Long-tail keywords
Longer, more specific queries
Long-tail keywords are longer, more specific search queries made up of several words, such as “waterproof kids’ winter boots.” Fewer people search for them, but with clear intent. They face lower competition and often convert at a higher rate than short, generic terms.
Why it pays to target the long tail
Short terms like “boots” are searched by huge numbers of people, but the competition for them is extreme and the user’s intent is unclear. Longer queries, by contrast, reveal exactly what a person wants. Someone searching for a specific product with specific features is usually closer to buying.
Long-tail terms face less competition, so it is easier to rank for them near the top. While a single such term brings fewer visits, together long-tail queries make up a substantial share of a site’s overall traffic.
How to use long-tail keywords
Start by mapping the questions and phrases your customers actually use. Then weave these terms into product and category descriptions, blog articles, and FAQs on your site.
Long-tail queries are also ideal for content that answers specific questions. That gives you a chance to appear in featured snippets right at the top of the results.
- Draw on real customer questions and support inquiries.
- Create content that answers a specific question precisely.
- Use them in product and category descriptions in your store.
- Track which long queries already bring traffic and expand on them.
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Explore our SEO servicesFrequently asked questions
Is it worth targeting terms that few people search for?
Yes. Although a single long-tail term brings fewer visits, those visitors have clear intent and a higher chance of buying. Together, these terms also make up a large share of total traffic.
How do I find suitable long-tail keywords?
Draw inspiration from customer questions, the search autocomplete, and the related-queries section. Keyword research tools also help by showing specific phrases and their search volume.
Are long-tail keywords suitable for a small website too?
They are ideal precisely for smaller sites. Thanks to lower competition, you have a real chance to rank high even without a big budget and gain relevant traffic.