Keyword Searches and the Long Tail Phenomenon

Today's Search Engine Guide newsletter featured a timely article by Matt Bailey about the keyword search phenomenon called the "Long Tail". Basically, it refers to the hundreds or thousands of single digit keyword searches that result in a visit to your site, as opposed to the most common keyword referrals which often provide fewer conversions by comparison.

The long tail is an important but oft-avoided aspect of successful pay per click strategy: bid on a large number of highly targeted keyword phrases with fewer individual impressions at a lower cost per click, rather than sticking to generic or highly competitive keyword phrases that might be more popular but which cost more and convert less often by comparison. Long live ROI!