At present, the longbow needs help. Its an underpowered weapon even when traited (and that goes for Rangers as well as Warriors). If bows are your thing, I'd recommend the Shortbow and put 20 points in Skirmishing for Quick Draw. Save your longbow for occasional fights when distance is more important than damage (such as from Keep walls in WvW). Sword/Warhorn is one popular option. Greatsword is another.
Skills I would highly recommend no matter what build you run: 5 points in Wilderness Survival (with the endurance being resupplied, you get 3 dodges to everyone else's two dodges); 5 points in Beastmastery (when swapping pets, you get 2 seconds of swiftness which is a nice damage increase and helps put points into your pet).
Currently, I'm testing a 20/20/5/15/10 build with longbow and shortbow. Marksmanship for extra longbow range and +5% damage (longest range of any weapon in the game). Skirmishing for Quick Draw (both longbow and shortbow increase firing rate by 20%). 5 points in Wilderness Survival for increased endurance (dodging). 15 points in Nature Magic for the regeneration buff, increased regeneration from Healing Spring, and shared boons with pet (so when I regenerate, so does my pet). And 10 points in Beastmastery for both the quickness and pets heal more (which synergizes with Nature Magic regeneration).
One thing to remember: Your pet is a significant part of the Ranger's damage output. Pets account for 1/3rd of all the damage you do. A dead pet means your damage output drops to only 2/3rds what other players do. So be mindful of your pet. Investing in your pet can be worth losing points for yourself. So don't be afraid to juggle the numbers even more if you need it. Prior to the build listed above, I dropped all points in Marksmanship and had 30 points in Beastmastery for a very strong pet. Also, pets don't benefit from your gear. All those stat bonuses are for you alone. The only benefits your pet gets is what comes with it and the traits you select. So if you need to sacrifice some trait "power" to buff up your pet, you can still compensate with "power" gear (or whatever other stat you want for yourself).