Long-tail keyword: Definition & example

What does “long-tail keyword” mean?

A long-tail keyword—literally, a search term from the “long tail” of search queries—is a search query that is rarely searched for and is often very precise. It often consists of several words or even an entire sentence.

Keyword: Pump

Long-tail keyword: Submersible pump for rainwater with float switch

A few general search terms are searched for extremely often, but they are offset by countless specific queries that occur only rarely on their own. While these specific search queries usually have a low search volume, they often have a clearer intent and face less competition.

Where does the term “long-tail keyword” come from?

The term “long tail” was coined in 2004 by author Chris Anderson to describe an economic phenomenon: niche products can collectively form a massive market.

In online marketing, the concept was applied to search terms and searcher behavior. The many rare—but sometimes very specific—search queries together form the long tail of search demand.

And with the increasing prevalence of voice searches and AI-driven conversations, in which people more frequently ask questions in complete sentences, such specific and conversational search queries are becoming even more relevant.

Why are long-tail keywords important?

Short and general search terms are highly competitive and difficult to rank for. Long-tail keywords open up market positions where there is less competition and the search intent is clearer.

These search queries are therefore often easier to rank for and may result in a higher probability of a conversion. Overall, many such niche terms can drive valuable traffic without relying exclusively on the futile battle for the few main keywords.

Advantages

Long-tail keywords are often easier to rank for than highly competitive main terms.
They attract visitors with a clear intent who are more likely to become customers.
Collectively, they tap into significant demand potential that can be addressed with a realistic amount of effort.
Long-tail keywords are ideally suited to the growing importance of voice search and AI-powered conversations.

Challenges

Since a single long-tail keyword is rarely searched for, you need many of them to build significant visibility overall.

This is achieved through targeted content that comprehensively covers a specific topic and, in doing so, can address numerous relevant long-tail search queries.

In addition, the relevant long-tail search queries must first be identified through careful research.

Example

A small office equipment supplier tries to rank for the keyword “office chair”—a seemingly hopeless battle against large retailers.

Instead, they begin by tailoring their content to long-tail queries such as “ergonomic office chair for back pain caused by prolonged sitting.”

This long-tail term is rarely searched for, but by people with exactly this problem and a clear intent to buy. The retailer has a much better chance of achieving a good ranking for this query, since fewer competitors are specifically targeting this precise need.