What are long-tail keywords?

Long-tail keywords are longer, more specific search phrases that usually contain three or more words and target a clear intent. Instead of trying to rank for a broad term like CRM software, a long-tail keyword would be best CRM software for B2B sales teams in Belgium.

These long-tail keywords typically have lower search volume than short, generic terms, but they are used by people who know what they want and are closer to taking action. For growth-focused teams, that often means higher conversion rates and more qualified leads from the same or lower media spend.

Why long-tail keywords matter for SEO and ads

In SEO, long-tail keywords help you compete in crowded markets by targeting very specific problems, products or use cases. Because fewer sites optimise for each phrase, it is usually easier and faster to rank for long-tail keywords, especially when you build them on a strong technical foundation and smart keyword research.

In paid search and search engine advertising, long-tail keywords can lower your cost per click and improve ROI. Users searching for something like webflow agency for B2B SaaS website redesign are much more likely to convert than someone simply searching for website agency.

Examples of long-tail keywords

For an e-commerce brand, long-tail keywords could be product plus problem combinations, such as running shoes for flat feet women or organic dog food for sensitive stomach. For a B2B company, they might be niche service searches like industrial IoT consultancy for manufacturing or HubSpot implementation partner Belgium.

Each of these long-tail keywords speaks to a very specific audience and intent. That clarity lets you craft landing pages, offers and responsive search ads that match exactly what the searcher wants, which is key for both quality score and conversion rate.

How to use long-tail keywords in your strategy

  • Map long-tail keywords to different stages of the funnel, from research queries to high-intent "near me" or "pricing" searches.
  • Group related long-tail keywords into clusters and build focused pages or sections that answer all related questions.
  • Use long-tail keywords in titles, headings, meta data and on-page copy, but keep the text natural and useful.
  • Feed your most valuable long-tail keywords into Google Ads or other SEA campaigns and monitor performance closely.
  • Review search query reports and analytics regularly to discover new long-tail keywords and content gaps.

When you treat long-tail keywords as part of a structured, data-driven SEO and SEA plan, they become a powerful lever for predictable growth. If you want a deeper, example-rich playbook, explore our article on using long-tail keywords to boost search rankings, or start with an in-depth SEO audit via Sprint 0 or Sprint 0 Lite to uncover the best long-tail opportunities for your market.