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SEM agency Commerce360 is using a century-old linguistic rule called Zipf's Law to help clients better target keyword clusters.

Zipf's Law postulates that the most common word in a body of text occurs twice as often as the second most common word, which occurs twice as much the as fourth most common word, and so on down the curve.

The charting of word frequency in text creates a graph much like the Long Tail.

By tasking systems to examine brand mentions with Zipf's Law, Commerce360 can identify words that frequently appear in web content. This data helps determine whether publishers make adequate or useful mention of their most productive keywords. It can also avail new opportunities for keyword buys.

Commerce360 first turned to Zipf's Law to identify keywords that frequently appeared in spam emails. They later discovered it was a useful gauge for search engine marketing partners.