In order to execute business, the value and the worth of a commercial product or service needs to be reiterated to the customers. The process of this communication is what marketing is all about. Conceptually, marketing as a concept, binds the society’s material requirements with that of financial aspect. Marketing is a corporate responsibility that includes a set of processes with the objective of
- Creating, delivering and communicating value of products or services to the targeted client base
- Managing customer relationship and facilitating brand loyalty
- Segmenting the market into different sectors and
- Understanding consumer psychology, etc.
Different types of marketing
Marketing can be further divided into a number of elements. Some of the prominent branches include,
- Direct marketing
- Community marketing
- Affinity marketing
- Freebie marketing
- Database marketing
- Content marketing and
- Digital marketing, etc.
In the present context, the aspect of digital marketing has attained a huge eminence.
What is digital marketing?
The term Digital Marketing was first introduced back in the 1990s. To put it simply, it is the concept of marketing making use of the electronic platform. As such, it makes use of electronic gadgets like
- Smartphones and
- Tablets, etc.
Moreover, it also includes a set of digital platforms like
- Electronic mails and
- Social Networking sites (like, Twitter, YouTube, Facebook and others), etc.
The concept of Keyword Effectiveness Index (KEI) is intrinsically related to the aspect of digital marketing. In fact, it is a much used jargon in the world of Search Engine Optimization (SEO) and its other related aspects.
It is a mathematical expression that compares the number of searches for a particular keyword with the total number of search results, which indicates which of the keywords are more effective for a particular campaign. More simply, it is the ratio between popularity and competitiveness of a particular keyword.
It can be further clarified by a simple example. Let it be assumed that the number of searches for a keyword is 545 per month. Google – after processing the search request – displays 218434 results for that keyword. In that case the ratio between popularity and competitiveness for that particular keyword is 545 divided by 214234 – which is 0.002543.
Therefore, the KEI in this case will be 0.002543 or 0.002.
How is KEI helpful?
A serious business having a website has to take the aspect of Keyword Effectiveness Index seriously. Once the list of specific keywords having multiple searches is compiled and then the online visitors make random use of those keywords in their search strings, and then are the ideal time to push for the KEI formula.
However, there is a caution. Working in the SEO sector across a lengthy time span proves helpful in certain instances. If KEI for a particular keyword is high and the top ranking entities in this aspect are all big-ticket players, then it is sensible to not using that keyword.
Here is one more vital point to the aspect in hand. Search Engine optimization has its typical peculiarity. It is much easier to promote a site from – say – rank of 67,890 to 28,314. But promoting a website from rank of 128 to 6 is much more challenging.
Considering all the factors as mentioned above, one should assign adequate importance to the aspect and KEI.