Before you know it, your keyword list will be grown to a huge size and you will be in a fix about which keywords will provide you the best return on investment when you decide to use those keywords in your internet marketing endeavors.
Making Use of KEI
There are many expert internet marketers who leverage KEI, Keyword Effectiveness Index, to sort out this problem. It is devised by Sumantra Roy and can be easy used to optimize your online marketing campaigns.
First and foremost, you need to think about all the possible phrases and keywords which have relevance to the products or services featured on your website. A key element of KEI is the usage of long tail keywords because of the huge competition in case of broad keywords.
KEI is based on comparison of number of searches for a particular keyword or phrase against the number of search results for that. Keyword research tools that work out KEI will give you a list of keywords based on ranking of KEI, and higher the KEI for a particular easier it will be to rank it in the search engine results.
It will be not appropriate to place all reliance of KEI because the best approach is to make use of human common sense as well. This is all the more important because KEI is not taking into consideration the quality of the sites in competition for a particular keyword phrase. There is a chance that there are many competing website with low SEO implemented strategies and there are also chances that there are a few websites in competition with very solid SEO in place.
The use of common sense is required when you are reviewing the keywords keeping in view your reader. For example, a keyword phrase starting with “free” might have very high and favorable KEI but it is most likely that people searching for that keyword phrase are in search of freebies. Such users are least likely to spend money buy and products or services.
Making Use of Qualifiers
A good approach for finding profitable keywords is to make use of qualifying keywords: e.g in stead of using “online marketing guide” you may target keywords like “buy online marketing guide” or “top internet marketing guide,” because these are buyer keywords and most likely to result into purchases.
The most desirable method of finding profitable keywords is using long tail keywords in conjunction with modifiers. This strategy will make ranking in the search engines easier as well as you will make more money than if you will be using broad keywords because such keywords are not only difficult to rank but also you can not predict if the user came for getting some information or buying something.
Another approach is the difficult route and that is to run many campaigns with different keyword phrases and see which ones drive better sales and click-through rates. The most important thing to keep in mind is to not start with any random keywords because in this case you will be out of focus and not be able to make profits.