Defining a New SEO Term! PTI Value - Potential Traffic Increase
Well it’s not often that you get a chance to perhaps just with a bit of luck, come up with a new acronym! (Not another one you say!).
When I do SEO on an existing site, I will often do a deep analysis of the current traffic stats and keyword ranks. What I’m looking for is a keyword that is bringing in a decent amount of traffic but not ranking well. It makes sense that these keywords, when worked on can bring in a lot more traffic by ranking hopefully at #1.
So how do we prioritise these keywords? How do we know that keyword A has more potential than keyword B? Drum roll……. and enter the “PTI Value”! The Potential Traffic Increase Value is worked out as follows:
PTI Value = Current number of organic visitors per month for keyword multiplied by the ratios given in this link which is a statistical analysis on some AOL data which was accidently leaked out. Subtract from this total the current number of visitors per month since we are measuring the potential increase, not the total. When all is done, just rank them all in the orderof largest to smallest and you have what you need.
Example:
Keyword A - 150 visitors a month, ranked 3rd
Keyword B - 80 visitors a month, ranked 7th
Keyword C - 400 visitors a month, ranked 1st
Keyword D - 250 visitors a month, ranked 2nd
PTI Keyword A: 150 * 4.9 - 150 =585
PTI Keyword B: 80 * 12.3 - 80 = 904
PTI Keyword C: 400 * 1 - 400= 0
PTI Keyword D: 250 * 3.5 - 250 = 525
So we can see here that by working on Keyword B, should it get to number 1 it will bring in the most additional traffic. Keyword C is obviously a zero value because it’s already ranked 1st which means you can’t expect any more traffic than the amount people are searching.
This value is simply a guide on how to prioritize keywords to work on. Of course you want all of them to rank 1st, this just helps you focus on the most important ones.
You need to also consider the strength and number of competitors above you for each of these keywords. For example, Keyword B has 6 competitors above it compared to Keyword D which has only 1. But if the end goal is to get to 1st then you have to beat them all anyway.
The real power comes with additional information such as conversion rates and other monetary data related to each keyword. In the example above, even though working on Keyword B may bring in the most additional amount of visitors, Keyword A might be the one that’s converting the most or bringing the most “meaningful” visitors to your site.
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Nice post - I think it’s worth mentioning that you still need to take the final results with a pinch of salt (as with all keyphrase research) but some really handy stuff in here!
November 9th, 2007 at 12:18 pm