Putting Thought Behind KEI

KEI is important to understand when it comes to determining the keywords for your site and paid search. KEI stands for "Keyword Effectiveness Index" which represents how competitive keywords are based on the number of times they are searched for in the search engines. I've read the higher the KEI, the better chance you have of getting ranked for that keyword. Well sure, thats because most likely, nearly no one is searching for that keyword so its not competitive. My answer when determining KEI would be to choose keywords with high KEI's as well as ones with low KEI's and high searches. You'll be competing for them but isn't that half the battle of being number one?