Search tactics: keyword phrases perform better.

According to a recent report from Oneupweb, search engine user clicks tend to present higher conversion rates the longer the keyword phrase.

Looking at data from high-traffic keyword phrases for sites that were optimized by Oneupweb, the search engine optimization firm found that conversion rates grew the longer the keyword string, peaking at four words. The results were the same in all three months studied.

The results in the above chart do not include any searches conducted with corporate names, as these searches tend to imply a higher conversion rate, meaning the searcher is more likely to already be looking to purchase something from the company in question.

Oneupweb President Lisa Wehr notes, "this study reveals the opportunity in optimizing for longer keyword phrases ... our recommendation to marketers has always been, 'don't invest all your resources and efforts in single-word or two-word phrases. Optimize for longer keyword phrases in addition to the shorter terms.'"

A recent study from DoubleClick and comScore Networks found that the vast majority of clicks on searches did not result from searches that included merchants' brand names, but rather generic searches. Data was based on search results and online purchases made at 30 online retailers in four major categories apparel, computer hardware, sports/fitness and travel.

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