A Long Keyword Strategy is a way to improve your chances of matching your website and related content, with search words entered by people on the Internet. The idea is that very specific terms -- with more words in them, essentially -- has a lot less competition for search words than one or two words might have. To illustrate this, let's look at a fictitious example:
A plumbing service company in Lower Manhattan, might compete with dozens or even hundreds of other plumbing service companies in the area. So how can they expect to appear at least some of the time on the first page of search results?
Because the tiny plumbing company competes with some very large service providers, they can't expect to appear early in search results when someone simply enters "plumber manhattan" into Google or other search engine. What they can do, however, is create content that matches more detailed -- but less frequent -- searches on the web. This is done by creating content that matches very narrow topics within the company's area of expertise. Instead of expecting a search for "plumber manhattan" to bring the company's name onto page one of search results, the plumber creates a number of blog postings, each talking about specific plumbing issues. Such a blog posting might have a page title
- "What to do when a leaky pipe seeps through the drywall of your condo in New York City" or
- "Locating the master cut-off valve for your apartment in Manhattan".
The long page titles in the two above examples won't match search words very often — because the longer combination of words is simply searched for only occasionally — but when they do, they stand a good chance of matching perfectly. Perfectly matched page titles with search words are something like holding a Royal Flush in the card game of poker. They don't happen so often, but they beat almost anything.
If you are a one-person plumbing service provider in Lower Manhattan, you don't need as many phone calls as a national, 500-person plumbing organizations does, so a Long Keyword Strategy might provide the handful of leads you need.
Then it's a question of numbers. The more blog postings you post to your website — assuming you have everything else in place — the "luckier" you can expect to get.
You still need a responsive website, a privacy statement, reasonable website performance, and a host of other factors in place for all of this to work. Google, particularly, punishes websites that do not behave well across all device types (desktops, tablets, and smartphones). That's what Responsive means: your website responds well to the device it is being viewed on. Try looking at your current website using your smartphone. Does it require a magnifying glass to read the text, or does it resize and reshape itself to accomodate the much smaller window it has to operate in?