Understanding how your customers try and find your service is of great importance. Keyword research and coming up with a game plan for your business is key.
KEI: Keyword Effectiveness Index.
It is the calculation of how difficult and how much competition there is for a desired keyword. To make a strong decision on what keyword would be most effective for your business you must decide if the keyword you go for will translate into a sale and goal conversion. There are many automated tools that generate KEI and are helpful when trying to find the strongest search terms for your business. SEO Moz and other companies provide great KEI information. It is a good plan to try and rank for the highest searched terms but don’t underestimate ranking well for the long tail search terms as well. Long tail search terms are terms with longer phrases with two words.