Learn what long-tail keywords are and understand how to use them in your digital strategy – WAU

Long-tail keywords are used in marketing strategies to reach Google’s top positions for terms that have low search volume and little competition. Generally, the concept is represented by the image of a dinosaur standing with its tail on the ground.

What makes a blog or website reach Google’s top positions? There are several ranking factors that help a page to beat the competition. However, the choice of keywords is one of the most important issues in SEO strategies.

In Digital Marketing, we have two types of keywords: long tail and head tail. Both directly impact the results, but the first option can get your page to the top of Google more easily, increasing traffic and conversions.

Long tail, also known as long tail, have low search volume, however, competition on the internet is less. Therefore, it is easier to achieve great results when compared to head tail, since, in this case, the search volume is higher and the competition is quite high.

Therefore, long tail keywords receive special affection in Content Marketing, as generate faster and more impactful results than another type of keyword.

Want to know how to improve results and win great positions on Google? So, keep reading this article!

After all, what is long tail?

The term “long tail” gained prominence after the publication of an article by author Chris Anderson on the topic. The concept went even further after the book written by the same author, entitled The long tail – from the mass market to the niche market.

Long tail refers to a strategy that seeks to achieve several things with low demand, instead of focusing on a few things and with many requests. In retail, this is widely used by entrepreneurs. Drogaria Araújo, for example, sells several popular items, while Brasil Cacau sells only chocolates.

The long tail can be represented by a dinosaur image. Imagine that it is standing and its tail on the ground. At the top, we have those things that we consider more generic, with more demand, however, the quantity is limited.

The tail part of the dinosaur refers to the most specific and least demanded things. In retail, generally, products that are on the long tail are more profitable accumulated.

Keywords head tail and long tail: what are the differences?

What comes to your mind when it comes to Content Marketing strategies? You probably answered that you want to reach the top positions of Google, right? In marketing, long-tail keywords help in pursuing that goal.

In producing an article, for example, the author can use keywords head tail and long tail. They can also be interpreted using the image of a dinosaur that was mentioned in the previous topic.

Head tail

On the top of the animal are the head tail. Their terms are generally broader and more basic. Words usually answer only one question. An example would be this: “what is digital marketing?”

Head tail keywords have a high search volume. This characteristic means that several readers are researching the content that is linked to this topic.

There are several examples of keywords head tails:

  • business management;
  • marketing;
  • men’s clothes.

The high search volume for these keywords attracts the attention of any marketer, as they have the ability to reach various types of people. However, the number of searches brings a lot of competition, both in organic and paid traffic.

Long tail

Now, think about the following scenario: a reader who does research on “marketing” can look for several subjects. The reader can search, for example, for a marketing agency, a course on the area, a freelancer or even the meaning of the word.

Therefore, when producing content for your blog, it is essential adjust the search terms so that the reader finds that subject that is most aligned with their expectations.

In practice, long tail are the variations of a given main keyword in a strategy, bringing more efficiency when searching. We can quote some examples of long tail keywords from the term “marketing”:

  • content marketing course;
  • digital marketing;
  • content marketing;
  • defenders marketing.

In this scenario, long tail keywords may not have the same number of searches as head tail keywords. However, long tails do not require as much investment, as the competition is much less for the top positions on Google.


How to rank first on Google for any keyword?

Keyword research: how to do well in SEO!

Why invest in the long tail?

One of the advantages of using the long tail in your marketing strategies is that it places your article more easily on Google. The simple fact that it has less competition is one of the factors that take a well-written and optimized text to the top positions of the largest search engine in the world.

Another positive point is that the long tail keywords decrease the bounce rate of your blog or website. After all, readers are able to find the exact answers to what they are looking for on the internet.

The long tail keywords are responsible for bring more qualified clicks to your site. They have the power to generate more return on investment, compared to the keywords head tails.

This is because this type of keyword encourages the reader to go where they want to go, with the best solution to their problem. That is, they lead the reader to a conversion, such as downloading rich material or buying a product.

When to use the long tail?

A good marketer should use the long tail quite often, especially if the goal of their strategy is traffic generation or lead management.

Therefore, always try to be specific. Define the subjects that can be removed from a head tail and write more direct content on the topic. However, the choices of long tail keywords cannot be made in any way.

There are tools that can make your job easier, like Keyword Planner, SEMrush and Ubersuggest. They are very practical and help to make decisions based on data and not only on “guesses”.

Keyword Planner

This tool was created by Google itself and can be found on the Adwords platform. Using your resources is not a complicated task. To give you an idea, after creating an account, just type in the term you want to search and important data will be listed, such as search volume and competitiveness.


The Russian tool has a London version and a very complete database. It is a great option for those who want to do more in-depth keyword research.

In the tool, you can enter a term you want to search for. Then, several keywords appear that are related to this subject, that is, the long tail.

In the results, the user has access to the search volume and also to the CPC, which means cost per click. This data is interesting for those people who intend to invest in paid media, as it shows how much it is necessary to spend for each click on a keyword ad.

Keyword Tool

Another interesting tool is the Keyword Tool. It is very practical to use, just like SEMrush and Keyword Planner. The platform provides a good report with several long-tail keyword suggestions. In addition, it presents data such as search volume, CPC and the level of competition.


The last tool on our list is Ubersuggest, which was created by Neil Patel. There, you can identify which terms are most recommended for the business or which keywords are trending.

How to use the long tail in a strategy?

Now that you know what long tail is and know its characteristics and benefits for a marketing strategy, how about knowing some secrets to put it into practice in your business?

To help you in this task, we have listed some fundamental tips that can make choosing these keywords more efficient, bringing more qualified accesses to your blog or website.

Choose your goal

Defining a good keyword will only yield positive results if you understand the reasons why you are searching for a particular term. That’s because, if your goal is to generate more traffic, your search will work in a way. On the other hand, if your mission is to increase sales, your strategy will be done in another way.

The purpose of your strategy significantly changes your choice of keywords, as well as the channel in which it intends to operate and the resources that will be used to achieve the goals.

Invest in synonyms

Using long tail keywords works well when we can think about how the reader can search about a particular topic on Google. At times, the word that came to mind can be used synonymously by your future customer. So, use and abuse this feature.

Pay attention to the size

A good long tail keyword is one that contain at least 4 keywords or between 11 to 20 characters. It is recommended that these terms are not small as “management”, nor as long as “what are the management trends for the future”.

We know how important a good search, the use of synonyms and the correct length of a long tail keyword are important. However, you cannot follow these rules and forget to produce quality content.

Remember: good content is one that can answer the reader’s doubts, that is unique and that impacts the persona’s life in some way.

Long tail keywords bring great results to a marketing strategy, such as increased conversions and more visits to your blog or website. However, online work goes far beyond choosing a keyword.

So to achieve your goals, in addition to understanding the details of the long tail, you need to know about email marketing, social media, paid media, Content Marketing, SEO, among other issues that impact the success of your strategy.

To help you understand all these concepts and put them into practice in your business, download the free Digital Marketing ebook: Complete Guide from Websites Are Us.