It’s hard to dispute that the Long Tail is an important concept in Search. A lot of times, though, we tend to think of the long tail as being a B2C concept by relating it to specific product names in ecommerce situations. But, it’s just as relevant in the B2B world. One-word phrases bring businesses up against a lot of competition, but the benefit of increased traffic may outweigh the expense of ranking. On the flip side, credibility-building site assets like case studies can be optimized with longer-tail phrases in order to boost the probability of conversion. Where does your SEM campaign fit into the curve?

Graphic by Elliance, an eMarketing firm specializing in results-driven search engine marketing, web site design, and outbound eMarketing campaigns. The firm is the creator of the ennect online marketing toolkit. The Search Illustrated column appears Tuesdays at Search Engine Land.

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