Long tail keyword strategy can break through the bottleneck of the website. Long tail keywords are the opposite of "head" terms, which are more popular or more frequently searched on. For example, "fish tanks" is a head term, but "compare prices whisper aquarium filters" is a long-tail keyword.
Beginner search marketers often focus on head terms when optimizing their sites for organic search or creating pay-per-click campaigns. This is a mistake—long-tail keywords can offer incredible ROI because they're less competitive to rank for organically and less expensive to bid on for PPC. In addition, people using long-tail search queries are often highly qualified and more likely to convert.