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. Average Conversion Rate for High-Traffic Keywords, by Keyword Length, July, October & December 2004 (as a % of unique visitors)

July 2004 October 2004 December 2004 1 word 7.78% 4.75% 6.34% 2 words 14.41% 15.02% 15.34% 3 words 25.18% 33.17% 21.89% 4 words 33.37% 37.83% 38.28% 5 words 17.10% 4.91% 9.69% 6+ words 6.29% 10.21% 9.20% Note: Searches with corporate names removed from study; "high-traffic" words refers to top 100 keyword phrases that presented the highest traffic rates Source: Oneupweb, February 2005 D63056 [c]2005 eMarketer, Inc www.eMarketer.com Percent of Total Clicks Made by US Online Buyers Prior to Purchase, by Search Term Type, 2004

Generic Brand only Brand + item Sports and fitness 84.9% 14.7% 0.4% Computer hardware 80.7% 12.4% 6.9% Travel 76.7% 21.5% 1.8% Apparel 64.3% 32.0% 3.7% Source: comScore Networks Inc. commissioned by DoubleClick, February 2005 063007 [c]2005 eMarketer, Inc www.eMarketer.com eMarketer, February 22, 2005 Note: Table made from bar graph.