Anyone with a company Web site needs to read Chris Anderson's groundbreaking book,
The Long Tail. Anderson's insights are crucial for search engine marketing and search engine optimization, whether you are selling software or underwear.
Consider Amazon. Digital technology enables them to cost effectively offer every product under the sun - literally. Consequently, although best sellers are still best sellers, there is now an exploitable market for hundreds of thousands of smaller sellers that appeal to tens of thousands of niche markets. These new niche markets that extend to near infinity represent the Long Tail.
Anderson demonstrates Long Tail economics apply to non-digital as well as digital goods, by examining the success of companies such as LEGO and KitchenAid.
Good news for companies that understand the new market dynamics well enough to capitalize on emerging niches. Next time I'll discuss specific SEO and SEM strategies geared to the Long Tail.
