KEI is an acronym for ‘Keyword Effectiveness Index’. The KEI is used to give a numerical value to a keyword based on:
- Keyword popularity
- The number of competing websites
The higher the value of the KEI the better they are deemed to be as they represent more searches per website. This can be taken further by measuring the Keyword Opportunity Index (KOI) of the same keyword.
To work out the KEI of your keyword, first you need to find out the number of monthly searches for your keyword. You can find out this information using tools such as Wordtracker or even Google Adwords (x). Next you need to find out the raw competition, which is the number of websites competing for the same keyword (y). To work out the KEI of your keyword use the formula:
x2 ÷ y
Any keyword that has monthly searches of less than 1000 can be less reliable than other keywords, as these results can be easily skewed / biased. Check the 3 month history of these keywords to ensure the best results.
JavaScript is a client-side scripting language. It can be embedded into HTML documents to create and add dynamic features to static pages.
Classic uses of JavaScript include embedding Flash using the SWFObject, using Google analytics, adding Lightbox onto a page etc. In terms of SEO, JavaScript should ideally be kept in a separate document and simply referenced from the HTML page. If the JavaScript has to go on the page, then it should be added at the bottom of the code to give priority to the content.
An inbound link (also known as a backlink or external link) is a link coming from another website to your own. Inbound links are important because Google sees inbound links as a recommendation of your site from. Infact, the quality and quantity of links to your site defines the Page Rank of your website (a score between 0 and 10 that Google uses to measure the importance of a website).
Inbound links can occur naturally if your website contains information that is useful, informative etc. Additionally you can encourage natural link building through link baiting, article submission, directory submission and reciprocal linking (and many other techniques!).
Hidden links refer to links within the content of a web page that are deliberately hidden from the human user, designed only to be seen by the Search Engine spiders. This is often referred to as a black hat technique.
So why would you want to have links only visibile to a search engine spider? Ultimately the purpose of these links is to do deceive the search engine spider, and the link will take the spider to a page that has content created especially with SEO in mind, and often is unreleated to the content that the human user sees.
Methods of hidden links includes having links in very small font (unreadable to human users) or on small symbols such as full stops. A classic example was also to include white text on a white background etc.
Using hidden links will definitely lead to your site being penalised by the Search Engines as they are very wise to these techniques. In the worst case scenario you will get your site removed from the search engine index entirely.
Google used to update their index quite regularly (in the past this would occur roughly once per month), and as a result, the SERP (Search Engine Results Page) rankings would fluctuate. This was often referred to as the ‘Google Dance’, and would go hand in hand with some panicky phone calls from clients to their SEO companies asking why their position had dropped several places.
Google has now changed to a ‘constantly updating index’ so there is no longer the ‘Google Dance’ occurance.
