In the early days of the internet, searches tended to be simple – things like "marketing agency" or "ERP system". This was partly due to the relatively rudimentary search engines of the time, but also to the sheer volume and variable quality of online content. More precise queries weren't needed, and they weren't really possible either.
But think about your own search habits. What kinds of terms do you use to find information today? Chances are your searches have got considerably longer over the past few years. You no longer look things up with a single word. Instead, you ask things like "what is the best CRM for a small business" or "how to choose a good marketing partner for a large engineering firm". In other words, you are already using long-tail keywords!
Why do long-tail keywords work?
Long-tail keywords are more specific, longer, and often phrased as questions. "E-commerce platform" is a generic, short keyword that produces mixed results. "Best e-commerce platform for digital products 2025" is a long-tail keyword or search term. With it, you are looking for quality, fit for purpose, and up-to-date information.
When you optimise content for a long-tail keyword (see our 9-point SEO checklist), you face less competition and rank higher in search results. You also attract higher-quality visitors, because the search signals a genuine need. This translates into a better conversion rate, since your site isn't flooded with tyre-kickers. At the same time, you signal that you understand your customers' needs, because the content is tailored precisely to them.
Why is the importance of long-tail keywords growing right now?
- Search engines understand – or at least strive to interpret – the searcher's intent ever more accurately. AI-powered algorithms such as BERT and its successor MUM favour content that answers the whole question, not just a single word. Long-tail search terms act like a mini-brief: they guide models (including AI) to understand what is really being sought, why, and in what context. Results therefore hit closer to the mark.
- More and more people search by speaking and ask questions in full sentences. Long-tail keywords are gold here, as they can also surface in Google voice search results.
- A B2B buyer always searches for information within a specific context. Optimising for "ERP system" is no longer enough, because solutions are sought for particular industries, company sizes, and budgets – sometimes all at once.
How to make use of long-tail keywords in content production
Start by listening to your customers. Think about the questions they ask salespeople, customer service, or even your social media channels – these are often the most effective keywords.
Conduct keyword research to build a deeper list of search terms. Use SEO tools such as Semrush and Google Keyword Planner (see also AnswerThePublic and AlsoAsked) to uncover genuine question patterns and real search variations.
Focus on solving a specific problem. Guides, case studies, blog posts, and product pages that address a single need are often the most powerful drivers of conversion.
Also make use of FAQ sections and build content along the lines of Google's "people also search for" boxes. Search engines value clearly structured content that answers direct questions – and so do users!
The winner is now the one who understands the customer
Long-tail keywords may not reach a million-strong audience — but they do reach the people who need you, your expertise, and your solutions right now. SEO is no longer just about fishing for clicks; it is about the ability to respond. And that is where the power of intelligently planned and executed content marketing lies.