Just imagine for a moment that you are looking for a left-handed heat resistant candle. In front of you are two shops, one called ‘Candles’, and the other called ‘Left-Handed Heat Resistant Candles’. Which would you choose?

We’ll overlook for the moment the fact that the second shop is unlikely to be doing a roaring trade, but the point is that if you can see a retailer or service provider who is offering exactly what you’re looking for then you are more likely to find out more than if the retailer or service provider was merely offering a generally related product or service.

Most of us today want answers and we want results and we want them now, and so detailed and exact answers to what we’re looking for work best. Perhaps in part the internet is to blame for this new shortened version of patience, but it works the other way round as well.

Because if you are not currently using longtail keywords within your search engine optimised content, blogs and articles, you’re missing out on the most targeted traffic imaginable.

If you’re selling sports equipment, then as well as focusing on the keywords ‘sports equipment’, along with over a billion competing retailers, why not include a few longtail key phrases, such as ‘maxi head carbon fibre hockey stick’?

That longtail key phrase only generates around 4,000 results (over 25,000% fewer!), with no exact matches. It would be easy to optimise your content for such a longtail key phrase, almost guaranteeing a top slot in the search results, and although you won’t generate massive traffic, almost every single person who clicks on that result will be looking for exactly what you’re offering, increasing the chances of a sale. Longtail key phrases are the short way to success.