Long-tail keywords (LTKs) are specific keyword phrases. For example, you might search for ‘pink rubber inflatable dinghy’—that would be an LTK. You’re probably more familiar with broad, competitive, or head keywords. The kind of industry terms that attract lots of search traffic. It’s a good idea to have a diverse selection of keywords to nail your traffic goals.
Long-tail keywords and organic traffic.
Organic traffic, AKA search traffic, is what website owners want: strangers finding them on the internet. To attract the most traffic, you target a broad industry keyword. The trouble with broad keywords is they’re generic; they don’t reveal what you really do or offer, specifically speaking. Your unique selling proposition (USP) can give you the SEO edge. (In normal English, a USP is what makes you different from your competitors.)
Long-tail keywords allow you to qualify search traffic:
“Qualified web traffic equals visits from your ideal client/target audience. These users are browsing the internet, typing keywords that perfectly match the service or product you offer.”
Perhaps you don’t do anything wildly different from your business rivals, but LTKs are still for you. Take me as an example. I’m an SEO consultant. That’s a very generic keyword. Lemme tell ya, my website link doesn’t land on page one for ‘SEO consultant’. Coz I’m googling from my location, my business does rank number one in the Local Pack (a selection of three local businesses).
So here are a few long tail keywords (as of March 2026) I rank for:
- Freelance SEO consultant
- Freelance SEO consultant Oxford
- Freelance SEO expert
The power of long-tail keywords.
Unlike broad keywords, LTKs don’t attract mammoth amounts of organic traffic, but their specificity is their strength. Long-tail keywords are loaded with commercial and transactional search intent (intent to buy or take action).
“Search intent equals user behaviour. It’s the ‘why’ behind every search engine search query. When you pop a keyword or keyword phrase into Google or ChatGPT, there’s a reason for it. You are motivated by a specific intention.”
You know what it’s like, you’ve decided to buy a black PVC gimp suit (haven’t we all), so you google that phrase. Because that’s exactly what you want. When you’re serious about your intentions, you get into the details.
Finding your LTKs.
Long-tail keywords should be part of your SEO armoury. To find yours, ask yourself these questions:
- What do I do?
- Who do I do it for?
- Is the service local?
- Do I specialise/niche?
- Do I have a unique approach?
Before you know it, you’ll have a list of detailed keyword phrases (AKA LTKs) that you can plug into a keyword tool and check how valuable they are.
SIDE NOTE: Users might not be searching for your LTKs. That might be because your industry is pretty niche. Or, it might be because you just haven’t found the right keyword combinations. SEO is an exact science. There’s a lot of trial and error. But SEO’s for life, not just Whit Sunday or any other Christian festival.
Article first published, 29th May 2024.
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