Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase. They’re a little bit counter-intuitive, at first, but they can be hugely valuable if you know how to use them.
Take this example: if you’re a company that sells classic furniture, the chances are that your pages are never going to appear near the top of an organic search for “furniture” because there’s too much competition (this is particularly true if you’re a smaller company or a startup). But if you specialize in, say, contemporary art-deco furniture, then keywords like “contemporary Art Deco-influenced semi-circle lounge” are going to reliably find those consumers looking for exactly that product.
Managing long-tail keywords is simply a matter of establishing better lines of communication between your business and the customers who are already out there, actively shopping for what you provide.
Think about it: if you google the word “sofa” (a very broad keyword sometimes referred to as a “head term”) what are the chances you’re going to end up clicking through to a sale? But if you google “elm wood veneer day-bed” you know exactly what you’re looking for and you’re probably prepared to pay for it then and there.
Obviously, you’re going to draw less traffic with a long-tail keyword than you would with a more common one, but the traffic you do draw will be better: more focused, more committed, and more desirous of your services.
By targeting longer, more specific long-tail keywords in your Google AdWords campaigns, you can get higher ad rankings on relevant searches without having to pay a premium for every click
It is much easier to rank for long tail keywords than for more common keywords. Another benefit for focusing on long tail keywords is that, although these keywords are used less in search, the visitor that finds your website using them is more likely to buy your service or product.
The longer and more specific the search terms are, the higher the chances of conversion are.