Niche - The "niche" of a particular Web page is the Keyword
optimization that best positions that page to get visitors.
Determining the best niche depends on these factors:
Content of the page and Web site.
Appropriate targeting to get the right audience for that page.
Number of searches for a particular keyword.
Number of competing pages that use that keyword.
Authority of the Web page and Web site.
The KEI - Keyword Effectiveness Index is a measure of the competitiveness of a Keyword. That is, it gives the ratio between the square of the
number of searches divided by the number of pages that have that keyword, multiplied by 1000. This takes into account popularity,
competitiveness and gives more weight to more popular keywords. The index was invented by Sumantra Roy. It doesn't take
into account how authoritative the competing pages are. If there are only 50 competing pages, but all of them have a PageRank
of 8 or better, it is unlikely that a small Web page will get a top listing. We can assume however, that generally there
will not be a difference in average pagerank for different keywords.
For example for a Web page about a security system for online financial transactions. Some appropriate keywords for
this page might be:
| KeyWord |
Searches/
month |
Pages in
Google |
KEI |
| Online Banking Security |
2,400 |
4,560,000 |
1,263 |
| prevent identity theft |
9,900 |
736,000 |
133,166 |
| secure payment |
14,800 |
8,020,000 |
27,312 |
| stop identity theft |
2,900 |
446,000 |
18,857 |
| secure electronic payments |
58 |
403,000 |
8 |
| secure ebanking |
36 |
156,000 |
8 |
| secure electronic transactions |
390 |
466,000 |
326 |
The best keyword from the point of view of competitiveness is [prevent identity theft]. But if you are interested in
getting customers for a security system you may be more interested in [secure payment] and [online banking security]. To
get to the top rank for a keyword with 8,000,000 pages in Google, you will need a fairly large Web site (1000-2000
pages), a good Web page, and numerous links to that page. If the site is new, it might take many months or years to
reach the top 10 listings.
SEO "experts" often need to demonstrate that they got a client to the top 10 listings for keywords on their site.
They may therefore prefer a keyword like [secure ebanking] for which there are only 156,000 pages. However, the
top spot in Google for that keyword will bring less than 100 visitors per month.
Ami Isseroff
October 1, 2008
Note - Definitions of Search Engine
Optimization terms are based on inferences from common usage and definitions given by other sources. Conclusions about
search engine behavior are based on understanding of the behavior of the most popular search engines. Both are subject
to error or may change. Search engine company management may define or use a term or set or change any policy in any way
they see fit, and may make these definitions and specifications public or not. These decisions and definitions are
beyond our control. Notice: Copyright
All materials are copyright 2008 by Ami Isseroff. All rights reserved. These pages may not be reproduced in any
form in electronic or printed media without express written permission from the author.
SEO Glossary
