Analyzing keywords

To drill down (focus further) on a keyword, click on a keyword in the Query column. This image displays search phrases obtained by clicking on the "nike shoes" keyword.

To display further information about the keywords, click the Analyze button in the toolbar, or the Analyze button underneath the results.

Analysis is only currently available on the Global premium database. We will be adding support for the regional databases soon.

The analyze button

Keyword discovery will display cached KEI and occurrences if they are available, otherwise a grey graph image is shown (as per image below). Note: Cached results are shown as they do not require/use analysis credits. (more information below)

No cached results available

To retrieve the occurrences and KEI in real time, select the keywords you wish to analyze, then click the Analyze button to retrieve the results in real time. An analysis credit will be used for each keyword selected.

Selected keywords - ready to analyze

After analysis, additional columns are shown. The meaning of each column is explained below.

The analysis results

Note: The occurrence figures (an estimate of the number of pages in which each search term appears) are obtained from Google. Each account is entitled to 1000 analysis credits per day, which means that the occurrences can be fetched for 1000 keywords (each keyword uses one credit). The number of remaining credits are shown after each analysis. When the 1000 keyword analysis limit has been reached, the occurrences and KEI figures will no longer be displayed for new terms, however if another user has performed an analysis on the same term over the last 30 days, cached figures will be displayed.

Searches

This column contains the number of times that each keyword or phrase has been searched for over the last 12 months.

Occurrences

This column contains an estimate of the number of pages in which each search term appears. If there are a large number of pages for a keyword, it will be more difficult to achieve good rankings due to the number of competitors.

If the occurrence value for a keyword is not cached (ie. Has not been recently fetched), Keyword Discovery will display the other available data immediately, while fetching the occurrence data in the background. The occurrences and KEI columns will initially show 'working' for these keywords, which will gradually be replaced with the data as it is retrieved.

KEI Analysis

KEI stands for Keyword Effectiveness Indicator and is designed to measure and quantify the quality and worth of search terms. KEI is a logarithmic scale that aims to quantify the effectiveness of any search term. The KEI value ranges between 0 and 10. It is similar in principal to the Richter scale commonly used to measure earthquakes and this is a good way to think about the figures. Search terms with the largest values tend to be less competitive and thus have the most potential to "shake" things up. Note: Our KEI uses a different algorithm to the Keyword Effectiveness Index also referred to as KEI. KEI is derived by correlating the number of times a keyword is searched for, with the number of pages on which it occurs. The most effective keywords will be those with a high KEI value. Such terms are typically searched for often, but appear on a small number of pages.

If the KEI value for a keyword is not cached, Keyword Discovery will display the other available data immediately, and continue to retrieve the other KEI values in the background. The KEI column will initially show a spinning image for these keywords, which will gradually be replaced with the data as it is retrieved.

Predicted Daily
Figures in this column provide a rough estimate of the total number of daily searches for each given search term.

A historical graph for the "nike shoes" keyword

A market share chart for the "nike shoes" keyword

A trend chart for the "nike shoes" keyword