The long tail Holy Grail by Eric Enge
"There are no fixed rules for searching. People simply enter what comes into their minds. They don’t worry about grammar. They don’t worry about spelling. And many searchers don’t really know how the search engines work, so their queries can be all over the map. Another interesting trend is that queries are getting increasingly complex, with people using multi-word phrases rather than just one or two keywords." --Eric Enge in Search Engine Land
