Long-tail Keyword
A long-tail keyword is a longer, more specific search query—typically three or more words—that has low individual search volume but clear, well-defined intent. Because such queries are extremely numerous, their combined volume accounts for a large share of all searches, and they tend to face less competition and convert at higher rates.
- Long-tail keywords are longer search queries with low monthly volume but specific, clearly defined intent, usually made up of three or more words.
- Backlinko's analysis of 306 million keywords found that 91.8% of all keywords are long-tail, yet they account for just 3.3% of total search volume.
- Their low competition (keyword difficulty) lets new and small sites rank, and their sharp intent tends to drive higher conversion rates.
- Where short, broad short-tail keywords monopolize search volume, the long-tail strategy captures traffic by aggregating countless pockets of niche demand.
- Cover a parent topic well and its long-tail variations often surface alongside it automatically.
Overview
A long-tail keyword is a longer search query that has low search volume but specific, clearly defined intent. If "running shoes" is a broad short-tail keyword, then "best flat-foot running shoes for wide feet" is a long-tail keyword with sharp intent. Individual volume may be only a few dozen searches a month, but the sheer variety of such queries is so vast that, taken together, they form a substantial portion of the entire search market.
The name comes from the shape of the search-volume distribution graph. A small number of high-volume keywords forms the tall head at the front of the curve, while a vast number of low-volume keywords stretches far to the right, forming the tail—hence "long-tail."
Why the Long-tail Matters
According to Ahrefs, 93% of keywords in its U.S. database get fewer than 10 searches a month—roughly 2.3 billion keywords—while only 17,730 keywords exceed 100,000 monthly searches. On top of that, around 15% of searches Google handles every day are entirely new queries never seen before. In other words, the true nature of search demand lies not in a handful of popular keywords but scattered across an endless variety of long-tail queries.
Short-tail Comparison
| Dimension | Short-tail Keyword | Long-tail Keyword |
|---|---|---|
| Length | 1–2 words (e.g., "laptop") | 3+ words (e.g., "best lightweight laptop for video editing") |
| Individual volume | High | Low |
| Competition / difficulty | Very high | Generally low |
| Search intent | Vague, broad | Specific, clear |
| Conversion rate | Tends to be low | Tends to be high |
| Number of keywords | Few (a fraction of the total) | Many (91.8% of all keywords) |
Characteristics
Low competition: Ahrefs notes that long-tail keywords generally carry low keyword difficulty, giving new and small sites a realistic shot at ranking. That said, not every long-tail keyword is easy—some are fiercely competitive.
High conversion intent: The longer and more specific a query, the more likely the searcher already knows exactly what they want. Someone searching "flat-foot knee-cushioning running shoes 270mm" is far closer to a purchase decision than someone searching "running shoes." This is why long-tail keywords tend to convert at higher rates.
Two Types of Long-tail Keywords
Ahrefs distinguishes two kinds of long-tail keywords.
- Supporting: variations of a popular keyword. For example, "best healthy dog treats" is a variation of the parent topic "dog treats"; rank for the parent topic and these variations often surface alongside it automatically.
- Topical: unique topics with their own independent search intent. Rather than simple variations of a parent topic, these represent demand that warrants its own dedicated content.
Evidence and Data
Using DataForSEO and Ahrefs data, Backlinko analyzed 306 million U.S. keywords and found that 91.8% of all keywords were long-tail (1–100 searches a month), yet these accounted for just 3.3% of total search volume. The same analysis found keyword length inversely related to search frequency: keywords of five or more words drew roughly 10 times less volume on average than shorter ones. The average length across all queries was 1.9 words.
The takeaway from this data is clear. A few short-tail keywords monopolize search volume but face brutal competition, so the practical strategy is to accumulate countless long-tail keywords to build traffic and conversions.
Execution Checklist
- Define the parent topic (short-tail) first, then expand into long-tail keywords through question-, comparison-, and condition-based variations beneath it.
- Combine intent-revealing modifiers such as "best," "how to," "vs," "price," and "reviews" to surface keywords.
- Collect real user questions from autocomplete, "related searches," and People Also Ask in keyword tools.
- Prioritize long-tail keywords that pair low keyword difficulty with clear intent.
- Cover supporting long-tail keywords within the parent topic's content, and build topical long-tail keywords as dedicated pages.
- Identify long-tail keywords with strong conversion intent that leads to purchases or inquiries, and prioritize them.