The Long Tail
The term, The Long Tail, was coined by Chris Anderson in October 2004 to describe a marketing strategy of successfully selling to many small market niches.
In Search Engine Marketing (SEM) terms, the long tail refers to the many market niches addressed by multi-word search terms, or keyword phrases, such as “industrial automation control”. This is especially relevant in B2B marketing, where search queries with 4 or 5 keywords are not uncommon.
The Long Tail offers substantial opportunities for small and mid-sized websites to compete successfully in SEO and PPC for lucrative market niches, whereas they often cannot compete on the popular single keywords or keyword phrases against the bigger sites.
