On Tuesday Google had their analyst day, which was focused on articulating their strategy and explaining the underlying dynamics of their remarkable success. I've described Google as a "Long Tail company" before, so I was delighted to see that this is the way they now describe themselves, too. You can watch the webcast here (the image above is slide 10) The San Jose Mercury News report (free reg req'd) on the meeting also discusses the Long Tail strategy.
What Google has done is to find and monetize the Long Tails of both advertisers and publishers. These include millions of small companies and individuals who may never have advertised before, at least not nationally. They were considered sub-scale--too small to be worth a call or visit from an ad salesperson, possible too small to even think of themselves as an advertiser at all. But Google ads are self-service, cheap, and performance based (pay-per-click), which all combine to dramatically lower the barrier to entry.
Matching these advertisers are hundreds of thousands of previously sub-scale "publishers", from blogs to niche commercial sites. Most are too small to have their own ad sales business, but they can now run relevant Google ads by just adding a few lines of HTML to their site. About half of Google's business now comes from such "partners", rather than from ads sold against search results themselves.
Eric Schmidt, Google's CEO, explained how these millions of small-to-midsized customers represent a huge new Long Tail ad market. "The surprising thing about The Long Tail is just how long the tail is, and how many businesses haven't been served by traditional advertising sales," he said. Google now has revenues of more than $1 billion a quarter, a least half of which is made up of Long Tail advertisers by this definition. This is, needless to say, just a glimpse of what's still to come.
you have to start collecting royalties of some of these guys!
Posted by: Constantinos D | February 13, 2005 at 03:26 PM
you have to start collecting royalties from some of these guys!
that was a pretty interesting webcast from the google guys too. and btw, their new maps service is amazing.
Posted by: Constantinos D | February 13, 2005 at 03:28 PM
There was a piece on National Public Radio on 16 Feb (http://www.npr.org/templates/story/story.php?storyId=4502046) that talked about how the internet is transforming China's economy. The part that struck me as the Long Tail component was the story of the business-to-business advertising web site that is gaining literally thousands of companies per week and allowing companies to find each other (in China and internationally) in a way that completely bypassed the traditional wine-and-dine-and-graft local business culture. It's astonishing.
Cheers, David.
Posted by: David McCormick | February 19, 2005 at 02:21 PM
Chris,
You can tell the long-tail is being reached by Google when sole trading delivery men in North London buy google ad words. And why wouldn't you, if you were them.
One way of considering the long-tail is to recognise that we are moving into a post-fordist economy. You can have any colour, as long as its the colour you want.
a
Posted by: azeem | February 20, 2005 at 01:05 PM
What's teh best way to find user behaviour and search term patterns?
Posted by: ebay | May 13, 2005 at 06:03 AM
Cool site
Posted by: praca | May 13, 2005 at 06:08 AM
My blog recently outlined why Google will rule over MSN & Yahoo in the short term, at the very least. The Google Long Tail approach certainly does vindicate my analysis.
http://www.vinnylingham.com/2006/05/clash-of-titans-fresh-perspective_04.html
Posted by: Vinny Lingham | May 16, 2006 at 02:06 AM
[url]http://hometown.aol.com/slot1211gambling/500-115g-clay-ultimate-casino-poker-chips-set-dealer.htm[/url]
Posted by: a86kd6ved7 | October 01, 2006 at 08:16 PM
[url]http://hometown.aol.com/young96465530/cheerleaders-naked-in-locker-room.htm[/url]
Posted by: lvpjosi | December 12, 2006 at 06:45 AM
<a href="http://hometown.aol.com/hard726554141/male-strippers-getting-money-from-women.htm">male strippers getting money from women</a>
Posted by: hqvgvyd | February 08, 2007 at 05:01 PM
Search Engine Optimization optimizes the content of website and build link popularity so that the website can achieve high ranking and visibility in several search engines.Seo Services India can not only provide SEO Services but also guide for maintaining the top position in Leading Search Engines for keywords.
Posted by: SEO Services Provider India | August 29, 2007 at 12:47 PM
http://asiansexybabes.thumblogger.com/
Posted by: dfg | October 02, 2007 at 07:37 AM
Anyway, love to have a coffee about this one day and debate it...great
exploration of a topic ad agencies should be having more of...sometimes posing
the question is more important than having the right answer. Cheers
sohbet
sohbet mynet
Posted by: karman | October 14, 2007 at 06:10 AM
long tail is crucial for smaller sites and specialist SEOers.
I make my living from the Long Tail!! lol
Sheffield Jobs
Make Money Online
Jobs in Sheffield
Posted by: Sheffield Jobs | November 15, 2007 at 06:30 AM
Searchboth.net is the first site to place google and yahoo side by side on one split screen. The web site takes the user's query and creates a browser window with two frames, with the results from Yahoo! on one side and those from google on the other. It has completely end up the hassles involved while searching different search engines at the same time.
Posted by: Searchboth | January 08, 2008 at 11:11 PM
And why wouldn't you, if you were them.
Posted by: Derya Baykal | March 30, 2008 at 04:05 AM
Interesting post.Wow! More than 1 billion a quarter, should've taken those shares a few years ago!
Posted by: Ken Nickless | April 14, 2008 at 11:49 PM
Thanks for posting about Google long tail. I do website marketing myself and your blog is great research for my website marketing Video Podcast series http://www.youtube.com/user/PuReWebDev
thanks,
PuReWebDev
Posted by: PuReWebDev | April 16, 2008 at 07:22 PM
Yeah huge revenues indeed,I think as long as youtube keeps running they'l keep dominating the market place But hey nothing lasts forever'.
I found the greatest marketing idea of all time - in a FREE bookPosted by: Aaron | April 21, 2008 at 03:18 AM
great post! thanks!
Posted by: Lee | May 13, 2008 at 08:37 AM
Google will rule over MSN & Yahoo in the short term, at the very least.
Posted by: çiçek | May 23, 2008 at 05:46 AM
Thanks for posting about Google long tail. I do website marketing myself and your blog is great research for my website marketing Video Podcast series
Posted by: murat | July 02, 2008 at 05:40 AM
how to know or best way to know family tree. can use your method above?
Posted by: belajar seo | July 09, 2008 at 02:40 AM
post.Wow! More than 1 billion a quarter, should've taken those shares a few years ago!
Posted by: rixoyun | July 13, 2008 at 10:22 PM
Matching these advertisers are hundreds of thousands of previously sub-scale "publishers", from blogs to niche commercial sites
yes, it's sbs
Posted by: sbs | July 21, 2008 at 08:18 AM
long tail is crucial for smaller sites and specialist SEOers.
I make my living from the Long Tail!! lol
Posted by: oz | September 14, 2008 at 12:38 PM
nice post! thanks for blogging this out.
-faith-
Posted by: Los Angeles search engine marketing company | January 05, 2009 at 05:48 PM
Long tail is where the money is IMO. You can find out how to get better at kw research here. Just read my Read my Google shadow review here
Posted by: Rick Lyle | February 06, 2009 at 12:03 PM
The key to adwords optimization is attracting quality visitors that will result in a click, sale, or opt-in. 1. Inner Salemanship mindset which not how many words you say but how do you say it which uncover the head-turning HOOK that will reel in customers like crazy. To think deeply like the prospect.
Posted by: CtrMeter | February 10, 2009 at 09:32 PM
verry goog
Posted by: mp3 | March 19, 2009 at 01:25 AM
Great post indeed.
Posted by: inAm | March 24, 2009 at 12:26 PM
منتديات
برامج
جوال
العاب
اخبار انترنت
فوتوشوب
تصميم وتطوير المواقع
رياضة
مصارعة حرة
حواء
افلام كرتون وانمي
مقاطع فيديو
العاب كونصول
برامج بورتابل
Earn Money Online
العاب بنات
هدف تيوب
ديكور
توبيكات
مسجات ورسائل موبايل
Posted by: sniper | June 13, 2009 at 02:24 PM
Nice blog, its great article informative post, thanks for sharing it. Thanks for the information!
Posted by: Term paper | August 12, 2009 at 10:03 PM
Wow! Never know we could do that with Google Analytics! Thanks for the tip! Looking forward for more Google Analytics guides.
Posted by: micro sd speicherkarten | November 09, 2009 at 10:14 PM
It’s an interesting method oto make use of Google Analytics for keyword research, which is very practicable.Long tail keywords are always formed around some core two-word phrase that is more competitive. With other words combined at such phrases, we would know which long tails are more popular.Also, the source of traffic with those phrases are important. We may be able to tweak the phrase a bit to get more targeted traffic too. For instance, if they are from a blog and the name we’ve chosen for ourselves (in form of a keyphrase), we will be able to change it next time!
Posted by: gifts for her | November 25, 2009 at 03:20 AM
great post. thank for share. I really need something like this.
and dont forget to pay a visit here
Posted by: rangers | November 28, 2009 at 03:50 AM