Bid Values average bids for a particular keyword in a paid-search listing shortcomings: does not indicate interest in competing via organic listings, does not indicate an obstacle for ranking organically, data is greatly skewed by paid-search policies (makes pharma look very uncompetitive), data is greatly skewed by price of item for sale.
Traffic Estimates estimated traffic for a particular domain or page shortcomings: does not indicate interest in competing via organic listings, does not indicate an obstacle for ranking organically, data is skewed by type-in-traffic, paid-search campaigns, viral nature of site, etc.
Common Misleading Variables
Formula Construction Multipliers and Mathematic Fixes
What Matters the Most here is where, as an experienced SEO, you get to work your magic. You get to make your own algorithm.
Annotated with the m # notation where # is the variable to which the multiplier applies
Can be a positive constant, integer or fraction
Can be an equation itself
You can create an incidental occurrence rate by comparing two values, such as the intext and intitle measurements. Create an index of this to determine the incidental->intentional ratio of a word’s occurrence and then use that to tweak values with weaknesses due to incidental occurrence.
Mathematical Fixes use math to devalue less important, less meaningful variables and to emphasize those variables that mean the most. For example, I always show great emphasis towards the allinanchor: aggregate data, and the inbound link numbers to both the domain and the ranking page. Links represent are a legitimate barrier to ranking.
Look at Results in Context Comparing a keyword to other keywords is essential. It can also be valuable to look at keywords that are searched a similar number of times. The higher the V 0 score, the better the keyword.
Understand and Attack Start by targeting keywords that have very few backlinks to the ranking pages. Rankings can often be secured for these keywords by simply creating well-optimized content.