Keywords are very important. They ensure that people reach your site through search engines. But it is also very important to go into detail with your keywords. When people enter the word 'laptop', they get a lot of search results. People who are really interested in buying your product or service will go into more detail. The brand, model, color... You name it. By using longer, more specific keyword phrases, better known as long tail keywords, you will be better found on more specific terms. For example, if we apply this to the keyword 'laptop', it's better known as 'Apple MacBook Pro Retina 13.3''.
Long tail keywords provide a higher click-through rate because it often concerns a very specific product or subject. This is also quite logical because a visitor knows very specifically what he is looking for. Because long tail keywords have less competition, they are also ranked at the top of the search results more quickly. So it is clear: focusing on long tail keywords is very interesting. They score easier, faster and ensure a higher conversion rate.