- Roughly 73,000 unique, indexed pages. Yet only 14% of those pages yield search traffic. These “yielding pages” each generate search traffic at a rate of 4.6 unbranded keyword visitors per month.
- 189,000 brand searches conducted per month. 80% of search traffic comes from brand keywords and only 20% from non-brand terms.
- Total market potential for unbranded keyword traffic exceeds 7,000,000 searches per month, roughly 100 searches for every unique page, and 38 times greater than total brand searches.
“Brand searches are a small minority of searches conducted every day. Yet most E-tailers rely on them for their natural search traffic. Imagine taking to your next management meeting, a concrete prediction of the value of search traffic available from non-brand searches. Until now, it has been difficult to find the numbers to justify investment in natural search optimization or quantify a site’s potential search traffic.”We’ve come up with a concept we call “Page Yield Theory”, a method for estimating the potential value of the unbranded natural search tail. We believe it’s possible to make a robust and scalable prediction of long tail potential. We’ve even devised the scientific equation to calculate it:
[2.4 KPP x 1.9 HPK] / 4.7% CTR = 100It’s solid research; months of hard work and deep thought went into the analysis. I think it’s a must-read for any online retailer. Download the report now Â»
I appreciate the long tail theory, but if a paricular industry is analysing the long tail of the unbranded terms related to their brandm then in a highly competitive industry , it would still be difficult to compete on the long tail