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What do ratios and indexes really tell you about. What are the weakness and fallacies? This brief chapter discusses the R/S ration, the KEI (Keyword Effectiveness Index), the PPCEI, and various profitability ratios available with different research software programs. It also discusses the value of bid prices and number of advertisers in assessing competition and potential.

Research programs designed to look for niches (or potentially profitable niche keywords) use various formulas and ratios to help you spot "hot" keywords easily. The most common are R/S Ratio and KEI, designed to highlight promising keywords that are often searched for (high demand), but that don't appear on many websites (low supply or competition).

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