The long tail, in reference to search engine optimization, is all the keywords and keyphrases that hold little traffic by themselves, typically longer 4-7 word phrases, but collectively add up to a large amount of traffic. Illustrated below is a diagram of the head and the long tail.
If you’ve ever ran a pay-per-click (PPC) campaign, in your search engine marketing (SEM) efforts, for a popular keyword you can certainly appreciate what a drain on financial resources that can be. Especially, if you’re landing page content isn’t “sticky” and doesn’t provide optimal ROI with conversions. There is a much cheaper way of leveraging value of PPC campaigns while driving your organic search engine optimization (SEO) efforts full force. The trick of this trade is maximizing the long tail search terms for PPC and the head terms for SEO.