Getting more traffic with the long tail refers to using keyword strings that people use to search for products and services. It is far easier to compete on longer strings than on tight one word searches and here’s why. Google will look at websites and decide how pertinent the information is on the search criteria. If you look at the using Google more effectively tutorial I made you can see the difference in results for shorter less defined strings. You can have 800 000 or more broad results for a keyword like Kruger Park Safari but only 28000 or so for the tight match Kruger Park Safari. Where would you prefer to compete?
You get fewer searches done with long tail but a far higher return. It is in your best interest to find a few phrases that get reasonable results and use them to get more traffic. In my business I am consistently looking for long tails and applying them. I have a few long tails that give me consistent results. a few each maketh many total. “A few pennies here a few pennies there and the pounds add up” as my Grandad used to say. Pity it took me this long to understand.
In order for you to see the power of this, Search Google for “getting more traffic” One of my sites was number two this morning for both the broad match and the tight match using this term. I am aware that this is not a good “traffic generator” but it makes a great example.