Long-Tail Keyword
A specific, multi-word search phrase with lower volume but higher conversion intent.
A long-tail keyword is a specific search phrase, typically three or more words, that targets a narrow topic. "Shoes" is a short-tail keyword. "Best waterproof running shoes for flat feet" is a long-tail keyword.
Long-tail keywords individually have lower search volume, but collectively they make up the majority of all searches. About 70% of search queries are long-tail. They're also much less competitive — it's easier to rank #1 for a specific phrase than a broad term.
The biggest advantage of long-tail keywords is intent. Someone searching "shoes" could want anything. Someone searching "buy Nike Air Max 90 size 10 black" knows exactly what they want and is ready to buy. Higher intent means higher conversion rates.
For new or smaller sites, long-tail keywords are the fastest path to organic traffic. You won't beat Nike for "running shoes," but you can absolutely rank for "best running shoes for beginners with wide feet."
Why It Matters for SEO
Long-tail keywords are easier to rank for, have higher conversion rates, and collectively drive more traffic than a few competitive head terms. They're the foundation of a smart content strategy, especially for newer websites.