If you are wondering whether to rely on KEI for measuring the success of any keyword or not, then this topic is for you. I am sharing some advice from experts along with my own thoughts so we can discuss them.
First of all, KEI is a measure to say if a keyword is good to rank for or not. It depends on the following factors:
- Relevance (R): This is an estimate of how your keyword is really related to your niche. You should give the keyword a number from 1 to 3 (excellent, good, bad).
- Search Volume (SV): how many search queries per month for this keyword.
- Competition (C): how many websites are competing with you to rank for the keyword.
In short: R is a factor you decide yourself, SV is a factor given by Keyword Planner, C is a factor known by simply searching for the keyword to see how many websites appear.
KEI is calculated as follows:
KEI = ((4 - R) / 3) * ((SV * SV) / C)
R = 1 _ SV = 10,000 _ C = 2,000,000
KEI = ((4-1) / 3)) * ((10,000 * 10,000) * 2,000,000) = 50
Those of you who know how to apply this formula to excel sheets will find it easy to calculate.
Now, as we already know how to apply the formula and taking in account the fact that KEI depends on Relevancy so it is some sort of 'smart tool'. It does not only depends on raw data like visits and competition but also cares about the 'quality' of these visits.
I personally found this helpful for key phrases not for single keywords. A single keyword may give a very high KEI but in reality it is merely impossible to rank in it. In 2 and up to 4 key phrases I found it helpful.
Now, would you depend on KEI for evaluating your keyword plan? If not, what is a better choice?