With time, competition between products, services, websites, and marketing experts trying to optimize sites for specific keywords became much fiercer. At the end of 90s, it was possible to reach Top10 by buying a set of links. Today, it would be considered a spam and cause more harm than good. That is why nowadays small and medium-sized companies find it hard to reach Top10 for highly competitive phrases as top positions are taken by bigger or older companies. SEO experts have started focusing on other aspects of keywords – their accuracy and competitiveness.
According to the long tail concept, SEO agencies focus on niche keywords that typically include 3 or more words and are much easier to be properly positioned thanks to less competition. The disadvantage of the discussed solution is the fact that single long phrases are characterized by a much lower search volume than those including 1 or 2 words. However, it is still worth considering them, for long tails are much cheaper than those more general ones