Here's a real business example of how important the long tail search can be to your company. I've changed the keywords that actually delivered the success, but the principle could be the same across a number of b2b markets.
Top Level Phrase "HR Software" delivers 100's visitors a week but the quality of traffic varies enormously and it doesn't deliver that many qualifiable leads.
Long Tail Phrase "Integrate HR software with SAP" delivered 1 visitor. This visitor called the office to arrange an immediate meeting with his project team and there is a £100K opportunity in the pipeline as we speak.
This isn't a one-off. The site in question receives numerous direct enquiries as a result of 100's of long tail search phrases we built into the site.
So there you go . . . if you wanted to know if the long tail is worth anything . . . it was in this case . . . to the possible tune of £100k.
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