Is the keyword long tail dead?

The keyword long tail is dead, receiving its first blow when Google introduced new "powerful" matching options for AdWords in 2002, one commentator has claimed.

Writing for Search Engine Land, Andrew Goodman stated that many marketers may be feeling that they have had enough of ad groups which contain hundreds of "pointless, longshot, low-to-no-volume keywords".

However, he acknowledges that accounts and campaigns can sometimes vary from a lot of keywords, if they are managed correctly.

Keywords can, for example, be used to boost search engine optimisation results.

But Mr Goodman added: "Beyond a certain point, more keywords won't lead to more sales. Remember the purpose of testing and improving paid search campaigns."

If long tail keywords were no longer proving useful in achieving greater revenue, it may be time to focus efforts elsewhere, he claimed.

In a recent blog for SEOmoz, Randfish claimed that social media was a positive place for marketers to focus, as it could be "emotionally rewarding".

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