The Long-Tail Phenomenon


If you are a business owner, you may already know that traffic to your website comes not just from a handful of general keywords, but actually a long list of words and phrases relating to the goods or service that you offer. The “long-tail” refers to the large amount of niche keywords that Internet users search for in Google, Yahoo, and other search engines. For example, “video marketing” is a “head” (or primary) keyword for Skillman Video Group, whereas “corporate video production in Boston” would be considered a long-tail keyword.

The term “long-tail” was originally coined by Chris Anderson in his 2006 book, “The Long Tail: Why the Future of Business Is Selling Less of More.” Anderson posits that the reason that online retailer is so popular is because it keeps small quantities of an enormous variety of products in stock. When the site was founded, Amazon’s executives realized that this strategy would prove to be more lucrative than simply stocking large quantities of the most popular books, CDs, DVDs, etc.

Long-tail keywords represent an important opportunity for your business. Since these niche keywords typically have less competition, there may be a very high risk-to-reward ratio when optimizing your site for long-tail words. Furthermore, doing this will direct more targeted traffic to your site, which will result in higher conversion rates!

Creating an SEO campaign that caters to both your “head” keywords, as well as the keywords found in your long-tail, can be difficult. Luckily, the search engine experts at Skillman Video Group can help you at every step of the way. We will demonstrate the best organic and paid search strategies in order to maximize your company’s exposure and your overall sales!