Pay attention to the word form. See whether the plural form or the singular form of a keyword phrase has a higher Search number. This is important as one form of your word will be more important than another

Don’t get hung up on KEI. Don’t focus too much on the KEI value that
KeywordDiscovery or WordTracker provides for keywords. KEI by itself is a very
general indicator of competition. It's primary value is in identifying some of the "low-
hanging" secondary and tertiary search phrases that you should be able to optimize
for fairly easily. So if the high-KEI phrase fits your site, you should optimize for it.

Just because a relevant keyword phrase may have a real low KEI number (like 0)
doesn't mean you should ignore it, ESPECIALLY if it is has a high Search value.
Don’t be discouraged by a large number of competing pages, you may have less true
competition than you think.

Export your results to Excel. KeywordDiscovery and WordTracker allows you to
export your research results to Excel, where you can then easily sort (and resort) the
data any number of different ways. I highly encourage you to do this.

Both these tools offer you to store keyword Projects online. I find this feature
somewhat limiting and typically don’t use them. I’d rather store my data offline on my
computer for more advanced manipulation.

Select Overture in Results (WordTracker only). When using WordTracker, I select
Google and Overture (bought by Yahoo) in the Competition Search. This is an
important feature that WordTracker has. The Overture bid prices are a great indicator
of how coveted a given keyword phrase is in the marketplace. Some keyword
phrases are so competitive that one can only get traffic from them by going the pay-
per-click (PPC) route. The more expensive the keyword in Overture, the more prized
it is. By looking at Google and Overture at the same time, it allows you to weigh the
Search values against the PPC Bid price for a better determination of the “market
value" of a given keyword phrase.