Targeting the Long Tail
Perhaps you’ve heard of the “long tail” theory. It describes how our culture and commerce is mov-
ing away from a small number of very popular products (or movies, or dances, or even ideas)
toward a very large number of niche products or activities. For example, not terribly long ago there
were only three television networks that everybody watched (a
).Now, there are hun-
dreds of specialty networks,each with a much smaller audience (a
How does this apply to Your SEO Plan?
In SEO, a short head search is something like “motel,” while a long tail search might be “baltimore
pool motel airport.”The short head search is very broad and is used commonly, while the long tail
search is very specific and is used much less frequently.
Compared to organic optimization, PPC makes it much easier for you to target long tail searchers.
Here’s why:In organic SEO, each keyterm you target takes a certain minimum commitment of time
and energy, so it wouldn’t make sense to put hours of effort into rewriting your site for once-a-
month, ultra-focused queries. In PPC, on the other hand, you can add your long tail keywords to
your account for free—and pay only when they receive clicks.
“Emergency room location
“Poison snake bite Arizona”
“Poison snake bite”
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