When it comes to SEO, everyone wants to rank on the first page of Google—but not everyone has a national budget to compete for broad, high-traffic keywords. That’s where long-tail keywords come in. These longer, more specific phrases may not draw in massive crowds, but they do something even better: attract the right people who are already looking for exactly what you offer.
In this post, we’ll break down what long-tail keywords are, why they matter, and how to use them to drive real results for your business or nonprofit.
What Are Long-Tail Keywords?
Long-tail keywords are longer, more specific search phrases—think “best organic dog food for senior dogs” instead of just “dog food.” While they typically have lower search volume, they offer higher intent and less competition, making them powerful tools for smaller websites looking to grow steadily.
Brian Dean at Backlinko notes that long-tail keywords account for the majority of online search traffic. In fact, they’re often what real people are typing into Google when they’re close to taking action—whether that’s making a purchase, booking a consultation, or signing up for a service.
Why Long-Tail Keywords Matter (Especially for You)
If you’re a small business or nonprofit, your website likely doesn’t have the same domain authority as large brands. But that’s okay—long-tail keywords let you compete in a more strategic way. Here’s why they matter:
They attract qualified leads. Someone searching for “affordable website design for nonprofits in Virginia” knows what they need—and if that’s what you offer, you’re a perfect match.
They’re easier to rank for. Instead of fighting thousands of sites for “website design,” you’re standing out in a smaller, more targeted space.
They support your content strategy. Long-tail keywords naturally lend themselves to educational blog posts, service pages, FAQs, and more.
Yoast explains it well: long-tail keywords help you “zoom in on your niche,” which is exactly what Google wants—content that directly meets a searcher’s intent.
How to Choose the Right Long-Tail Keywords
Here’s a simplified approach, drawing from Semrush’s keyword research guidance:
Start with your core offering. What do you actually want to be found for? For example: “WordPress SEO services.”
Build on that with specifics. Think about who you serve, where you’re located, or what problem you solve:
“WordPress SEO for nonprofits”
“Affordable SEO packages for small businesses in Virginia”
Use tools for ideas. Semrush’s Keyword Magic Tool, Google’s autocomplete, and AnswerThePublic are all great places to find real, longer search terms people are using.
Check search intent. Does the keyword match what your page delivers? Someone searching “how to fix slow WordPress site” is looking for a guide—not a sales pitch.
Where to Use Long-Tail Keywords
Once you’ve chosen your keywords, it’s time to put them to work:
Blog posts: Answer questions or solve problems related to your long-tail keywords.
Service pages: Include them naturally in headlines, subheads, and body copy.
Meta descriptions and titles: Help both users and search engines understand what your page is about.
Image alt text: Bonus SEO value and accessibility win.
Want to make sure your content is fully optimized once you’ve chosen your keywords? Our on-site SEO basics guide breaks down everything from title tags to internal linking.
Final Thoughts
Long-tail keywords aren’t just a workaround for small budgets—they’re a smart, strategic way to connect with the people most likely to need what you offer. By focusing on specificity, value, and user intent, you’re not just chasing traffic—you’re building trust, visibility, and conversions that grow over time.
Need help finding or implementing long-tail keywords on your WordPress site? Let’s talk.
And remember—regular maintenance supports SEO by keeping your site fast, secure, and performing at its best long after your keywords start ranking.