82% of search engine users will re-launch their search using the same search engine as they used for their initial search, but add more keywords to refine their subsequent search.
This finding also points to the wish of marketers to not only target a few short, broad terms with their search engine optimization campaigns, but also an abundance of longer, more specific keyword phrases being queried when users are dissatisfied with the results of their initial searches.
These keywords often produce more qualified traffic and higher conversion rates.
This multitude of ultra-specific keywords that generate little traffic and few conversions each, but significant numbers of both collectively, is often referred to as the long tail. (source: iProspect)