B2B Long Tail
It's hard to dispute that the Long Tail is an important concept in Search. A lot of times, though, we tend to think of the long tail as being a B2C concept by relating it to specific product names in ecommerce situations. But, it's just as relevant in the B2B world. One-word phrases bring businesses up against a lot of competition, but the benefit of increased traffic may outweigh the expense of ranking. On the flip side, credibility-building site assets like case studies can be optimized with longer-tail phrases in order to boost the probability of conversion. Where does your SEM campaign fit into the curve?