We all known that branded search visitors translate to high conversions than non-branded. But adding to the complexity, recent research conclude that the conversion process often involves the user first arriving under non-branded term (“hd dvd player”), to return later to purchase with a branded term (“toshiba HD-A2 hd dvd player”).
Acting on this information for PPC and keyword bid management is easy, but this user behavior applies to SEO as well, especially in the need for positioning content for each “step” of the conversion process (from non-branded to branded).
Branded v. Non-Branded Search and Conversion Rates
Back in May, 360i and SearchIgnite released a study (PDF) focusing on the relationship between branded and non-branded search terms in conversation rates.
Some of the key findings include (see graph):
- 25% of conversions are from users who clicked on multiple ads
- Highest conversion rate (9.30%) from when the first and last click were from branded terms
- High conversion rate (8.73%) from those that first clicked from non-branded terms and the last click on branded terms
How this applies to SEO and Content
While the 360i/SearchIgnite study was geared towards the intelligent allocation of branded vs. non-branded PPC terms, the research applies to SEO as well.
The study demonstrates that many users go from “general research” to “purchaser”, so while a user may find a website intially under “HD DVD Player guides” , the user may return later to purchase using the branded term “Toshiba HD-A2 HD DVD Player”.
“Content is King” is the old Maxim. And for “SEOing” e-commerce websites, it is about ensuring that the e-commerce website has the type of content the user is looking for for each step of the buying process: 1) General Research (“Why are HD DVD Players different?” Page); 2) Targeted Research (“HD DVD Player Review & Guide” Page); and 3) Purchasers (Product Page for the Specific Item).
Thus, there is not only the “long tail” of search that has the opportunity to be captured, but also the process a user takes from general research to buying. An e-commerce website should be positioned to lead the user through each step of the process, helping influence the buying making process.
Does your e-commerce website have this range of content?