Why they are called long tail
If you chart every search in a market by how often it happens, a few popular terms form the “head”, and a huge number of rare, specific searches form a long “tail”. Together, those rare searches add up to a large share of all searches.
Why long-tail keywords are valuable
- Less competition: fewer strong sites target them, so newer and smaller sites can rank.
- Clearer intent: “emergency plumber Solna open Sunday” says exactly what the searcher wants.
- Higher conversion rates: specific searches usually come from people closer to buying.
- Lower costs in Google Ads: specific keywords often cost less per click.
How to find them
- Google’s autocomplete, “People also ask” and related searches
- The queries your site already appears for in Google Search Console
- Keyword tools such as Google Keyword Planner, Semrush and Ahrefs
- Questions from customers, sales calls, reviews and forums
How to use them
Don’t create a separate page for every small variation. Group long-tail keywords with the same intent and answer them on one strong page, or use them for the sections and FAQs of a broader guide. A page that covers its topic well can rank for hundreds of long-tail searches at once.
Long-tail example
| Broad keyword | Long-tail version | Why it can win |
|---|---|---|
| running shoes | running shoes for flat feet and wide toes | Specific need, clear buyer |
| seo | seo for a small dental clinic in Malmö | Clear location and business type |
| crm | crm that works with gmail for 5 users | Specific features and size |
How to find long-tail keywords
- Start with the broad topic and use autocomplete and “People also ask”.
- Check which queries already bring impressions in Search Console but few clicks.
- Read sales calls, emails and reviews for the exact words customers use.
- Group similar phrases and make one page per group.
- Check the results page to see that your page type fits.
Long-tail keyword mistakes
- Writing a thin page for every small variation.
- Choosing phrases with no real buyer.
- Ignoring them because each has low volume. Together, they add up.
Long-tail keyword FAQs
Are long-tail keywords good for new sites?
Yes, because there is less competition. Read our guide to long-tail keywords for SEO and keyword research.
Do they convert better?
Often, because they show a clearer intent. See keywords and conversion rate.