Long tail
Also: long-tail, low-volume queries
A mass of rare, specific queries that together bring more targeted traffic than a few big ones.
The long tail is phrases like "handmade gift for husband's 40th birthday": each one has few impressions, but there are thousands of them, and the buyer behind them is ready to act.
The long tail forgives mistakes: fewer competitors, cheaper promotion, higher conversion. A young site is wise to start right here.
Full explainer
Long tail: why 200 rare queries beat one big one →