The Quest for the Best (Long-tail Keyword)
In the world of Search Engine Optimization(SEO), long-tail Keywords are all the rage and for good reason. If you manage to land that one ever elusive long-tail keyword that is unique to the product or service you are selling, you essentially struck gold. However, chances are that you will have to go through quite a few mid- and long-tail keywords in order to figure out which generate traffic you are hoping for.
This does by no means mean that head terms or short keywords are not valuable, in fact, you need a combination of both to generate good leads. The problem with long-tail keywords lies for instance in their need for specificity. While you may search for shoe laces by just generically entering the term “shoelaces”, typing in your search engine the long-tail keyword “pink shoelaces for Adidas sneakers” is quite specific and will lead you to your desired product much faster and on a very direct path that does not involve having to click dozens of suggested links.
It is often a hard sell to clients that targeting specific and less popular keywords will actually benefit them more than using keywords that already have a high search volume. It seems illogical and yet is a very successful SEO strategy and it works to boot.
Seattle SEO Jayson DeMers brings up a couple of very interesting facts about long-tail keywords. He cites the trend of using natural speech pattern in search engines along with the fact that those searches are rarely grammatically or orthographically correct for the increased importance of unique and market specific long-tail keyword searches.