Not exact matches
Plugging in keywords that have no relevance to your website in terms of content simply because they have high
KEI will not impress Google (which says it only consider related keywords when ranking a
site).
Further, even though keywords with a high
KEI will contribute the most to a website's search engine visibility, it doesn't mean you should omit other keywords which will also help tell Google and other search engines what the
site is about.
KEI is based on the number of searches each keyword gets, as well as the number of competing
sites in Google.