Case Studies
Can Longer Pages Increase Visits?
Perfect Market conducts test to determine the SEO and revenue impact of longer pages
Background:
Pagination length has always been a big question to website publishers. Search Engine Land’s periodic table of SEO ranking factors calls out content as one of the main ranking factors. We think that pagination length falls somewhere between quality and words on the content ranking factor on this table.
There are a lot of tests that have been published that talk about how the length of a website copy impacts a website conversion ratio for e-commerce sites. One of our favorite tests is the one by Marketing Experiments. Their findings show that longer copy is better for conversion rates.
This still leaves us w/ the question of are longer pages better for SEO? Is there any data to show the effect of longer pages on actual site visits?
Aaron Wall, the SEO Book writer, has this to say about optimal word count:
“A page which has 500 words on it will overlap many more key phrases than two different pages that have 300 words each…”
Testing Plan:
We had properties that had a 400 word count per page. We wanted to know if there was an SEO benefit to longer pages. In addition, we wanted to know what the revenue impact was of these longer pages. We decided that Visits would be our KPI for SEO benefit and RPV (Revenue Per Visit) would be our KPI for revenue impact.
We had these data points in mind when we decided to run some tests on our sites and get some data behind how the length of the page affects SEO, website visits and ultimately site revenue.
For more details on the tests conducted and the results, please click here and a sales representative will get in touch with you shortly!