Long tail
The long tail is the name for a phenomenon that has become prevalent mainly because of the rise of the Internet. Marketing often focuses on popular products and media with a large audience. With the long tail, however, the sum total of less popular articles and concepts outnumber the popular ones.
Thanks to e-commerce, Web stores like Amazon and Bol.com can sell books and music that are so far back in the long tail that they would rarely be included in a traditional store's assortment. Thanks to the size of the Internet and potential market, the sum of products with smaller demand has also become an interesting market.
Long tail in search engines
This phenomenon also occurs within the use of search engines. Again, it is easy to look primarily for terms that are most searched for. However, this is also where the most competition is present. Many companies successfully target the long tail and therefore manage to attract more visitors from search engines than their competitors who are all fishing in the same pond.
One method to find out what potential customers are searching on a lot is to conduct a keyword research.
