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