The Return of Long-Tail Keywords: How AI search rewards precise questions

The success of an online store, website, shopping campaigns, Google Ads and other campaign types often goes hand in hand with visibility. After all, those who achieve top rankings in the search results can usually look forward to a higher conversion rate and better sales.

But how well a company ranks in the search results on Google and other search engines depends on various SEO measures. As SEO trends are changing and AI algorithms are getting involved, you should keep your finger on the pulse.

We shed light on the success of long-tail keywords in the age of search with artificial intelligence. You’ll also get some tips on how you can gradually gain more visibility in search results with ads, posts and other content.

What are long-tail keywords?

Unlike keywords that consist of one word, long-tail keywords are specific search phrases usually containing more than three words. Although longtails tend to have a lower search volume in search engines, they score points because they are more specific, cover the search intention better and therefore mean more success for the conversion rate.

What are the characteristics of long-tail keywords?

Long-tail keywords are characterized by the following factors:

• Consist of more than three words.
• They come in various forms such as phrases, questions, descriptions or call-to-actions.
• Have a lower search volume and less competition.
• Cover the search intention of the target group.
• Provide specific details such as location, dimensions and other data to help users find what they are looking for more quickly.

Examples of long-tail keywords

The following examples show why long-tail keywords can be worth their weight in gold instead of individual keywords:

Keyword	Longtail keyword
User Experience	Improve the user experience on the website
Project budget	How do I set a budget in projects?
Privacy	Customize privacy settings in Google
Bounce rate	Bounce rate simply explained
Table of contents	How do I create a table of contents?
Return on investment	Calculate return on investment (ROI) with formula

The examples show: Long-tail keywords give context, show that you have understood the search intention and what the user will find on your website.

How is artificial intelligence changing modern keyword strategies in online marketing?

Google’s AI Overview and AI Mode and other AI searches favor precise questions and answers, actionable content, structured data, mobile optimization and relevant content. When it comes to search engine optimization, keep in mind that Google’s latest SEO trends are not about keywords, but about meaning, intent and relevance.

Long-tail keywords are therefore making a comeback in SEO measures. They sharpen the content, show what customers expect and whether the content/ad has relevance for the user. Helpful content has a higher chance of generating visibility in AI Overviews and AI Mode.

The change in the search itself has also contributed to the return of longtails:

• Google Assistant: Voice search has made queries more intuitive. Google itself confirms that with voice input, 70% of users formulate their queries to the Google Assistant in natural language instead of using keywords.
• AI Overviews: With the introduction of AI searches and AI overviews, users are asking more questions, while the questions themselves are becoming more complex and longer.
• AI Mode: Google AI Mode makes it possible to cover even more complex topics. Shortly after its launch, Google noticed that users were asking questions that took three times longer than conventional queries – an invitation for long-tail keywords to become part of a modern SEO strategy.

As searches become more natural and contextual, long-tail keywords are the answer. They precisely match the user’s intent, provide helpful answers and increase your chance of appearing in AI responses.

What are the advantages and disadvantages of long-tail keywords?

With long-tail keywords, you have less competition, lower costs and better conversion. At the same time, the risk of zero clicks increases and the search volume of queries tends to be low.

Taken together, companies using long-tail keywords have many advantages for their online presence in various media. However, there are also some disadvantages:

Advantages of long-tail keywords	Disadvantages of long-tail keywords
more specific resultsless competition for the keywordsoften lower click pricesattract users with a specific needusually better conversionlower keyword cannibalizationhigher visibility on AI panels in search engines	Some SEO tools do not recognize themMostly lower search queriesRequire keyword strategy updateHigher KPI requirementsRisk of zero-click searches increases (for some long-tail keyword types)

What effect do long-tail keywords have on click-through rate (CTR) and conversion rate?

You can divide long-tail keywords into different types, each of which is suitable for a different type of campaign. After all, they each pursue different goals and have different effects on the search itself.

What are the 4 types of long-tail keywords?

You can differentiate longtails according to their search intention: informative, commercial, transactional and navigational. If you choose the right format for the campaign type, you can improve visibility and sales in a targeted manner.

• Informational: These long-tail keywords aim to inform users and provide answers to specific questions. Users themselves often use W questions, which is why companies can also focus on these. Example: Which SEO tools can I use when optimizing search terms?
• Transactional: Transactional long-tail keywords are geared towards direct purchase or trading intentions (e.g. for online stores or service providers). Users search for specific criteria (e.g. size or budget) that match their search. Example: Women’s winter boots, lined, size 38, black, buy online.
• Commercial: Companies use these long-tail keywords to reach users who have an intention to buy but have not yet made a decision and are comparing services or products. Example: Best SEO agency for visibility test.
• Navigational: Here, the user already knows exactly where they want to go and uses the search engine to get there. This could be a search for a brand or a specific page. With long-tail keywords, companies can therefore serve as navigators for the target group. Example: TRYSEO agency AI Consulting.

How do long-tail keywords affect click-through rate (CTR) and conversion (CR)?

Long-tail keywords often lower the CTR for informative queries, but increase your visibility in AI responses and panels. Commercial longtails, on the other hand, deliver solid CTR and qualify better, while transactional longtails usually deliver the highest CTR and CR because the call to action is clear.

Therefore, measure the KPIs CTR and CR separately by intent and choose the right strategy.

Keyword type	Zero-click risk	Expected CTR	Expected CR	Goal/ Strategy
Informational	high (AIO)	low-medium	medium	Optimize your content for AIO. Formulate long-tail keywords as questions or in explanatory answers. A direct answer in 2-3 sentences and a checklist will help you gain more visibility.
Transactional	low	medium-high	high	Refine the SEO strategy to get more clicks and sales. Consider a strong call to action in the content strategy as well as specific details in the longtails such as (size, location, etc.).
Commercial	medium	medium	medium-high	Generate clicks with the SEO strategy and qualify the leads. Incorporate comparative or recommending search terms into your longtails.
Navigative	low	high	high	Guide your users directly to the target with jump links and formulate brand long-tail keywords.

Info on zero-click: The Pew Research Center found that the click-through rate can drop significantly when AI answers appear for the search. For example, a drop from 15% to 8% is possible. However, don’t forget that zero-click can also be an opportunity, as it represents a higher likelihood that the search engine will display your answers in AI panels, which can reinforce your brand and credibility.

Tips for keyword optimization in the age of AI

Do you want to achieve top rankings in search results, pick up on SEO trends and increase your visibility? Then here are some tips that you can use for online marketing campaigns and keyword optimization.

• Goal: The goal of your campaign determines the specific search engine optimization measures. What do you want to achieve with posts, Google Ads and other content? Do you want to appear in the AI Overview or increase conversions? Choose long-tail keywords that will help you achieve your goal.
• Target group: For your campaigns to be successful, you need to choose the right long-tail keywords for your target group. So put full focus on analysis to understand their search behavior and optimize accordingly. This way you can deliver what they are looking for. Google has long emphasized that helpful content also performs better in the ranking system.
• KPIs: Some KPIs such as click-through rate are becoming less important in the age of AI systems. Instead, improve E-E-A-T signals, measure conversion, visibility in AI responses and other relevant criteria. Don’t neglect the core web vitals either.
• Questions: Formulate frequently asked questions as long-tail keywords or as a compact answer to them.
• Avoid cannibalization: Use long-tail keywords to further differentiate related topics from one another. This avoids cannibalization and helps the search engines to place you more precisely in the search results.
• Tests: Depending on the intention, a certain combination of search terms will help you to achieve a better ranking than another. An A/B test can help you to find the optimal keyword strategy.

Of course, every company needs an individual strategy for SEO content, media contributions, online stores and Google Ads campaigns. It is therefore best to go through the points step by step and think about what will help your online presence and how you would like to set up your online marketing in the future.

Last tip? You don’t have to take keyword optimization for your target group into your own hands. SEO agencies are experts in search engine optimization, are familiar with all SEO trends and help you to optimize your visibility with the right SEO strategy.

Conclusion: No content strategy should be without long-tail keywords

Companies with top rankings not only consider the search terms of their target group, users and customers in content marketing, but also align their SEO strategies with today’s technology. Artificial intelligence loves structured data and is changing the nature of searches and search results.

With the trends in search engine optimization (e.g. voice search, AIO) and online advertising, there is no way around long-tail keywords. Therefore, focus your SEO strategy on precise long-tail keywords that can bring you to the top in terms of visibility.

FAQ: The most important questions about long-tail keywords in SEO

Has SEO become obsolete due to search via AI systems?

No, but the focus of an SEO strategy is changing. It’s less about optimizing individual keywords and more about intent, evidence and relevant answers. AI searches need reliable sources and long-tail keywords can be a tool to generate traffic for websites and gain visibility on Google and co.

What counts as a long-tail keyword?

Long-tail keywords are keyword phrases, questions and call-to-actions with more than three words. The combination of search terms leads to a higher level of intent, less ambiguity and therefore often to better click-through rates and a higher probability of conversion.

Why should companies rely on long-tail keywords for their keyword strategy in times of artificial intelligence?

Because the nature of searches and the way search engines work are changing. Thanks to artificial intelligence, the focus is no longer on keyword-heavy content, but on content that fulfills the search intent of the target group. Companies can use long-tail keywords to emphasize relevance for users.

Do long-tail keywords pay off despite the lower search volume?

Yes, you will generate fewer clicks with these, but you will benefit from a higher conversion as you attract users with a clear intention. So don’t make your success dependent solely on the traffic your website or online store generates. Also keep an eye on other crucial KPIs such as CR.

How does the use of long-tail keywords affect online stores, websites and Google Ads?

If you make clever use of long-tail keywords in your SEO strategy, this will have a positive impact on the visibility and placement of your store, your website or your ads. The combination of search terms reflects the specific search intentions of users and can produce highly qualified traffic.

Do long-tail keywords contribute to higher E-E-A-T?

Companies can indirectly increase the E-E-A-T with long-tail keywords. They show search engines that they understand the user’s search intention and can cover specific queries with their expertise. Specific content is also a factor that contributes to a higher dwell time for users, which in turn speaks for the quality of the content.

How does a keyword analysis work and why is it equally important for ads campaigns and mobile optimization?

During the analysis, a tool identifies the search terms of the target group and evaluates them according to criteria such as relevance, search volume and competition. Before the start of a Google Ads campaign, the analysis helps you to determine the budget for the ads and tailor them specifically to the users. Is it about the local behavior of mobile users? The analysis helps you to develop an SEO strategy to increase your local reach and improve the user experience.

References:

Think with Google Research Team. (2017, May). Google Assistant user statistics. Think with Google. URL: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/google-assistant-user-statistics/

Reid, L. (2025, August 6). AI in Search is driving more queries and higher quality clicks. The Keyword (Google). URL: https://blog.google/products/search/ai-search-driving-more-queries-higher-quality-clicks/

Google Search Team. (2025, October 7). AI Mode is now available in more languages and locations around the world. The Keyword (Google). URL: https://blog.google/products/search/ai-mode-expands-languages-locations/

Chapekis, A., & Lieb, A. (2025, July 22). Google users are less likely to click on links when an AI summary appears in the results. Pew Research Center – Short Reads. URL: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/

Google Search Central. (2022, August 18). What creators should know about Google’s helpful content update. URL: https://developers.google.com/search/blog/2022/08/helpful-content-update?hl=de