What does Long Tail mean?

Long tail refers, in online marketing and SEO, to less frequently searched but usually more specific search queries. They typically consist of several words and describe the user's need or intent more precisely, for example “women's trail running shoes” instead of the general term “shoes”. Individual long-tail keywords have lower search volume, but together they can make up a significant part of a website's organic traffic. They often also have lower competition and reach users who already know more precisely what they are looking for. In e-commerce, they are therefore used in SEO for product pages, categories, articles or when creating PPC campaigns.