And Why You Should Have Implemented Responsive Design Years Ago
My latest pocket toy, (a 5th generation iPod Touch), is great at taking dictation. I’ve already carefully enunciated two emails into its microphone today. Because I usually work from home and I’m one of the strange beasts to still use a landline. The iPod is my tiny window into the mobile world.
I also have a mobile phone, but while I don’t often lean on my Android, I recognize that more people are using their mobile devices to search for goods and services. I help companies harness this mobile traffic with responsive design, long-tail keywords and other engagement strategies. The ROI is huge, but it can be a tough sell– unless you have the data to back it up.
The Mobile Traffic Writing is on the Wall & the Font is Getting Bigger!
A few years ago I told a mid-market e-tail client that mobile devices and tablets would soon account for the majority of their traffic and business. I said something like, “Time to think about responsive design lest we alienate the fastest growing segment of consumers.” Instead, this client decided that its core demographic (married women over 35) didn’t (and wouldn’t) purchase or research expensive household products on handheld devices any time soon.
Without a Mobile Crystal Ball, Let Data Make Smart Decisions For You.
The next year I was able to turn to the data. I pointed out that the company’s mobile bounce rate was higher than that of the overall site average. When I again suggested it would be best to use a responsive website design to encourage mobile users to engage, the company decided instead to modify its PPC campaigns.
“Don’t address mobile. Ignore it!” was the company mantra. “Who would use a phone to search for luxury goods?!” They stopped serving ads to mobile devices.
In February 2010, only 5% of this company’s site traffic came from handheld devices. By May 2012 that traffic source had grown to 36%. Shortly thereafter they stopped advertising to mobile devices. By March 2013, phones, tablets and iPods accounted for 45% of their traffic. This is remarkable! Why? Because they’d specifically and actively tried to alienate those consumers.
So what happened? The client finally embraced responsive web design. When I juxtaposed the previously mentioned 45% figure with a random sample of a few other sites’ analytics data, it was easy to see that married women over 35 (or whoever their demographic really was) actually used mobile devices more than the average person.
It took a few years and some good data but this company will soon offer a website that will be attractive, usable and engaging regardless of screen size. Lower mobile bounce rates and higher conversion rates are sure to follow.
But engagement is only part of a successful mobile strategy. Customers must find you, before you can engage them.
How Do Mobile Traffic Trends Affect SEO?
A few years ago we searched with our fingers on a keyboard attached to a PC or laptop. In a few more years, we’ll probably just think about our searches to get things started via a subdermal implant. In the meantime, we’ve begun talking to our devices.
With the advent of Apple’s Siri, Dragon Dictation and Android-based virtual assistants like Vlingo and Skyvi, more of us are speaking our search phrases than ever before. These new technologies are leading to increasing numbers of “conversational-style” searches, or long tail searches. This interesting combination of conversational search phrases and guttural caveman-like searches performed in noisy environments means that the long tail of SEO keywords is now more meaningful than ever.
Pair this new human side of search trends with the ongoing semantic efforts of search engines like Google and Bing and it’s a welcome perfect storm for wisely managed SEO campaigns. Use great traffic research tools to identify slightly longer, more specific search phrases and you’ll find your ROI going through the roof. And you’ll live happily ever after…at least until everybody else catches on.
One day “searches” means one thing. The next day it means something else. I got no apology from Wordtracker. I had to eat crow and throw out a few mea culpas to my clients when I realized that Wordtracker had pulled the rug out from under me. Boo. But it gets worse.
Wordtracker Changes KEI Formula
My $329/yr subscription just expired so I renewed. It had been a while since I used the service and Wordtracker neglected to tell me that since the last time I’d used their service they changed the Keyword Effectiveness Index (KEI) formula. I thought I was buying one thing and Wordtracker delivered another.
KEI used to be a great metric to find low hanging fruit or “keyword gems in the rough” if you will. But the metric is now useless for that. Click the image above for a larger version. You can see that the most generic, high traffic, high competition phrases now have the highest “KEI” – and yes, “KEI” should always appear in quotes from now on until… well, maybe forever.
Though they offer great verbiage about what an improvement it is, Wordtracker’s new “KEI” borders on meaningless. Surely somebody at Wordtracker should know that when you combine data inconsistencies with poor communication and terrible documentation, usability will suffer. Apparently the usability and branding experts at Wordtracker haven’t been speaking up.
Comparison of KEI Formulas
Wondering how to determine KEI? Me too.
Typically KEI is the the ratio of the square of the searches upon a particular keyword in a day divided by the number of websites that are listed for that keyword. For example, a keyword that has 100 searches a day and for which Google shows 5000 websites would have a KEI of 2. (100 * 100 / 5000)
Suppose the number of searches for a 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.
For that one, the formula is: KEI = monthly searches / SE listings
Suppose the number of searches for a keyword is 821 per day and Google displays 224,234 results (pages) for that keyword. Then the ratio between the popularity and competitiveness for that keyword is: 224,234 divided by 821. In this case, the KEI is 273.
And those jokers say that: KEI = daily searches / SE listings
Those are the first three definitions I found. I’ll bet there are more. Clearly the jury’s out on KEI. But while contradiction abounds, there’s a common thread in defining KEI. It has always related to the quantity of searches and the number of search engine listings.
So what’s the new Wordtracker definition for KEI?
Maybe we should start with the old Wordtracker definition of KEI
KEI compares the Count result with the number of Competing Web pages
Yep. That seems to be in line with what everybody else says about KEI. In case you were wondering, “count” is, “The number of times the search phrase has been used in Wordtracker’s partner search engines.” And “competing” means, “The number of Web pages the search engine says it has in its index that match the search phrase.” So more specifically the old Wordtracker formula for KEI was
Is that searches per day? Per month? Who knows? The only other information Wordtracker provides on its data results pages about its new KEI equation is
KEI compares the number of times a keyword has been searched for with competition (the number of pages that contain the exact keyword phrase within at least one of its incoming links, known as ‘All in Anchor’).
Does the “In Anchor” include only external pages? Or will a page with an internal “In Anchor” link make the cut too? Tough to say. Wordtracker regularly defines things their own way. While I’ll not poo poo innovation, I take umbrage with my data providers when they skirt industry norms. If Google defines a metric a certain way, clearly it is beneficial to follow the leader. Note to Wordtracker: Don’t confuse your users by regularly creating new definitions for established industry terms. Your poor usability is a disservice to your paying customers.
In Anchor And Title IAAT
Wordtracker founder and CTO Mike Mindel says
‘In Anchor and Title’ is a count of the number of pages for which the keyword appears in both the title tag and the anchor text of at least one backlink to the page (not domain).
Understandably this metric is used to help identify serious competitors. But Google measures parts of this metric differently. Back to Mike Mindel
There are two reasons why [Wordtracker] and Google show different numbers of links for seemingly similar searches. The first is that the [Wordtracker] In Anchor metric shows a count of externalanchor text (from other websites), whereas Google includes internalanchor text as well (from within a website).
‹rant› If internal In Anchor links are good enough for Google they should be a sufficient metric for Wordtracker. Wordtracker tries to sell you on why its better to use their more specific metric, but aren’t all search engine optimizers essentially trying to play Google’s game?! Why wouldn’t Wordtracker emulate Google metrics as much as possible? Clearly they’re meaningful. Something more specific isn’t always better. Furthermore, why would you use the same terminology to discuss two separate things? ‹/rant›
Wordtracker’s Mr. Midel goes on to say,
The second reason is that Google’s AllInAnchor returns broad matches by default (the words mcdonalds, nutrition, and facts in any order), whereas Wordtracker uses the In Anchor phrase match count (mcdonalds nutrition facts somewhere within the anchor text).
(See previous ‹rant› .) Mike Mindel continues,
I hope you can see now that bigger numbers clearly do not mean better numbers.
Well, Mike, I hope you can see now that I’m not sold on your new (bigger) KEIs being better than the older, smaller KEI figures. And doesn’t Wordtracker try to sell us on bigger numbers being better? (See next paragraph.) Now I’m confused(er).
Back to Low Hanging Fruit
This new KEI formula doesn’t do much to help SEOs find keyword phrases with low competition and reasonably high traffic. It’s more tailored to high traffic phrases. Mark Nunney of Wordtracker says,
“KEI squares Searches because otherwise if both Searches and Competition (whatever metric is used for this) go up at the same rate then the KEI value remains the same and that will not take into account the increased opportunity that more Searches offers.”
I don’t know… I always thought that popularity proved only popularity itself. (Think: MC Hammer.) I also always thought that KEI was to represent some notion of ROI. Big returns aren’t valuable if the investment doesn’t make sense. Even my largest clients benefit from low hanging fruit and the small investments required to conquer them. Just because one has the deep pockets necessary to go after high traffic keywords doesn’t mean that it’s the most effective path. Mull it over. Easy pickings are more valuable to me than the garbage these new Wordtracker metrics provide.
I wrote an email to Wordtracker explaining that I want a refund. But I haven’t sent it yet. I looked for wordtracker replacements. There are a few that are too expensive for me to even consider. (We’re talking $1000 per client per year.) But I found a few tools that provide good data. They are:
I’ve also heard decent things about marketsamurai.com/ but I haven’t tried them yet, so no endorsement or link out.
The sad truth is that I think I might get enough value from Wordtracker to warrant sticking with it. After all, I can dump all of the data to CSV and make my own versions of KEI to get the data I want. That’s nice, but that’s not the point.
Wordtracker sucks. They keep changing the definitions without notifying customers which causes Wordtracker’s usability to suffer. I am searching for Wordtracker alternatives. Let me know when you find a good one. I’m willing to pay for a wordtracker replacement.
Dan Dreifort consults on SEO and usability for companies large and small. He whines a lot on this blog. Sorry.