Long-Tail Search Terms
A long-tail search term is a descriptive phrase comprised of three or four words often specific to a program or an institution. For example, ‘marketing mba in Los Angeles,’ rather than ‘mba degree.’ Long-tail search terms are usually less competitive and have a higher conversion potential.
For inbound marketing, you want to connect with the people who are most likely to be receptive to your message and using a long-tail search term is a way to get closer to the right-fit prospect.
Create a search strategy which includes a mix of both long tail and short tail terms. This will help to increase awareness through short tail and conversions through long tail terms.