The term ‘long tail’ has since long penetrated search engine marketing. Various studies of large, international companies active in SEM, have indicated for some time that consumers use increasingly longer search terms.

For search engine marketers that offers both an opportunity and a challenge. It is an opportunity because the emphasis no longer (only) has to lay on often too expensive keywords in search engine advertising and because marketers are able to identify more search terms (compiled out of various words) for search engine optimization.

But, on the other hand, it is a challenge since it requires more research and analysis in order to identify the right keywords and go further than short and simple search terms. Especially, since in SEO you don't only look at the keywords people use to find your business online but you also look at what your competitors are doing, where they stand, how they are found, etc. With longer keywords being added, there simply is more work to be done.

With search engine marketing it is also the user, the visitor, the surfer that is important and, certainly with the start-up of a new online project, it is a whole job to connect search terms from the viewpoint of the potential future client to the various persona’s and inbound marketing scenarios.

That surfers use increasingly longer sentences in their online search behavior is apparent from a recent survey by Uptrends.com, a website and server monitoring company.

Uptrends.com concluded that the use of one or two words in a search sentence has dropped significantly compared to two years ago. The use of one search word in a search sentence has dropped from 15.52 percent in 2008 to 8.21 percent in 2010. The use of two search words in a search sentence also dropped from 33.65 percent in 2008 to 21.41 percent in 2010.

More and more people use three or more search words in a search sentence. The use of four search words in a search sentence has increased from 13.81 percent in 2008 to 20.78 percent in 2010. With five search words that is an increase from 6.13% to 11.53% and with six search words from 2.61% to 5.63%.

Growth has even been recorded with seven search words and more. The conclusions are obvious: if you want optimal online coverage, you have to use search words in a search sentence and not limit yourself to classic search terms using a single word.

And “listening” to the online behavior of the surfer, with all available options, is crucial in these cross-channel times.

J-P De Clerck is a content, conversion and social media consultant. You can connect with him on Twitter or via his site.