Searchers using brand terms at the beginning and end of their search turn in a conversion rate of 9.3%, according to a report from 360i. Searchers using a non-brand term at the beginning of their search and branded terms at the end of their search have a conversion rate of 8.73%. The numbers suggest that marketers who focus largely on branded search terms are spending a large portion of their efforts on only 0.56% of conversions.
While spending all of their efforts on brand terms, marketers are consistently ignoring the "long tail." The half-percent difference in conversions between the two search styles should press marketers to shift some of their focus to this largely ignored group. Perhaps the long tail will get shorter.
David Berkowitz, author of the study, suggests that marketers take a holistic apporach to search terms - managing brand and non-brand terms together to increase conversions as a whole.