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Marketers are well aware of pros and cons of so called “long tail” queries usually implying, longer, more complex search terms. Google representatives have stated that around 15% of daily queries have never been asked before. That’s roughly 500 million new things!

“Every single day 15 per cent of the questions people ask of Google are questions we’ve never seen before,” John Wiley, Google

In addition to completely new search terms there are queries that may at first appear unusual or unrelated to our content. It’s what people search for when they’re unfamiliar with a subject, product, service or a brand. These “new tail” queries represent an enormous opportunity.