General Phrase (“Folding Tables”) vs Small Group of More Specific, Easier to Rank for Phrases.

“How to Purchase Form” – General (Short Tail Keyword) vs Specific (Long Tail Keyword) form completion and conversion rate analysis.

It”s kind of obvious that more specific keywords are better, but here is some actual data I gathered from an existing SEO campaign of ours:

Folding tables:
Harder to rank for keyword, far greater search volume, often thought of as the golden ticket type of keyword, and a more general type of phrase.
Monthly Google search volume: 9,900 searches.
Folding Tables: 651 hits to the site, 1 form filled out.

Small group of specific phrases that are easier to rank for:
Much easier to rank for keywords, far less search volume, but more specific phrases.
Monthly Google search volume for all 5 specific phrases: 1,806.
Round Folding Table: 100 hits, 2 forms filled out.
Plastic Tables: 77 hits, 1 form filled out.
Lightweight Folding Table: 47 hits, 2 forms filled out.
Portable tables and Chairs: 9 hits, 1 form filled out.
Environmentally friendly folding chairs: 3 hits, 1 form filled out.

Summary
Group of specific long-tail phrases: 1,806 combined total in Google monthly search volume, resulted in 236 hits to the website – 7 Forms.
One general short-tail phrase: 9,900 in Google monthly search volume, resulted in 651 hits to the website – 1 Form.

Focusing on more specific phrases that are easier to rank for can be extremely beneficial and will be a greater part of my campaigns going forward.