Keyword opportunity index (KOI) - The keyword effectiveness index (KEI), first popularized by Sumantra Roy, is a way of combining keyword popularity (P) with raw keyword competitiveness (C) to give a composite score. The usual formula for KEI is popularity squared, divided by the number of competing sites using that keyword. This gives a higher significance to the popularity measure (which is the right way to look at it). The KEI measure is often used to rank the effectiveness of different keyword combinations. In your spreadsheet, use Column E (entitled KEI) to calculate the keyword effectiveness of each phrase. The formula in each cell should be P^2/C.

I have developed my own attractiveness measure, the keyword opportunity index (KOI), which takes Sumantra’s work a step further and is a more sophisticated measure of the opportunity presented by
each keyword. KOI is calculated as KOI = (P^2/D) and thus bases the attractiveness of a keyword or keyphrase solely on directly competing sites.

Enter the formula P^2/D into each Column F cell of your spreadsheet to calculate KOI. A numerical sort on Column F gives you, in ranking order, a composite rating of the attractiveness of each keyword for an SEO campaign on your business, products, and services. It is this KOI number that I refer to most during the on-page and off-page optimization phases to follow.

At this point, it is worth injecting a note of caution. Digital Point numbers are extrapolated from a relatively small sample of searches. As such, any search frequency of less than 1,000 can be unreliable. It may be worth running your full analysis over a period of three month ends just to be sure than some overenthusiastic searchers have not skewed the results

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