Enge writes that, despite the fact that the benefits of long tail search engine optimization (SEO) having been obvious for years, many clients are still unaware of the potential upside to targeting highly specialized queries. He uses the example of a camera retailer, which, by tailoring SEO to specific camera makes and models, brings in more customers who are ready to purchase their products.

The basic assumptions from which Enge works in making his assertions is that roughly 70 percent of search traffic comes from the long tail, 20 percent from what Enge calls the “chunky middle,” and only 10 percent from competitive “head” search terms. The latter can be useful for driving traffic, but conversion rates are usually low, and the investment is frequently not worth it.

Seach engine optimization (SEO) campaigns that carefully target the long tail should see a spike in ROI, according to Enge and numerous other SEO experts.