Long-tail keyword
Description
The name "long-tail" comes from the search demand curve. If you plot all search queries on a graph, a few broad keywords (like "shoes" or "software") form the tall "head" of the graph with massive search volumes. The remaining billions of specific queries (like "red running shoes for flat feet" or "enterprise localization software for banking") form a long, trailing tail that stretches to the right. While each individual long-tail keyword gets less traffic, collectively they account for the vast majority – often cited as over 70% – of all web searches.
Long-tail keywords are the language of intent. When users are in the early research phase, they might search for broad terms. But as they move closer to a decision or purchase, their queries become more specific. For global organizations, long-tail keywords present a unique challenge and opportunity. You cannot simply translate an English long-tail phrase into another language and expect it to work. Search behavior is cultural. Effective International SEO requires researching these specific, intent-driven phrases in every target market to ensure content answers the actual questions local users are asking.
Example use cases
- Strategy: Identifying niche, high-conversion phrases in local languages rather than translating English keywords.
- Voice search: Structuring content to answer natural-language questions asked via digital assistants.
- Lead generation: Targeting decision-makers searching for specific solutions.
- Content creation: Building blog posts or FAQ pages that address specific customer pain points in detail.
- PPC: Bidding on specific phrases to lower cost-per-click and increase the relevance of ad spend.
Key benefits
RWS perspective
At RWS, we see long-tail keywords as the bridge between content and connection. We help organizations identify and optimize for these high-value queries across every market they serve.
Our approach combines human linguistic expertise with intelligent data analysis. We don't just translate keywords; we analyze local search intent to find the specific phrases your global customers use when they are ready to buy or engage. Through our creative and digital teams, we ensure that your content is structured and written to answer these long-tail queries authentically. Furthermore, we leverage structured content principles to make these answers machine-readable. By organizing information into semantic components, we help search engines find and feature your content in rich snippets and voice results – ensuring your brand provides the right answer, in the right language, at the right moment.