WordTracker returns four pieces of data for every keyword it finds:
The KEI compares the Count result (number of times a keyword has appeared in Wordtracker's database) with the number of competing web pages.
Count shows the number of times a particular keyword has appeared in the Wordtracker database.
24Hrs is the predicted daily traffic for each keyword in the search engines you chose to analyze. (I always choose to analyze only Google)
Competing is the number of web pages which appear to be competing for this keyword.
Interpreting Wordtacker Data
Interpreting Wordtracker reports begins easily and quickly becomes frustrating.
What you are looking for are search terms with high numbers in the Count and 24Hrs columns and a low number in the Competing column. In simpler terms, you are looking for a keyword a lot of people are searching for and not very many other webmasters are competing for.
This metric is embodied in one number, the KEI. In simple terms, a high KEI is better than a low KEI.
The Grief Begins
The next questions everyone asks are "How high is good?" and "How low is bad?"
The trouble is that there is no firm answer. It depends upon how authoritative your domain is, how competitive your niche is, and how hard you're willing to work to rank for a specific keyword.
If you think in terms of "good" and "bad" instead of in terms of "better" and "not as good", you'll drive yourself crazy with WordTracker.
In future posts I will write about "Bogus Wordtracker Results" and "Why KEI sucks and Wordtracker is stupid", but Wordtracker really is the best tool I have found for doing high-volume keyword research.