Long-Tail Search: The Traffic You’re Missing Out On

January 14, 2022

Kerrie Ashall

You’ve probably heard the term “long-tail search” or “long-tail SEO.” Long-tail keywords are a crucial component of an effective SEO strategy, but many businesses and marketers are not using them to their full potential.

In this article, we will explain what long-tail search is and how you can use it to drive traffic and improve your digital marketing returns.

What is Long Tail Search?

Long-tail search is a method for generating high-value organic website traffic. It focuses on long-tail keywords instead of short-tail keywords that are frequently used in traditional marketing strategies.

Long-tail keywords contain three or more words. The keywords and phrases are highly targeted and designed to serve a specific searcher intent.

How can it be used in SEO?

Long-tail keywords target specific user intents and typically have low search volume. For that reason, long-tail keywords usually have less competition and high conversion rates when compared to short-tail keywords. This is because they are intent-driven and more likely to serve the needs of the searcher.

Google themselves state that: “Long-tail keywords could provide an untapped opportunity to connect with potential customers. Invest in these areas and see volumes grow.”

A long-tail SEO strategy targets long-tail keywords that are most relevant to your business and target customers. You can then optimise your website to include those keywords.

Why you should use Long Tail SEO

Here are some of the most powerful reasons why you should be using long-tail SEO:

Drive organic traffic

One of the biggest benefits of using long-tail SEO is that it will drive high-volume organic traffic to your website. Digital marketing statistics reveal that 70% of search traffic comes from long-tail keywords. So, you’re missing out on a huge opportunity if you’re not using long-tail keywords in your SEO strategy.

Increase conversions

Long-tail keywords will increase conversions because they are intent-driven. This means that the users who land on your site are more likely to find a relevant answer to their search query instead of looking elsewhere.

Long-tail SEO focuses on specific search intent and helps you reach your target audience faster. In comparison, short-tail keywords target a broad audience which results in fewer conversions.

Improve search engine rankings

Search engines like Google are placing increasing importance on user experience and favour websites that offer relevant, trustworthy content. Long-tail keywords can therefore improve your search engine rankings and boost your online visibility.

Reduce search competition

Short-tail keywords often have multiple intents and meanings e.g. the keyword “Saturn” could be referring to the planet or the car manufacturer. This ambiguity means they are more competitive, and as a result, it becomes more difficult for your company to stand out from the competition and reach your target audience.

Whereas long-tail keywords are specific to your business and your niche. This means that the search volume is low, and you will find it easier to get your keywords to rank well. You are more likely to appear on the first page of Google when you use long-tail keywords.

How to build an effective Long Tail SEO strategy

Building a long-tail SEO strategy for your business is relatively quick and easy if you follow these steps:

Conduct long-tail keyword research

The first step is to create a list of long-tail keywords. Research terms and phrases that are relevant to your business and niche. One of the easiest ways to find long-tail keywords is by using a keyword researcher tool. This will help you create a list of keywords to target.

Create content that incorporates those keywords

Once you have a list of long-tail keywords, you will need to create new content that is built around those phrases. You can also optimise your existing content to incorporate your long-tail keywords. Ideally, you should try and create a piece of relevant, high-quality content for each keyword.

Assess your SEO strategy and optimise

Make sure that you monitor the success of your long-tail SEO strategy by tracking key performance indicators like rankings, web traffic, and conversions. If you are not getting the results you want, then consider optimising your site to maximise the results of your long-tail SEO strategy.


Long-tail search plays a big part in the effectiveness of your SEO strategy, so it’s crucial that you understand what it is and how it can benefit your business. When implemented correctly, long-tail search can drive organic traffic to your site, increase conversions, and improve your digital marketing results.

Get in touch with our SEO specialists if you would like expert advice on how to build an effective long-tail SEO strategy for your business.

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