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Keyword Effectiveness Index
The KEI compares the 24Hour result (number of times a keyword has appeared in our database) with the number of competing web pages to pinpoint exactly which keywords are most effective for your campaign.
In a nutshell – look for the keywords near the top. The higher the KEI, the more popular your keywords are, and the less competition they have. Which means you have a better chance of getting to the top.
According to the KEI definition, the best keywords are those that have many searches and that don’t have much competition in the search results.
However, the KEI makes no statement about the quality of the competition. While there might be only a few competitors in the search results, these competitors could be big players with big SEO teams and thousands of back links.