Oneupweb Examines the Relationship Between Keyword Lengths & Conversion Rates in Natural Search Engine Optimization Campaigns

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Search Engine Optimization & Marketing Firm’s Study Shows that Conversion Rates Drop After Reaching a Four-word Peak - Oneupweb, a leading search engine optimization (SEO) and marketing (SEM) firm, today published a research study investigating the relationship between keyword length and conversion rates. Available on Oneupweb.com, the study discovered several surprises in addition to an overall trend showing that as keyword length increases, so does conversion rate, peaking at four-word phrases.

Oneupweb, a leading search engine optimization (SEO) and marketing (SEM) firm, today published a research study investigating the relationship between keyword length and conversion rates. Available on Oneupweb.com, the study discovered several surprises in addition to an overall trend showing that as keyword length increases, so does conversion rate, peaking at four-word phrases.

“This study reveals the opportunity in optimizing for longer keyword phrases,” says Lisa Wehr, Oneupweb president. “Our recommendation to marketers has always been, ‘don’t invest all your resources and efforts in only single-word or two-word phrases. Optimize for longer keyword phrases in addition to the shorter terms.’”

Oneupweb reviewed data collected by its proprietary search analytics conversion tool, roi.trax® in two data sets, including hundreds of thousands of keyword phrases. The first data set showed that single keywords had very high conversion rates. And then, conversion rates rose steadily from two-word phrases through four-word phrases, peaking at four-word phrases and dropping thereafter.

“Examining only our aggregate database, one would conclude that the high-conversion rate of the single-word phrases contradicts our hypothesis,” explains Wehr. “However, we also reviewed a second, more focused data set, showing that once corporate names are removed, single-word keywords fall below two-word phrases.”

To completely round out the analysis, Oneupweb also reviewed average traffic per keyword, noting that traffic follows a reverse trend, dropping as keyword length increases.

“Many businesses focus natural optimization on one and two-word phrases,” says Wehr. “With this study in hand, marketers should expand and balance SEO campaigns to include three- and four-word phrases.”

Oneupweb cautions marketers from expecting optimization of longer keyword phrases alone to magically solve problems thwarting higher conversion rates. Effective natural optimization campaigns include in depth analyses of market and website factors affecting a business and incorporate several actions for success.

About Oneupweb

Oneupweb is an award-winning, industry leader of world-class search engine optimization and marketing services. Since 1996, Oneupweb has specialized in tailoring custom strategies that include natural search engine optimization, paid inclusion, pay-per-click and marketing tracking designed to deliver superior return on investment. Clients include Unisys, Equifax, Motorola, Maritz, Kimberly-Clark, JC Whitney and many others. Named to BtoB Magazine’s “Who’s Who 2004” list for search and voted the “Top Search Engine Marketing Firm” by ClickZ in 2003, Oneupweb is a privately held company located in Michigan.

For more information on Oneupweb, please contact 231.256-9811 or visit oneupweb.com.

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Rachel North
ONEUPWEB
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