The Long Tail Concept
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The long tail is an economic concept that says the collective demand for less-popular items (in green) can exceed the all the most popular added together (in red). Online music stores are a perfect example because they can carry large collections of music just as easily as just a small selection. The product is digital and there are no inventory issues. So, the pay-per-click industry is now using this concept to encourage you to run ever-larger keyword buys. Their inventory of obscure, yet valuable keywords is inexhaustible. But the dirty secret of keyword marketing is that the longtail concept applies even better to un-paid search, and can eventually free you from your paid keyword campaigns. How?