Generally, I think it is safe to say that most people do not understand what their SEO company is doing. And, I have to admit, a lot of the more technical stuff is hard to understand, even for me. But, as I stated last week, this is part of the reason why we decided to simplify our program down to the easy to understand keyword service. It is also the reason why we focus our service on some very basic concepts to understand. One of those is the Keyword Efficiency Indicator (KEI).
In short, the KEI compares the number of searches for a keyword with the number of search results to pinpoint which keywords are most effective for your campaign. In other words, it gives us a basis for choosing smart keywords on which to focus your optimization.
Suppose the number of searches for a given keyword is 486 per month and Google displays 214,234 results for that keyword. Then, the ratio between the popularity and competitiveness for that keyword is 486 divided by 214,234. In this case, the KEI 0.002. That is a keyword with a low number of searches with a high amount of competition. In other words, the odds of this term working for you are not so good.
Using KEI as a basis, we can make some choices as to how we should proceed on emphasizing certain keywords for you. It also helps you moderate your expectations regarding certain terms. We have found that clients get stuck on wanting to be on certain terms. Seeing a long-odds KEI helps them understand that the best way to access that term is through a Pay Per Click strategy. Thus, a good blend of Keyword Optimization and Pay Per Click is often a successful overall strategy.
See how easy and logical that is? I’m not trying to minimize the work SEO companies do while charging the big bucks. I am just pointing out that a simpler strategy works well, too. This simple and affordable strategy gives you a solid SEO program. The limiting factors are length of time you have been optimizing, Pay Per Click budget and, of course, market conditions. Our goal with this $300/month program is to give clients an affordable, understandable program that lets them feel good about the long-term commitment it takes for SEO. And, if time is a factor, then the Pay Per Click option is built right in.
Add to this regular reporting that is easy to understand and you have an Keyword SEO strategy designed specificially for niche small businesses. And, that is what Dog Star Media is known for: making major strategies affordable and available for small businesses.
If you want more details on our Keyword SEO program, please email me at donald@dogstarmedia.com.
