Want an example? If you search for “mochila hello kitty” you will see that the first three results correspond to the Hello Kitty official store. Indeed, a website created by us and positioned us. This means that on the first results page, instead of being 10 domains, there are only 7. Google will restrict this possibility, so that the Hello Kitty will continue to be the first in Google but will appear just once.
It is a good way to improve the quality of Google search results.
For Google when we are searching, we are looking for answers and information ant not only fo web pages. Google has launched Knowledge Graph for a leap forward in the integration of the binomial-response search, saving clicks and time.
In terms of positioning, the long tail has a very clear. Better to concentrate on positioning a website for multiple keywords for which we can get the top positions in the browser that can not concentrate all our resources on a few key words very contested. Eventually we'll get more visitors and better results. And besides, there is evidence that these words get a higher conversion rate.