Why are long-tail keywords important?
Long-tail keywords have two significant benefits – lesser competition and better conversion rates.
Trying to rank with a generalised keyword can be frustrating. Such keywords may have a large number of searches, but they are very competitive. There will be a huge number of sites competing for the same keyword. Bigger businesses with larger budgets for marketing and SEO will take away the top slots.
Long-tail keywords, on the other hand, have fewer websites trying to rank for. The more specific or niche your keyword is, the lesser the competition. Fewer people will be using the search term, and the chances of them visiting your site significantly increase. It also means that people are looking for very specific things, and are close to making a purchase. So long-tail keywords have an excellent ROI.
Using the same example, a healthcare provider looking to engage a coding agency will most likely be searching with the long-tail term as mentioned above. An agency providing medical coding will have a higher chance of ranking with the specific term, and more likely to close the deal if they meet the requirements.