Thursday, May 13, 2010
Conversion Rates & SEO
I wanted to share something that was shared with me the other day. Rand Fishkin
did a talk at Web 2.0 last week where he discussed keyword length as it relates to conversion. As you can see in this image, research shows that 4-word query phrases have the highest conversion rates.
Seeing this I wanted to compare it to data that we are seeing with our social marketing clients here at Compendium. Check out the below graph. This is showing the weekly progress of one of our larger retail clients. They are leveraging a long tail social media marketing strategy based on targeted corporate blogging. The chart below shows their weekly conversion. Keep in mind, this traffic is coming almost 100% from first time visitors. Compare this data with research that shows the average site converts 2% - 4% and that number is usually lower for first time visitors. In the most recent week, this retailer had moved up to an 11% conversion. They have been averaging around 6% which is significantly above average.
Digging in using Rands findings I looked at the specific keyword phrases that drove this conversion. Looking at 100% of their traffic we found that they had an average of 4.2 words per query and a median of exactly....4.
I love it when things work out this way :-)
There has been a lot of discussion lately about the role of content in search engine optimization. I'll argue all day long that the further out the tail (by definition, the lower the competition
) the more important content is to driving qualified search traffic. Companies that expand their categories, leverage user generated content and widespread employee blogging are having outstanding success using content as a high ROI inbound marketing strategy thought both search engines and Social Networks.