Study Shows Organic SEO Significantly Undervalued by Marketers

A recent report by Slingshot SEO revealed that a multi-touch attribution model was a more valuable indicator of online conversion than just the final touchpoint. While many marketers believe that the source of the final click is responsible for online conversion, the study stated that a more complex model showed how various digital marketing channels were actually involved in the conversion process and that these intermediate channels were not receiving the credit they deserved for online conversion. Searchengineland reported on the details.

The 2011 study analyzed more than 23 million multiple-interaction conversions across 30 domains. It indicated that consumers had an average of 2.79 interactions before converting. These channels of interaction included organic SEO, referrals, and paid advertising. The results showed that these channels were enormously undervalued simply because they were not the final point before conversion. The only time that the final click was the step prior to conversion was as the result of a direct visit. The results showed that these direct visits had been extremely overvalued in terms of their responsibility for conversion.

The channels most undervalued were non-branded organic SEO, which should have been worth 81.59 percent more than previously believed, as well as organic search, which was worth 77.25 percent more than before.

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The multi-touch attribution model uses the same approach that Microsoft/Atlas tried to advocate five years ago in an effort to convince marketers about the importance of numerous conversion influences. The results of this SEO report should get marketers to start thinking beyond one-click conversion and realize that multiple factors play a role in every consumer purchase.

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