Long-Tail Search Strategies

When looking at the below search budget distribution it is similar to what I would expect. There is little search engine money being dedicated to the brand specific keywords. These keywords will direct traffic anyway since they are more highly tied to our brand.

The tail key phrases are receiving a larger portion of the budget since the keywords would not normally generate traffic to the site. By purchasing ad placement for these keywords I would expect the traffic from them to come from those advertisements and not organically.

As a recommendation I would think that they may want to try to get a better ratio of hits from their Head key phrases. If their top performing key words are only producing 33% of traffic they may need to work more on both ads and organic search traffic to better identify high performing keywords.