEI or CID? The answer
to this question is straightforward: if you want to focus
on high demand then use KEI, and if you want to focus on lower
competition, then use CID.
Furthermore, based on my obervations of KEI and CID results,
I have felt the need to come up with 2 rules to avoid both
KEI and CID generating what I feel are inappropriately high
numbers. My observation has been that these high numbers are
generally generated because the demand and/or supply numbers
are too high.
These 2 rules are:
1) "the 100 thousand demand rule" which states that "any
keywords whose demand numbers are above 100 thousands should
be ignored",
2) "the 10 million supply rule" which states that "any keywords
whose supply numbers are above 10 million should be ignored".
Applying these 2 rules to KEI and/or CID will help you determine
more realistically the marketing potential of keywords.
In conclusion, CID should be seen as an alternative to KEI
and not as replacement for KEI. The reason for this is that
CID focusses on the competitiveness of keywords while KEI
focusses on the demand.
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