The article referenced below is a must read for anyone developing a content strategy! Long tail search terms are becoming more and more important, especially in competitive fields where key words like "law firm" or "lawyer" are very expensive on ppc and every firm has a site littered with them.
The rise of long tail search terms come from the use of natural language in search queries. People will type or speak their search into Google in the same way they might ask a friend - "how do I find a law firm in Bristol to help with my divorce?"
This is where your content becomes more important than ever. Regular content that is relevant to your specialist area helps ensure you are well covered for many of the long tail searches that your potential clients might use to find you. Well worth feeding this in to your next content strategy meeting
For example, while a law firm specializing in divorce cases in Utah might be thrilled to get a high ranking for “law firm,” how much of that traffic is going to turn into leads? A high percentage of those searchers will be looking for a law firm outside of Utah, specializing in a different practice area. Other searchers might be looking for a job at a law firm, rather than to hire one. If this same law firm can rank high for “How do I hire a law firm in Utah specializing in divorce?” they may receive a bare trickle of visitors compared to what they would get from ranking high for “law firm,” but that trickle of visitors will be highly relevant, and very likely to convert by contacting the law firm for more information.