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Keyword Length and Conversion Rates:
Four Is Your Magic Number
(rt) Search engine marketing firm Oneupweb published a report in February focusing on the interdependence between search keyword length and sales conversions. While it was highlighted by Information Week and other mainstream media, it seems to have bypassed the SEO/SEM community to a great extent, which is why we’d like to point it out again here.
Take this excerpt from the Executive Summary:
First, we found that conversion rates peak at four-word keyword phrases (or strings), noticeably dropping with longer phrases.
Secondly, we found that single keywords have very high conversion rates, until you remove corporate names from the data. Once the corporate names are removed, single keywords have lower conversion rates than two-, three-, and four-word keywords.
Oneupweb found that 38% of surfers who typed in four words converted their visit to a sale of value. Compare this with 6% conversions for single keyword searches, 15% for two term searches, 33% for three terms 10% for five and 9% for searches involving six terms or more.
Surprisingly, single keyword searches would still achieve a whopping 33% conversion rate provided the keyword is combined with a corporation name. Without corporate names the conversion rate dropped to a mere 7%.
From which follows: “People searching for a particular company’s name are predisposed to making a purchase or conversion specifically from that company.”
There’s even more – a fascinating read to assist you in all your SEO / SEM efforts.
Register for their → free PDF report here.
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[Keywords: conversion, keyword research, traffic analysis, web analytics, web stats ]
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