When we don’t find what we are looking for quickly on the first page of Google we typically modify our search query. We often add another word or two, we refine our search. It’s these refined or “long tail” search queries that often bring the best, most interested, prospects to our website.

Our challenge is to identify the universe of these long tail search terms and make sure our site ranks well on them. If you are not monitoring and optimizing for at least 50 keywords you are probably leaving money on the table, and that’s a big, easy to fix, mistake.