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The Long Tail is Dead. Meet the Wide Tail
Search: New Frontiers in Paid and Organic SearchDavid Rodnitzky, CEO, PPC Associates
What is the Long Tail?
• Low volume, high intent keywords– “San Francisco bad credit mortgage rates”– “V4600 42 inch LED Flatscreen TV”
• Historically, an arbitrage opportunity• Common long tail examples
– Geo-modifiers– SKUs– Misspellings– Adjectives
Why the Long Tail is Dead
• Google instant search
• Location intent
• Misspellings irrelevant
• Expansion of broad match
• Tons of keyword tools
What This Means for SEMs
• Stop wasting your time on finding “secret” keywords
• Start focusing on your “head terms”
• We call this “keyword sculpting”– Put your team keywords in their own ad
groups– Create and test highly customized ad text– Create and test highly customized landing
pages– “Alpha Beta” approach
So Life is Easy for SEMs, Right?
• The long tail is dead . . . Introducing the wide tail!
• The wide tail is management of multiple PPC opportunities across multiple networks at multiple stages of intent
Wide Tail Examples
How to Handle the Wide Tail
• An expert at everything is an expert at nothing
• Prioritize opportunity
• Understand demand fulfillment and intent
Summary
• Sculpting head terms is the key to success on traditional SEM
• SEMs must expand beyond search to cover all PPC opportunities
• The future is complicated, but bright for SEMs!
