Keyword Importance Score (KIS)

The semantic core has been collected; what comes next? Next, we gradually start promotion with the most important keywords. Not all yogurts keyword phrases are equally useful. Read on to understand how to identify the best phrases that will produce the most effective result.

What Is KIS?

While selecting keywords for a full-service advertising agency, I ended up with an impressive list of phrases. It was clear that they needed to be grouped into clusters, but first I wanted to understand which words were the most important. That was when I came up with the idea of adding a KIS parameter, or Keyword Importance Score, which would help identify the best words for website promotion.

In short, such a parameter did not exist, so I had to create an algorithm for calculating it.

How to Calculate KIS

It is simple. Imagine that a large keyword list contains phrases like these:

Phrases	Exact frequency "!"
keywords	707
identify keywords	31
best keywords	12
keywords identify best	4
how to identify the best keywords	1

Any semantic core will contain many low-frequency phrases with frequency below 10. Nobody wants to spend time on them, so they are often recommended for deletion. Many low-frequency queries really are not worth your attention, but some of them are very important. The KIS parameter shows that the lowest-frequency phrase in the example above is actually the best choice, because it contains all the listed phrases. If you place exactly this phrase on the page, the site may attract people searching for "keywords", people searching for "identify keywords", and so on. As a result, the importance score of the last phrase is 755, which is the sum of all keyword frequencies included in that phrase.

Phrases	Exact frequency "!"	KIS
how to identify the best keywords	1	755
keywords identify best	4	754
best keywords	12	750
identify keywords	31	738
keywords	707	707

Ordinary sorting does not let you reliably track one phrase inside another. Users know that changing the word order does not always change the search intent. I cannot immediately recall a live example, but it is possible that the exact query "keywords select how" could have more searches than "how to select keywords".

Program for Calculating KIS

I am surprised that no semantic-core collection resource provides a similar parameter, or even something roughly close to it. I made Excel formulas for myself and use that file. Of course, this cannot be made perfect in Excel, especially with all possible word forms, but it helps me. That is why I decided to publish this tool in my blog; maybe it will be useful to someone else too.

Download the file

When downloading the file, put a like on this article. Let it be a small payment for my effort.

{jllike}

I had a choice: write instructions or add a macro button that automatically sorts, checks, and returns the result. Automation won, but there is still a short instruction:

1. The maximum number of keyword phrases is 1905.
2. Macros must be enabled for the buttons to work.

If someone finds it useful, I will be glad. If a lively discussion starts in the comments and I see that the KIS parameter I invented is truly useful to people, I will make an online form for calculating it.

Besides KIS, there is one more thing to consider. No SEO specialist can do this instead of the business owner: from all the most important keywords, you need to choose the ones that bring you the most profit.
Now you know which keyword phrases to start promoting your website with.

Conclusion

Keywords have many different parameters: several types of frequency, seasonality, correctness, competition, number of results in the top, relevant page, and so on. We will discuss those later in another article. For now, I simply wanted to share my file. I hope it helps you too.

Download it, test it, and leave feedback in the comments.