Conventional SEO advice often advocates for the optimisation of every page. However, it is imperative to recognise that not all pages require such extensive optimisation. Indeed, in certain instances, over-optimisation can be counterproductive. Strategic decisions must therefore prioritise user intent over mere search volume.
Delve deeper into long tail strategy with our experts at SEO Sydney and discover when not to optimise and how this can help your SEO in the long-run.
What Is a Long Tail SEO Strategy?
A long tail SEO strategy focuses on targeting highly specific search queries and usually longer, more detailed phrases that reflect niche interests or clear intent. Unlike broad “head” keywords like “digital marketing” or “shoes”, long tail keywords can have at least three or more words and look more like “affordable digital marketing services for local businesses” or “women’s running shoes for flat feet Australia.”
These keywords typically have lower search volume, but they come with two major advantages:
- They face less competition in search results, making them easier to rank for.
- They often reflect stronger user intent, which leads to higher conversion potential.
For content teams, this means capturing the full range of how people naturally search online.
Why does long tail keyword matter in 2025?
According to surveys, long-tail keywords make up the majority of all search engine traffic. Backlinko’s survey suggests as much as 91.8% of Google searches fall into this category. That means ignoring long-tail opportunities could mean missing out on the bulk of your organic reach.
More importantly, this strategy works with how Google ranks content today. Google’s algorithm increasingly favours relevance, semantic depth, and content that reflects real user intent, not just exact-match optimisation.
Why Do Brands Try to Optimise Everything
Coming from well-meaning goals of increasing visibility, driving traffic, and increasing rankings, brands often assume that more optimisation equals better performance. However, this mindset can be misguided, particularly without accounting for current search engine algorithms or user engagement patterns.
The risks of over-optimising
What most don’t realise is that trying to optimise every single page can backfire. Some of the common pitfalls include:
- Keyword cannibalisation: Multiple pages competing for the same term can confuse search engines and weaken rankings overall.
- Diluted topical authority: When too many pages are “optimised,” the site may lack depth in truly valuable areas.
- Wasted resources: Not every page needs the same level of attention, and spreading efforts too thin can reduce ROI.
- Disrupted long tail performance: Pages that were organically ranking for diverse queries may lose that edge if over-optimised for a narrow keyword.
Selective Optimisation: Less is More
In terms of long tail SEO strategy, it’s about tactical restraint rather than neglect. Here are five scenarios where this restraint can actually serve your long-term SEO goals better:
1. The page is already ranking for diverse long tail queries
Sometimes, content performs well without any SEO intervention, quietly pulling in traffic from dozens or even hundreds of long tail search queries.
This often happens with blog posts or niche landing pages that use natural, conversational language. Over time, Google indexes the semantic depth of the content and ranks it for a wide variety of search phrases.
If you decide to go back and optimise that page for a single target keyword, you could inadvertently narrow its scope, disrupt keyword diversity, and weaken its overall visibility.
Before making changes, check Google Search Console. If the page is already ranking for a wide range of relevant queries and bringing in steady traffic, it may be best left alone.
2. The page serves a high-intent audience even if search volume is low
Pages targeting long tail, low-volume queries often attract users with very specific needs. These users are more likely to convert because their intent is clear.
For example, a service page titled “SEO for solar panel installers in regional NSW” won’t attract thousands of visits, but the few that land there are already highly qualified leads.
Optimising a page like this for a broader term like “SEO for tradies” might increase impressions, but you risk attracting a less relevant audience or losing the original audience altogether.
3. The page exists for UX or support purposes
Pages like your Privacy Policy, Terms & Conditions, customer service FAQs, or even certain internal knowledge base articles exist to serve users, not search engines.
Trying to optimise these pages is often unnecessary and can clutter your site structure, confuse crawlers, or divert attention from the pages that actually matter for search performance.
Let these pages serve their functional role. They support trust and usability, both of which indirectly support SEO anyway.
4. The page already answers a specific, informational query well
One of the strongest use cases for long tail SEO is targeting niche informational queries, especially in blog content.
Let’s say you have a blog post titled “How to choose an SEO consultant for your eCommerce store.” It ranks for several long tail phrases like “best SEO expert for Shopify Australia” or “eCommerce SEO tips for small businesses.”
Going back to optimise the post for a broad term like “SEO consultant” may do more harm than good. It could shift the content away from its original purpose and cause it to lose its long tail rankings.
5. The page plays a supporting role in a broader content ecosystem
Some pages exist to support larger, more strategic pieces of content, contributing context, depth, or internal linking value rather than standing alone as primary SEO assets.
For example, if you have a comprehensive pillar page on “SEO Services for Small Businesses,” you might also have smaller sub-pages or blog posts that explore specific topics like technical audits, local SEO strategies, or Google Business Profile optimisation.
These supporting pages might not need to be fully optimised with unique focus keywords because their value lies in reinforcing the main topic and guiding users deeper into the site.
Trying to optimise these secondary pages for standalone keywords could fragment your site structure or cause topical overlap, reducing the overall authority of your main content.
How Do You Know Which Pages to Optimise?
If not every page should be optimised, the natural next question is: Which ones should be? This is where SEO strategy shifts from being reactive to intentional.
At SEO Sydney, we encourage businesses to look beyond checklists and instead focus on strategic optimisation, using data, user intent, and site structure to determine which pages need refinement.
Here’s how to make that call.
1. Understand the page’s function in the funnel
Product and service pages are often bottom-of-funnel. These typically benefit from clear keyword targeting, search-friendly structure, and conversion optimisation. In these cases, traditional on-page SEO, including target keywords, meta data, internal links, and CTAs, makes sense.
However, blog content and educational pages often live higher in the funnel. These pages are more about answering specific questions, building trust, or demonstrating expertise. Optimising them should focus on:
- Addressing real search intent
- Using clear, descriptive headings
- Including related subtopics
- Improving readability and structure
- Linking to relevant next steps
2. Let performance data guide you
Many businesses rely too heavily on SEO tools that flag pages for missing keywords, thin content, or low scores, even when those pages are already driving traffic or conversions.
Before acting on any tool’s recommendation, check:
- Google Search Console: Is the page already ranking for a variety of queries?
- Analytics: Is it getting engagement, time on page, or conversions?
- SERP presence: Is it earning clicks for valuable, long tail terms?
If a blog post is ranking for dozens of relevant queries and bringing in steady traffic, forcing it into a tighter keyword framework could actually narrow its reach and hurt performance.
In these cases, light-touch improvements like internal linking or adding an FAQ section often yield better results than a full re-optimisation.
3. Spot gaps, not just problems
Not all underperforming pages need to be “optimised” in the traditional sense. Sometimes they need to be completed with additional content, improved structure, or better context.
This means expanding on-page value rather than adding in more keywords.
4. Optimise where it aligns with your business goals
Pages that directly support revenue generation, lead acquisition, or brand positioning should always be prioritised for optimisation. They’re more likely to deliver measurable impact, faster.
Meanwhile, legacy blog content or hyper-niche posts that quietly bring in long tail traffic are best left alone, especially if they’re already ranking well.
5. Prioritise pages with strong potential but weak visibility
Sometimes, the best candidates for optimisation are pages that should be performing, but aren’t. These are often well-written, relevant pages that haven’t been structured properly for search, or simply haven’t been aligned with the right intent or keyword opportunities.
Pages like these often:
- Appear on page 2 or 3 of search results for valuable queries
- Have good engagement metrics (e.g. time on page or conversions)
- Are already indexed and getting some impressions but few clicks
In other words, they’re close to performing but just need a push.
This is where targeted optimisation makes a real impact. That might involve:
- Refining the page title and meta description to match search intent
- Improving keyword targeting in headings and body copy
- Adding FAQs or schema to improve SERP appearance
- Refreshing outdated content to align with current trends
Ready to Build a Smarter, More Strategic SEO Plan?
Knowing when to optimise and when to hold back can protect your rankings, stretch your resources further, and ultimately drive more qualified traffic.
At SEO Sydney, we help businesses take a sharper, more strategic approach to content, balancing growth with long-term performance.
Let’s map out the pages that really matter. Reach out today for an SEO strategy built on clarity, not guesswork.
