• http://www.patrickwagner.com/ Patrick Wagner

    What a great post! Thanks for packing in a whole webinars worth of information on Keyword Analysis. Why is it that KEI or KEI3 drop from Keyword Analysis – I thought this type of calculation would only increase in value as we get many more factors to compare.

  • http://www.ydeveloper.com/e-smart-ecommerce-suite.html eCommerce

    Keyword analysis is an interesting part before starting a campaign for seo, It has been changing timely.

  • Bill Hunt

    Thank you Patrick, glad you liked the article. I want to do more of
    these types of articles to help people work smarter not harder
    especially as Google takes away more of the organic real estate.

    I have never been a fan of KEI/KEI3 I do agree it has a place in the
    keyword research process. I think too many companies waste time trying
    to find new words and not enough on getting more out of the ones they
    have. At SMX East none of the attendees in my Keyword Modeling session
    had done the “underperforming organic” analysis I describe above. That
    is such a wasted opportunity. These words you already rank for and just
    simple adjustments to the snippet can easily double traffic.

    many companies get distracted by how easy/hard a word is to rank for a
    keyword and loose sight of those already ranking. The key point of this
    article to help companies get more out of what they have. Then, once
    they have maximized keyword yield they can move on to new ones and that
    is where KEI values can help them sift though all the words to find the
    next batch that have the best opportunities. I think you just helped
    me pick my next article “How to use Consumer Interests to identify new
    keyword opportunities.”

  • David Rekuc

    Bill, the 11.5% to 22.5% benchmark you gave, is that for when the ad is appearing in the top 3 spots only? Meaning is this specifically when you’re looking at the top vs. other comparison in adwords? I’m a little fuzzy on whether you meant an average position of 1-3 or whether you meant actually appearing as a top ad.

    I’m assuming the approach you outlined is primarily for exact match keywords? I like using advanced segments in Google Analytics to segment based on landing page. Then, examine the inbound organic keywords to that page. It helps identify a disparity in keywords between paid and organic for a given landing page.

    Another great report you can use to spot disparity between PPC and Natural traffic is to export a search term report and a natural search report from Google Analytics. Use a vlookup to put the natural visits next to the paid visits on the same spreadsheet. Look for traffic drivers that are performing well in paid, but not organic, and vice versa. Works with conversions too.

  • http://twitter.com/SocialJulio Julio Fernandez

    Great post, thanks Bill!

  • yasir usman

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