• Search Engine Watch, Wednesday, January 14, 2009 1 PM

Make sure prospective clients know what it means to optimize for head queries, the most popular terms, as well as long tail queries, those less popular that still collectively drive lots of traffic, suggests Mark Jackson, who believes SEOers will likely repeatedly have this discussion with clients. .

Jackson believes the head of search can improve traffic. For retailers, the tail of search might work best because it targets people searching for a specific product and product model number. For companies focused on "ranking for that one major keyword, having a deep Web site full of great content is necessary to achieve authority in the eyes of the search engine," Jackson writes. "So, even if you didn't intend to do it, you'll be optimizing for the tail in order to achieve your goals for the head."

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