There are plenty of other long-tail keyword tools that you can use for uncovering opportunities to rank in organic search. Many marketers use Google Keyword Planner to get ideas, but this tool is limited in that it refers more directly to paid search data. Also, it's much easier to rank for long-tail keywords versus their more general counterparts, as long-tail keywords comprise 92% of all keywords typed into search engines. Long-tail keywords are especially valuable in retail because their high specificity indicates high purchase intent. This creates a skewed distribution, as illustrated below: As queries around a topic become more specific, the search volume decreases while the likelihood of conversion increases.

The term “long-tail” refers to the “long tail” of a search’s demand curve. They’re typically three or more words long. Long-tail keywords are usually well-thought-out queries in the form of questions, phrases, and sentences. That's why, when conducting keyword research, it's important to target lengthy, highly-specific keywords - these are known as long-tail keywords.

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