Updated 2025
Long-Tail Keywords = Small Searches, Big Returns
Have you ever searched for something ultra-specific like “dog groomers in Southampton open on a Sunday”? That’s a long-tail keyword, and while it won’t bring millions of clicks, it’ll get the right ones. You know, the people who are ready to act.
Maybe you’ve launched a new service. The website’s live, ads are running, but what about your rankings? They’re flat. Static. Why? Because search terms like “SEO services” are drowning in competition . . . So, you shift your focus to something like “SEO support for property developers Dorset”, and suddenly *clicks*.
Sure, there are fewer visits, but there are better results. Enquiries. Conversions. Real performance. That’s the power of long-tail keywords. They don’t just increase visibility; they improve findability and the kind of traffic that drives action.
In this blog, we’ll explain what long-tail keywords are and why they are more important than ever. We’ll also show how they can help your content rank faster, convert better, and reach the people who are already searching for you.
What Are Long-Tail Keywords?
Long-tail keywords are particular search phrases that typically contain three or more words. They’re used by people who know exactly what they want. No matter whether that’s a “family-friendly café near Bournemouth Pier” or “refillable eco water filters UK.”
They’re called “long-tail” because they sit at the extended end of the search demand curve. Each term is low in volume but taken together, long-tail searches account for the majority of all online search traffic. In fact, according to Search Engine Land, long-tail queries represent over 70% of all Google searches.
Unlike broad terms like “marketing” or “coffee”, long-tail keywords:
- Have less competition, meaning they’re easier to rank for
- Deliver higher intent traffic, meaning more potential conversions
- Align closely with voice search and natural language patterns
At b4b, we regularly help clients in competitive markets achieve the top spot in search results. We accomplish this by targeting these detailed, high-intent queries as part of a more strategic SEO approach. It’s a cornerstone of how we build performance-led content clusters.
Interested? You can read this blog on why you should hire an SEO agency for your small business.
Why Are Long-Tail Keywords Important for SEO?
As a general rule of thumb, SEO isn’t just about being seen. It’s about being found by the right people. That’s precisely where long-tail keywords come in.
Long-tail keywords stand apart from short, high-competition terms. Instead, due to the exactness of their query, they attract users who are more likely to take action. Whether they’re ready to book a service, buy a product, or get an answer fast, they’re using specific searches to get there.
From an SEO perspective, these queries are powerful because they:
- Are easier to rank for, especially on newer or lower-authority websites
- Let you build topical authority around a theme without keyword cannibalisation
- Help your content match voice search patterns, which now dominate mobile and smart speaker use
The UK’s Department for Science, Innovation and Technology (2023) reports that over 29% of businesses in the UK adopted AI or voice tools. That was two years ago, and this trend is well on its way to changing how users ask questions online.
So keep in mind that when your content is clear, relevant, and well-optimised, long-tail keywords will do more than boost niche rankings. They will also support visibility for wider phrases embedded within them.
7 Benefits of Using Long-Tail Keywords
- Higher Conversion Rates: Long-tail searchers are more decisive. They’re not browsing; they’re looking to act. This means you can expect more engagement and a higher chance of conversion, especially on product or service landing pages. We experienced this with clients like Fohen. By using intent-led keywords, their focused targeting strategy led to a 2,545% increase in conversions.
- Easier to Rank For: Short-tail keywords are often dominated by large brands. But “eco-conscious water filter subscriptions UK”? That’s a space you can own. By focusing on lower competition terms, your content gets seen faster.
- Better for Voice Search & AI Queries: People using smart assistants speak in complete sentences. That’s why queries like “What’s the best budget CRM for tradesmen?” are your SEO opportunity. Long-tail keywords mirror natural language, and modern search engines reward that.
- Builds Internal Linking & Content Structure: Use multiple long-tail keywords related to a theme. This can help you create a strong internal linking strategy because every blog post supports your main service page. Our copywriters work hard to ensure that every article improves your site’s layout and helps search engines recognise your niche.
- Supports Short-Tail Rankings: Google reads context. So, when you optimise for “best small business accounting software UK,” you’re also reinforcing relevance for broader terms like “accounting software.” Over time, this improves your visibility across the board.
- Improves User Experience: When your content answers a specific question, bounce rates fall and time-on-page increases. That’s good for users and great for search rankings.
- Drives Long-Term Visibility: Each long-tail keyword might only attract a few visitors. However, collectively, they bring steady and reliable traffic over time. And they’re less vulnerable to major Google algorithm updates, which often impact broader keywords first.
Long-Tail Keywords vs Short-Tail Keywords
Short-tail keywords — also called head terms — are broad, competitive, and often vague. Think: “decking”, “SEO”, or “shoes.” They’re searched for more often, but they’re harder to rank for and usually attract less targeted traffic.
Long-tail keywords, on the other hand:
- Are longer and more descriptive (e.g. “holiday home decking ideas UK”)
- Have lower search volume, but higher intent
- It's far more achievable for regional businesses or niche brands
Think of short-tail terms as motorway billboards. They receive plenty of traffic, but they incur high costs and come with a lot of noise. Long-tail keywords, on the other hand? They’re more like signposts on a quiet country road. Fewer people see them, yes, but most of those who do stop and act.
At b4b, we use both. Short-tail keywords form the foundation of our pillar content. Meanwhile, long-tail terms shape our supporting blogs and FAQs. Together, they build topical authority and maximise ranking potential.
It’s worth noting that they should be the core of any digital marketing strategy as they’re tailored to match both your market and your audience’s search habits.
How to Find Long-Tail Keywords for Your SEO Strategy
Long-tail keyword research isn’t guesswork; it’s about listening to your audience and observing how they ask questions.
Here are four proven ways to find them:
- Use Google Autocomplete & “People Also Ask”: Start typing a query into Google and observe what suggestions it provides. This is based on real user search patterns and often reveals niche opportunities.
- Mine Customer Conversations: Review support tickets, FAQs, live chat logs, or sales enquiries. If a customer has asked for it, others are likely to be searching for it as well.
- Check Forums & Review Sites: Websites like Reddit, Quora, and Trustpilot have plenty of real-life reviews and phrases. These are goldmines for conversational keyword ideas.
- Use Keyword Tools with Filters: Tools like Semrush and Google Keyword Planner are your friends. They allow you to sort by low difficulty, low competition, and high intent and are a fast way to find specific phrases your competitors may have missed.
Once identified, these long-tail terms can form the core of your blog content and be internally linked to key service or product pages. That structure improves both user flow and SEO performance.
Why Long-Tail Keywords Matter Even More in 2025
Search is changing (or has changed!) fast. AI tools like ChatGPT, Google’s Search Generative Experience (SGE), and voice assistants have transformed the way we search online. Now, it’s less about keywords, per se, and more about conversations.
That’s precisely where long-tail keywords shine.
- These natural, detailed queries:
- Align with voice and AI searches
- Increase your visibility in Featured Snippets and AI-generated summaries
- Match how people ask real questions, especially on mobile
The UK Government’s National AI Strategy points out that conversational AI and natural language processing are vital technologies. That was back in 2021, but they’re still driving innovation in UK industries and changing how people connect with search tools.
Smarter SEO Starts with Specificity
Specific searches. Better clicks. Smarter SEO wins.
Long-tail keywords may not grab attention, but they excel in key areas: clarity, conversion, and search visibility. They connect your content to people who are actively seeking a solution, and those people are often ready to take action.
If you focus too much on broad, generic keywords, you might miss out on traffic that’s already looking for you. At b4b, we create SEO strategies that go beyond numbers. We build strategies that link your content with the right people at the right time. Are you ready to take a smarter approach to SEO?
Call 01202 684400 or get in touch with b4b's team for a tailored keyword strategy built for how people search now.
