Long Tail Keyword

Long Tail Keywords or “long-tail” are longer, more specific search phrases, usually consisting of three or more terms, that tend to have lower search volume but higher purchase intent.

For example, instead of optimizing for “shoes,” a company might optimize for “running shoes for women with high arches”: although the latter phrase might have fewer total searches than the main keyword, people searching for it are likely to be closer to making a purchase, making this an effective strategy.