SEO loses least value in traffic referrals

Search engine optimisation has seen less decline in its average order value compared to other traffic referrers but showed modest growth in conversion rates, according to a new report.

Search engine optimisation (SEO) has seen the least amount of decline in average order value compared to other traffic referrers, according to new research.

The average order value from traffic referred by an organic search fell by only 8.9 per cent to $106.64 (£65.80) since the previous study in March 2008, indicates a study by Engine Ready, which appeared on SearchEngineWatch.

In comparison, direct access/bookmarks dropped 44.1 per cent to $95.29 and pay per click (PPC) decreased by 15.2 per cent to $117.06.

The study was posted by Nathania Johnson, who noted: "SEO declined the least, which supports the theory that these changes are a reaction to the economy."

However, the report also showed that PPC and direct access/bookmark conversion rates had increased by 42.9 per cent and 124.2 per cent respectively.

Yahoo! recently announced that it would continue to compete with competitor Microsoft Bing at the front end of searches, even if a proposed move that would see them both powered by Microsoft's offering is cleared by regulators.

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