Examining the Long Tail
Jon Myers, Search Director for UK-based search engine marketing specialist Latitude has released a white paper using mathematic equations and principals to explain the theories and logic behind the Long Tail of search.
Unless you are a mathemetician or just very good at examining numbers, much of the white paper can make your eyes glaze over. But, there are some good insights to consider when shopping for keywords or planning SEO campaigns.
An important aspect of the Long Tail theory that Myers explains in great detail is the power of branding. The Long Tail of search suggests that the more obscure search terms have value in that users are closer to a buying decision when searching for more specific terms. In one of Myers' examples, a user searching for the auto "Audi" is closer to purchasing a shiny new A4 than someone searching for "new car."