Image consulting will develop the most effective set of keywords which gain the highest score on the Keyword Effective Index (KEI), a ranking function that determines the popularity of keywords against the most competitive keywords.

To understand this you have to understand that the most popular keywords will be used by the sites that have high linking strategies and are optmised for sites that utilize business directories.

This therefore means that they do not represent very good value for money in terms of the Return on Investment. If we were to complete the work involved in marketing your site to compete with the high ranking sites, it would be very time consuming and counter productive.

It makes more sense to analyse the keywords that are not so popular which will allow us to employ these terms and gain a first page or second page ranking.

Example: A travel company is optimised for less competitive keywords but they are specific. For example South Africa travel instead of travel holidays etc. With the words we choose we gain first page ranking position's and gain more customers even though the words are not as popular.