Why the long-tail provides 70% of organic traffic and how to collect it
Most website owners focus on high-frequency queries, overlooking a huge layer of traffic. This layer is the so-called "long-tail," which consists of low-frequency but very specific search phrases. Statistics show that up to 70% of all search queries are long-tail.
What is the long-tail and why it's the future of SEO
| Term | Description |
|---|---|
| Long-tail query | A low-frequency search query, usually consisting of 3-5 or more words, that precisely describes a user's need. |
| Clustering | The process of grouping semantically related search queries into clusters (groups) based on a common user intent. |
| Search intent | The intention or goal a user has when entering a query into a search engine (e.g., to find information, make a purchase). |
| Organic traffic | Visitors who come to a site from search engine results naturally, rather than through paid advertising. |
Most website owners focus on high-frequency queries, overlooking a huge layer of traffic. This layer is the so-called "long-tail," which consists of low-frequency but very specific search phrases. Statistics show that up to 70% of all search queries are long-tail.
The main advantage of such queries is their low competition and high conversion rate. A user searching for "buy red case for iphone 15 pro max with delivery to moscow" is much closer to making a purchase than someone who simply searches for "iphone". Working with the long-tail allows you to attract a more targeted audience that is ready to take action.
To fully understand the process, it's important to grasp the key terms that form the basis of this strategy.
Step 1: Finding and collecting low-frequency queries
The first and most crucial stage is collecting a semantic core consisting of long-tail queries. The task is to find as many specific phrases as possible that your target audience uses. There are several effective methods for this.
The primary source is the search engines themselves. Suggestions as you type a query, the "people also ask" box, or "related searches" at the bottom of the results page are all treasure troves of ideas for the long-tail. Analyzing competitor sites can also provide a wealth of useful information about the queries they rank for.
To automate and deepen the process, specialized SEO tools are used. They allow you not only to collect thousands of keywords but also to assess their search volume and competitiveness. The collection process can be broken down into the following steps:
- Define base queries. Start with 10-20 core, high-frequency keywords that describe your niche.
- Use SEO services. Upload your base queries into tools like Ahrefs, SEMrush, or Serpstat to expand your semantics and find long-tail variations.
- Analyze search suggestions. Manually or using scrapers, collect all the suggestions that Google and Yandex provide for your base keywords.
- Study competitors. Analyze which low-frequency queries are driving traffic to your main competitors.
- Filter and clean up. Remove irrelevant, duplicate, and "junk" queries from the resulting list to keep only high-quality keywords.
Step 2: Clustering the semantic core
Once you have a huge list of thousands of low-frequency queries, it's impossible to work with it in its raw form. The next logical step is clustering, which means grouping queries by meaning and user intent.
The goal of clustering is to create logical groups of queries, for each of which a single comprehensive article can be written. For example, the queries "how to choose a tent for mountain hiking," "which tent is best for mountaineering," and "mountain tent ratings" should all fall into one cluster, as the user is looking for information to choose a mountain tent.
Properly executed clustering helps solve several key tasks:
- Create a logical site structure.
- Avoid keyword cannibalization, where multiple pages compete with each other for the same queries.
- Cover the topic as comprehensively as possible within a single article, answering all potential user questions.
- Simplify the content plan creation process.
You can group queries manually, which is labor-intensive, or by using automated services that analyze search results and group keywords for which the same pages rank.
Step 3: Generating content for the finished clusters
Each query cluster is essentially a ready-made content brief for an article. The task now is to create high-quality, useful, and optimized content that will fully cover the cluster's topic.
The article should provide a comprehensive answer to the user's main question and touch upon all related subtopics represented by the queries in the cluster. It's important not just to list keywords but to integrate them organically into the text, making it natural and easy to read.
The structure of such an article typically includes an introduction, several logical sections covering different aspects of the topic, and a conclusion. Using headings (H2, H3), lists, tables, and images helps improve readability and information comprehension. The main goal is to satisfy the user's search intent so they don't have to return to the search results to find more information.
Step 4: Multilingual support and internal linking
If your business targets an international market, the long-tail strategy is easily scalable. The process of collecting and clustering queries is repeated for each target language. It's crucial not just to translate keywords but to conduct full-fledged semantic research in the local language, taking into account cultural and linguistic specifics.
The final, but no less important, stage is internal linking. After you have created dozens or hundreds of articles for long-tail clusters, you need to link them together. This helps search engine bots better understand the site's structure and distribute link equity among the pages.
Proper internal linking increases page relevance and improves behavioral factors, as users stay on the site longer by following links to related topics. Here are a few rules for effective internal linking:
- Link only semantically relevant pages.
- Use keywords as anchors (link text), but do so in a varied and natural way.
- Link from more authoritative pages to less authoritative ones to pass on link equity.
- Create "hub" pages (main articles on a topic) that link to many more specific long-tail articles and vice versa.
