KEI-DRASTIC change in Wordtracker

Can you please help me understand what's happening, and how I should proceed???

The following search was done Monday afternoon, 10/24/2005. It was a comprehensive search with quotes intact. These were the results:

SEARCH ENGINE: Google

PHRASE: ABC
COUNT:  124
KEI:  15376.00
LAST 24 HOURS: 39
COMPETING : 0

SEARCH ENGINE: Yahoo

PHRASE: ABC
COUNT:  124
KEI:  15376.00
LAST 24 HOURS: 39
COMPETING : 0

The following search was done yesterday afternoon, 04/18/06, and today 4/19/06, 5 minutes ago. It was a comprehensive search with quotes intact. These were the results:


SEARCH ENGINE: Google

PHRASE: ABC
COUNT:  6
KEI:  0.800
LAST 24 HOURS: 4
COMPETING : 45

SEARCH ENGINE: Yahoo

PHRASE: ABC
COUNT:  6
KEI:  0.017
LAST 24 HOURS: 1
COMPETING : 0

Isn't that change in KEI, etc. a bit drastic?

Funny thing, if you put "build my own shopping store site" , in quotes into Yahoo today, I am number 1 and number 4 on the first page.
If you put build my own shopping store site in Yahoo without quotes, I am number 11.
Now what do i do, stop everything as far designing and optimizing that site and find new keywords then hope this doesn't happen again? I don't know what to do or even how to proceed now. Could someone advise me, please?
dmullisAsked:
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Bernard S.CTOCommented:
Not sure I understand totally which kind of advice you want /need... so I'll try to right-guess.

1 - The number of queries done on any word do have lots of daily variations. These variations are proportionally lower for large queries (ie words for which there are daily huge numbers of queries) than for small one: nothing surprising in having 1 day 100 queries and next day 10 queries. This of course has a huge impact on KEI

2 - There are also variations in the number of "competing pages" found by search engines. Here again, words for which you have few competing pages are the one that might have proportionally the largest variations.

3 - ... and of course all this is amplified and worsened by the fact that other webmasters are looking at the same stats than you and taking their decisions form this figures.

HOW TO REACT?
Well, reacting is just part of the answer. Monitoring the situation, and trying to find if any large move is a trend (something like a "statistical clue" or, better like a "statistical truth") or an "accident" is certainly needed to check that you are not totally off-track.
But the answer is NOT to just react. It is the general content of your pages and site which will give you some stability, some resistance to the day-to-day accidental changes.
Use KEI and other similar tools as a guidance for your actions, as a validity check, but not as a real truth which should decide of your business.
[sorry to look so patronizing - this is just common sense that I'm trying to demonstrate as adequate]
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dmullisAuthor Commented:
Thanks fibo.

I am hanging in to capture any other opinions. Basically, do I just start over and ditch that weird keyword (phrase)? I can't go on a backlink campainge, etc. for a term no body ever searches for. Today I am #1 in Yahoo (big deal-yeah right) for this phrase that is worthless. I am a bit confused. This was my first attempt at SEO.  I think I learned something and maybe did something right? But it doesn't matter. The term is a dud. There are 9 million competing pages and I did get #1. Maybe that's cool. There's no traffic and it is only on Yahoo anyway. Worthless. I can't figure out if I did good or bad? jeeezz. I am a person needing direction -that one is for sure. lol
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Bernard S.CTOCommented:
Deirdre: Thx for the points!
Yoana: thx for the friendly reminder! And for all the cleanup activity!
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