Longtail keywords can deliver traffic that is more than twice as likely to convert compared to traffic from head terms.

Businesses developing content marketing plans are faced with the challenge of choosing the best keywords to target and build information around on their sites. According to Conductor, companies often fail to consider longtail keywords. While these terms have lower search volumes, they can be easier to rank for and Conductor found they draw more convertible traffic.

According to Conductor, high volume search terms are often easier for content writers to work into their pieces, but they are also extremely competitive. Focusing on these terms should be a part of a content marketing plan, but the use of longtail keywords can offer quicker results in terms of boosting a brand’s SERP standing these secondary phrases.

Moreover, Conductor’s analysis found that those searching for longtail keywords are often closer to converting than others. The company’s research found that those arriving on a website from a longtail search were 2.5 times more likely to convert than those from shorter keywords searches.

As SEO has evolved, moving away from a strict focus on keyword density is critical to the development of high-quality content.

Regardless of the keywords a company uses, it’s important that this only be a portion of a business’ SEO strategy. Brafton recently reported that Google’s Matt Cutts said keyword density is often paid too much attention by businesses, which can lead to content that reads unnaturally.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.