KEI Concerns and CID Alternative by Serge M Botans

KEI Concerns and CID Alternative by Serge M Botans

KEI Concerns and CID Alternative

Like many folks, I have been using KEI for some time now to
determine what keywords I should target with my web site.
And this has led me to becoming concerned with the results
KEI provides and the keywords it suggests. I need to say
here that my concern is very subjective as many folks are
happily using KEI and don't seem to have a problem with it.

My main concern with KEI is that, by the way it works, it
strongly favours demand numbers without, I feel,
sufficiently taking into account the corresponding supply
numbers.

I need to say here that I interpret supply numbers as a
representation of how competitive a keyword is. For example,
if keyword 1 has a supply of 200,000 while keyword 2 has a
supply of 5,000,000, then I would consider keyword 2 as
being more competitive than keyword 1.

And all things being equal, I would prefer to target a
keyword that is less competitive and with less demand,
rather than a highly competitive keyword that has a higher
demand. The reason for this is that I feel that I have a
better chance of cornering a section of a less competitive
market than I do that of a highly competitive one.

Based on my concern with KEI, I have decided to create an
alternative. I have called this alternative "Competition
Indexed Demand" (CID). Now, CID works out the marketing
potential of keywords in a similar way to KEI but it uses a
different formula, one that takes more into account the
supply numbers of keywords (or their competitiveness).

For example, using "ranking" as the starting keyword with
Overture, KEI suggests the following top 3 keywords,

Keyword Demand Supply KEI
nfl quarterback ranking 43,474 75,800 24,934
nfl power ranking 43,171 122,000 15,277
college basketball ranking 71,149 541,000 9,357

while CID suggests the following top 3 keywords,

Keyword Demand Supply CID
dick vitale college basketball ranking
16,983 33,400 640
nfl quaterback ranking 43,474 75,800 427
vote nba power ranking 3,129 30,200 394

Comparing the 2 sets of results, you can see how CID favours
lower competition compared to KEI. I have now used CID for
quite a number of keyword research projects and have found
that not only it favours lower competition, but it also
suggests keywords that, I feel, have a better demand-supply
balance.

Given that CID is an alternative to KEI, you now have to
make a decision when doing your keyword research in order to
determine the marketing potential of the best keywords to
use. The decision is: shall I use KEI or CID? The answer to
this question is straightforward: if you want to focus on
high demand then use KEI, and if you want to focus on lower
competition, then use CID.

Furthermore, based on my obervations of KEI and CID results,
I have felt the need to come up with 2 rules to avoid both
KEI and CID generating what I feel are inappropriately high
numbers. My observation has been that these high numbers are
generally generated because the demand and/or supply numbers
are too high.

These 2 rules are:

- "the 100 thousand demand rule" which states that "any
keywords whose demand numbers are above 100 thousands should
be ignored",

- "the 10 million supply rule" which states that "any
keywords whose supply numbers are above 10 million should be
ignored".

Applying these 2 rules to KEI and/or CID will help you
determine more realistically the marketing potential of
keywords.

In conclusion, CID should be seen as an alternative to KEI
and not as replacement for KEI. The reason for this is that
CID focusses on the competitiveness of keywords while KEI
focusses on the demand.

Serge M Botans

Contact: author@cattle-ramp-seo.com
Phone: 61-03-9478-7088 or 61-0415-642424
Web Site: www.cattle-ramp-seo.com

PS. I have not currently released the CID formula. However,
you can download my program Keywords Analysis to research
your keywords using KEI and/or CID
www.cattle-ramp-seo.com/KeywordsAnalysis.zip

=====================================
Serge M Botans is the CEO of the
self-help search engine optimisation
web site www.cattle-ramp-seo.com
=====================================

You may reproduce this article as long as it is in its
complete form and that the resource box is included.


About the Author
Serge M Botans is the CEO of the web site Cattle Ramp SEO Self-Help Resources.

Determining the Value of Links from Link Renting by Aaron Wall

Determining the Value of Links from Link Renting by Aaron Wall

What is Link Renting?
Link renting is a means to rent the popularity and traffic flow of another siteyou pay a monthly fee in return for a text link pointing to your site. In doing so, you can directly and indirectly drive more targeted traffic toward your website.

Many industries such as travel, pharmacy, pornography, and gaming have search results which are hyper competitive and require heavy advertising or aggressive SEO techniques. Some niche websites may see an even greater ROI on smart link rentals since many of their competitors may not include link renting in their online marketing budgets.

Some rented links provide great value in direct targeted traffic, whereas some other links provide greater value from the effect they have on search relevancy.

Most links are rented on a monthly basis with an option to renew at the end of the month. Some link prices can be as low as a few dollars a month whereas some can cost thousands per month.

There is no singular one-size-fits-all way to directly assume the value of a link. Most effective marketing has risks associated with it, but you can minimize the risks and maximize your return by breaking the value of the link down into its elements:

1. Direct traffic from link renting
2. Viral effect of advertising
3. Effects of link rentals on search relevancy.

1. Direct Traffic from Link Renting:

Link renting can drive significant direct traffic. The first things you need to know are:

* what is the quality level of the traffic?
* how related is this audience to my product?
* how much traffic does the site receive?

What is the Quality Level of the Traffic:

Where does the bulk of their traffic come from? Someone recently asked about ePilot, the pay per click search engine, at Search Engine Watch forums. Andrew Goodman replied "The first question I would ask myself would be: 'where does ePilot's traffic come from?' Answer isn't clear? Then it would be no surprise that the so-called traffic doesn't convert to anything."

This same concept holds true with any site. If you do not see any quality inbound links that could indicate a problem: or they could get most of their traffic from pay-per-click ads. Whatever the case, if you are going to spend money renting links for traffic, make sure you know where their traffic comes from.

How Related is the Audience:

It will be somewhat of a guesstimate as to how exactly how related the traffic will be, but generally it is fairly obvious when something is on theme or off theme. Some things you may want to consider when determining traffic quality:

* What is the mood / mind set of their traffic? Related traffic may not be traffic that converts. At the 2004 Webmaster World Las Vegas Conference a speaker mentioned that a website about prom hairstyles may not be a good place to advertise prom dresses since girls do not usually look at prom hairdos until after they have already purchased their prom dresses.
* What product should I advertise? Sometimes it makes sense to send traffic to your home page while other times it is more logical to advertise a specific product because it is hot or more related to that particular audience.

How Much Traffic Does the Site Receive:

Most honest webmasters who sell ad space understand that the traffic they receive is a large part of their ad value and should have no problems giving you that information.

Some systems such as Alexa also track traffic, but their statistics can be inaccurate due to their limited distribution.. The best way to use such systems is not for traffic estimates but for comparisons between sites. Note that Alexa has a heavy bias toward webmaster resource type sites. Additionally other companies such as Hitwise may provide more accurate traffic statistics.

From the base traffic level there is a bunch more research you can do to determine how much traffic the site may bring:

* Who currently advertises on the site? You may want to ask them about their advertising experience. Some ad networks such as AdBright show past advertisers average cost per click and ad renewal rates.
* How many ads are on the page? Each additional ad will split up some of the traffic.
* Where does your ad sit? Ads that are tucked away in the footer or in common ad space may get less exposure and drive less traffic. Ads near the content may gain additional exposure and drive more traffic.
* What ad formats can be used? Certain ad creatives may provide greater value than other ads.
* What is the ad turnover rate? Advertisers tend to stay with a site that delivers traffic. A high turnover rate may indicate other problems.
* Have advertisers made any suggestions? Ask if any of their past advertisers made any suggestions or stated that they found any particular setup as being especially helpful.
* Is the traffic seasonal? Some sites have large shifts in traffic volume due to seasonal factors.

2. Viral Effect of Advertising:
Some ads go through click tracking systems which may prevent them from being indexed by search engines. This means that the only value of those particular links would come from direct traffic. Sometimes ads lead to additional exposure though.

3. Effect of Link Rentals on Search Relevancy:

Many links have a greater indirect value than direct value.

When someone links to your site it is seen by search engines as a vote of quality. The anchor text and other page elements such as the page title and headers may also help search engines further classify the link. On image links the image alt text plays the roll of the anchor text.

On the commercial web many links are bought and sold, and thus for search engines to remain relevant they must find ways to regulate link purchasing.

Some of the things you may want to look for when buying links to help maximize your ROI and minimize your risks:

* Are the links direct links? Links that go through an ad server usually do not help build your link popularity.
* Is the page on theme? On topic links from industry hubs are given significantly more weighting in clustering or community based algorithms such as Teoma's topic distillation and Google's Hilltop. If the site allows off topic links then it has a greater chance of having its link popularity blocked or devalued.
* How many links are on the page? If a page sells an unlimited number of ads then the outbound link popularity is split up many ways, and that also could look a bit unnatural to search engines. If there are hundreds of internal links on a page then each additional link will be getting an exceptionally small share of link popularity.
* What anchor text can I use? If you can use descriptive anchor text then the value of the link is greater since the link text helps search engines understand what your site is about.
* What is the cost difference between site wide and individual page links? Generally site wide links may drive significantly more direct traffic, but likely they do not provide much additional weight beyond a single link from the best page on the site.
* What is the PageRank of the page? Generally many people place too much value on PageRank, but a higher PageRank does equate to greater connectivity and slightly additional value.
* Who links to the page and to the site? If the page or site is well connected within your topical community then search engines will likely consider links from it as being far more important than links from pages which are not as well connected.

Summary:
To best determine the value of a link you need to consider both its direct and indirect effects. Generally it is best to buy on topic links since they provide both direct and indirect value.
About the Author
Aaron Wall is a self taught, independant search engine marketer. He currently owns/operates Search
Marketing Info, and is learning more about the internet daily. Aaron's articles have been syndicated across the web. He quietly works out of his house helping numerous website as a consultant and search engine marketer. You can reach Aaron day or night at (401)207-1945.