Harness Long Tail Keywords to Unlock SEO Success

When it comes to local SEO, focusing on long-tail keywords can be the secret weapon that helps your business rise above the competition. While broad keywords like “plumber” target a wide range of queries, long-tail keywords are specific search phrases (e.g., “24-hour plumber in Longmont”) that better match the intent of potential customers. These longer, more targeted phrases can deliver more qualified traffic and make it easier for local businesses to rank in search engine results.

In this post, we’ll explore why long-tail keywords are essential for dominating local search and how you can use them to attract more customers in your area. In a previous post we covered, Top 7 Benefits of Local SEO for Businesses.

Long-tail keywords are search phrases made up of three or more words that focus on specific intent. These keywords may have lower search volume, but they usually come with less competition and higher conversion rates because they more accurately reflect what a user is searching for.

For example:

• Broad Keyword: “hair salon”
• Long-Tail Keyword: “affordable hair salon for kids in Longmont”

The specificity of long-tail keywords means you can attract users who are further along in the buying journey. They know exactly what they want, which makes them more likely to convert into customers.

While short, generic keywords are highly competitive, long-tail keywords allow your business to target a more specific audience with less competition. Larger companies and well-known brands often dominate broad keyword searches, but long-tail keywords give smaller local businesses the opportunity to rank higher for niche, location-specific searches.

• Example: If you own a small bakery in Longmont, CO, it’s tough to rank for the keyword “bakery.” However, using a long-tail keyword like “best gluten-free bakery in Longmont” helps you reach a specific audience with less competition.

Users who search with long-tail keywords typically have high intent. They know what they want and are looking for something specific, making them more likely to take action. In local searches, this often means visiting a store, booking an appointment, or making a purchase.

• Example: Someone searching for “best Italian restaurant near Times Square” is much closer to visiting a restaurant than someone who just searches for “Italian food.”

By focusing on local long-tail keywords, you’re reaching users who are ready to make decisions—and more likely to convert.

The rise of voice search on mobile devices and smart speakers has led to more conversational search queries. People tend to ask full questions rather than type short phrases. This means long-tail keywords often reflect how users naturally speak and search, which makes them perfect for optimizing for voice search.

• Example: Instead of typing “plumber Longmont,” someone might say, “Who’s the best plumber near me that’s open 24 hours?”

By optimizing for these long-tail, conversational queries, your business can show up more frequently in local voice searches.

Long-tail keywords often include geo-specific information that helps Google understand where the user is located or where they want services. This is especially important for local businesses because adding locations to your keywords can dramatically improve your search visibility for users in your area.

• Example: A fitness gym in Longmont should target keywords like “spin classes for beginners in Longmont” instead of just “spin classes.”

By optimizing for long-tail keywords that include your city or neighborhood, you’re more likely to rank for searches from nearby customers.

Google’s autocomplete feature and “People Also Ask” boxes are great tools for identifying long-tail keywords. Simply start typing a relevant phrase, and Google will show you suggestions based on what people are searching for. You can also click on the “People Also Ask” boxes to discover related questions and keywords that reflect user intent. Here’s a previous post explaining how the Google Algorithm works.

Use keyword research tools like SEMrush (paid), Ahrefs (paid), or Google Keyword Planner (free) to identify long-tail keywords related to your business and location. These tools help you find keywords with lower competition and higher relevance for local searches.

• Example: If you own a florist shop, tools like these can help you find local long-tail keywords like “flower delivery in downtown Longmont” or “same-day wedding flowers Longmont.”

Once you’ve identified relevant long-tail keywords, incorporate them into your website’s on-page SEO elements:

• Title tags and meta descriptions
• Headlines (H1, H2)
• Body content
• Image alt text
• URL structure

Additionally, create localized blog content targeting long-tail keywords. For example, a blog post titled “Top 5 BBQ Restaurants in Longmont” will help your business rank for location-specific long-tail searches.

Make sure your Google My Business (GMB) profile is fully optimized with long-tail keywords related to your business. GMB plays a crucial role in local SEO, and including long-tail keywords in your business description and service listings can help your business rank higher in Google’s local pack.

• Example: If you run a HVAC company, use specific long-tail keywords like “emergency HVAC repair in [City]” in your GMB profile.

Long-tail keywords are a powerful, underutilized tool in local SEO, offering significant advantages for businesses looking to stand out in competitive markets. While broad keywords target a wide range of users, long-tail keywords allow you to hone in on specific, high-intent queries that better reflect what your customers are actively searching for.

By focusing on long-tail keywords, you can:

• Reduce competition and improve your chances of ranking higher, especially against bigger brands.
• Target user intent, attracting visitors who are closer to making a purchase or booking a service.
• Optimize for voice search, which is increasingly important in local SEO as users ask more conversational queries.
• Increase local relevance by including location-specific keywords, making it easier for potential customers in your area to find your business.

Incorporating long-tail keywords into your website content, blog posts, and Google My Business profile will enhance your visibility and drive more qualified traffic—people who are not just browsing, but ready to convert into customers. To dominate local search, it’s time to shift your focus from broad, competitive terms to highly targeted long-tail keywords that speak directly to your ideal customer’s needs.

Start identifying long-tail keywords today and optimize your content for local SEO success. As search trends evolve, long-tail keywords will remain one of the most effective ways to connect with your local audience and stand out from the competition.