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Wednesday, November 08, 2006

I spoke at AdTech yesterday. I heard two particularly interesting stats yesterday. Bill Tanner at Hitwise pointed out that 75% of search traffic comes from brand terms, and that advertising on your brand terms, beyond ranking #1 naturally, gives you 80+% of the traffic on those searches, while not advertising drops you under 60.
GarySmith, at YourAmigo.com, pointed out, on the other hand, they had a home decor etailer, and the top 100 phrases pulled only about 10% of their total traffic. I'm assuming their brand name wasn't particularly well known. This retailer had 32k out of 44k unique phrases get 1 click/month, and that the 3,4 or 5 word phrases had higher conversion rates. The long tail is alive and well, in this example :)


Anonymous Anonymous said...

32 thousand of 42 thousand phrases? How on earth did they sit down and develop that list? Enjoy your trip.

8:39 PM  

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