The Importance of "Keywords" in Internet marketing

The term keyword has become very popular in the world of Internet marketing. But what exactly is a keyword? At least in the Internet marketing context, the term refers to the words, phrases, or even sentences that you use on your website to describe your website, services, and/or products that you offer.

Why are keywords important? Because people are constantly looking for information when they surf the web by typing words or phrases into various search engines, ebook directories, download directories, and other search tools. These words and phrases are what you want to choose for your keywords, since this is how those search tools list you in their search results. The careful selection of keywords for your targeted services/products can be crucial to you on-line business.

For example, if you are setting up a website to sell scuba diving equipment (one of my favorite sports), how should you consider your competition? And how should you structure your website so that you can attract customers looking for scuba diving information on web?

I have found out a tool is very useful when I am choosing my keywords for scuba diving. You can find this tool at:
Use this tool to generate helpful information about keywords you’re considering, and also to find highly effective niche keywords you might not have thought of on your own.

To use the information generated by this tool to its best advantage, let’s consider keywords from two aspects: the demand side and the supply side.

The Demand Side of the keywords

Here is a typical list generated by the tool when researching scuba diving:

Keyword List - Demand Side

Keyword List - Demand Side II

Keyword List - Demand Side - III

You see? We have a list of 500 variations of the keywords!

Let me explain what all the numbers mean. The first number is the index, the second one is the number of times the keywords are searched in the search engines, and the third one is the predicted number of times the keywords would be searched for in a 24-hour period in all search engines.

So now you can get a good idea of what keywords regarding “scuba diving” you should target if you submit your websites to search engines, or what titles/names of the publication you should take for your newsletter, e-books and services. Choose keywords that are frequently searched by surfers and your chance of winning top positioning in search results will be higher. This takes into account the demand side of the keywords.

The Supply Side of the Keywords

But don’t forget the competition. We have to look at whether those keywords are frequently used by other competitors. This is the supply aspect of choosing keywords.

By looking at the tool used above, the competition aspect shows up like this:

Supply Side - Keyword List I

Keyword List - Supply Side II

The first number is the index, the second one is the KEI Factor (explained later), the third one is the predicted number of searches in all search engines within a 24-hour period, and the fourth one is the number of sites that match this keyword description (where the competition is).

So you know that the keywords “Scuba diving” and “SCUBA DIVING” are predicted to be searched 11 times, but with 894000 competing sites. The chances are low for you to get high placement with this keyword since you’d have to struggle with those competing sites for top ranking.

But take a look at the first one in the list: “Nude Scuba Diving Pics.” Notice that there are quite a number of searches for this phrase, but with no competing sites! (Although it should be related to adult content, and if you have no nude scuba diving pictures at your website, choosing this one might greatly disappoint people who come to your site looking for them!). How about “Scuba Diving Problems” on index eight? This could be a good keyword to target because it is predicted to be searched 18 times with a few sites competing.

So taking the time to go through this exercise will give you more ideas on what keywords to target. Target at least 30 keywords that have frequent searches, but with few competing sites. Then you can plan your search engine optimization strategy and the content building of your site, offering related services, books, forums, and more on your targeted business.

Keyword Effectiveness Index (KEI)

KEI stands for Keyword Effectiveness Index. It is a measure of how effective a keyword is “predicted” to be for your site, measured against three factors. First, let’s look at two of those factors:

    1.  Popularity (P) of the Keyword, measures how many searches occur for the keyword, as previously discussed in the demand side above.
    2. Competitions (C) of the Keywords, measures how many sites are competing using the same keyword, as discussed in the supply side above.

Based on the above two considerations, the KEI is calculated as follows:

P divided by C = P/C = KEI
where P = popularity, and C = competition as stated above.

However, there is one more factor to take into consideration:

    3.  If both the popularity and the number of competitions increase at the same rate, the P/C ratio should remain the same. However, a more popular keyword should be more preferred if we assume that the increase in the difficulty of gaining top positioning in a keyword list is compensated by a higher number of people searching for that keyword.

Therefore, we multiply the ratio P / C by P again, to create the new formula:

P x P / C = KEI

putting more weight on the popularity of the keywords. The final formula is expressed as:

“The Square of P divided by C”
P2 / C = KEI

You might be asking, why not “The cube of P divided by C?” Why not use an even higher order of P divided by C? Yes, you can customize your own KEI factor calculation by varying the power of P. The higher power of P indicates even more emphasis on the popularity of the keyword. If you are especially confident that you can achieve a higher position in the search ranking despite high competition among the keywords chosen because of the keyword’s very high popularity, then a higher power of P may be justified.

However, in the tool we discussed previously, as a rule they use the generally accepted Square of P for their results.

So now you should have a good idea of how to choose keywords with a high KEI. It is recommended to use keywords with KEI greater than 10, and the very best are those with a KEI above 100.

Let’s consider again the list shown prev

Final Selected=

You can see that you should choose those keywords such as:”pro gear scuba diving mask”,
“Pictures Of People Scuba Diving”
Ones that catch my eye are “scuba diving clipart,” “scuba diving jobs,” and “scuba diving pictures.”

The KEI was invented by Sumantra Roy. Subscribe to his “The 1st Search Ranking Newsletter” by going to

The Concept of Keyword Density

Keyword density is the ratio of the number of times keywords appear in your webpage to the total number of words in your webpage.

Most search engines consider the keyword density in determining each website’s ranking in search results. So if two web pages are competing with the same keywords in a search engine ranking, the one with higher keyword density is likely to have added advantages.

Of course, there are many other factors affecting the ranking results. But at least when creating your “doorway” pages, consider this factor. Try to repeat your keywords often throughout your content.

So are you getting a better idea of how to use keywords in your website content? Here are some on-line resources that you can use to check the keyword density in your webpage:

You can also find out more by searching for “keyword density” using Google.

By the way, don’t miss out on this relevant post about keyword semantics here:

And this one about keyword density:

Tags: Keyword Research SEO On-page Optimisation