Lowering Search Conversion Rates as You Increase Visibility

Generally longer search queries indicate more implied demand and a higher qualified visitor than short queries. Thus they tend to convert better, but sites that lack strong visibility for terms outside of their core brand may convert visitors exceptionally well, because often their sites are so hard to find that visitors have already they wanted to buy from them before they got to the site. As your site gets more exposure your conversion rate may drop since you start getting industry focused leads, and not just leads for your official branded name.

As you build out a PPC account you can find cheaper terms if you think peripherally and laterally. Odds are that some of these terms may not convert as well as the core brand or industry standard terms, but the discount offered by a lack of competition typically more than offsets this, especially in hyper competitive markets.

Similar could be said for organic search. Lower competition means lower cost to get to the top of the results, although related terms may not convert as well as the core term set.

If you start an aggressive SEO campaign your overall conversion rates may drop because an increase authority score will make your site relevant for some terms where your site is not one of the most relevant resources. Due to less qualified visitors finding your site your overall conversion rates may go down, but eventually if you make your sales process more efficient you can help offset that and raise your conversion rate on your core terms.

If you rank well enough to be seen over and over again and do heavy contextual advertising you can also help boost your brand visibility, which can lead to more search volume your strong converting core branded search terms.

Published: March 24, 2006 by Aaron Wall in marketing

Comments

Add new comment

(If you're a human, don't change the following field)
Your first name.
(If you're a human, don't change the following field)
Your first name.
(If you're a human, don't change the following field)
Your first name.

New to the site? Join for Free and get over $300 of free SEO software.

Once you set up your free account you can comment on our blog, and you are eligible to receive our search engine success SEO newsletter.

Already have an account? Login to share your opinions.

Gain a Competitive Advantage Today

Your top competitors have been investing into their marketing strategy for years.

Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.

Explore the ranking profile of your competitors in Google and Bing today using SEMrush.

Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.

See where they rank & beat them!

  • Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
  • Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
  • Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
  • Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
  • Risk-free: Free trial & low price.
Your competitors, are researching your site

Find New Opportunities Today