Keyword analysis is the first step in SEO, as well as when you are setting up a PPC campaign. There are a lot of tools to do this, both paid and free. I stick to the free ones for financial constraints .

How do we get the KEI? First step, is get the search volume of your keyword. I use Google Keyword Tool for this one. Next step is getting the number of competitors. Now we have the basic components for computing the KEI. KEI = Search Volume² / # of competitors.

We get the KEI, we get the better performing keyword for both our organic search and PPC campaigns.