The Long Tail strategy in SEO and PPC

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22 June 2021
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New technologies are changing the rules, turning the mass market into a niche market

Traditionally, companies have focused on the mass market, offering few products with high demand, applying the Pareto principle (20% of products would generate 80% of sales). The Long Tail is a business model based on the opposite, demystifying traditional models.

Companies such as Amazon or eBay have mastered the Long Tail model to perfection (especially important in e-commerce), fully diversifying their offer. But what is really interesting here is to discover how to apply a Long Tail strategy in search engine optimisation (SEO) and pay-per-click (PPC) campaigns.

Long tail graph

In the statistical graph you can see the mass market, represented by the head of the graph (left side, with more demand but more competition); and the niche market, represented by the long tail (centre and right side of the graph, with less demand but also less competition). In new markets, such as online bookstores, the Long Tail is larger (represented in red).

If we transfer the Long Tail model to a digital marketing strategy, to improve the SEO of, for example, an online bookshop; instead of positioning generic keywords such as “science fiction”, we should position more specific terms such as “buy the book Neuromancer”.

José Luis Torres
Web consultant at Marketing CMA
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