Long tail search goes far beyond normal organic SEO and deep into local search. Mary Bowling is speaking at SES San Jose about the long tail of local search.
All relevant search to brick and mortar businesses is local search. 30% to 40% of searches have local intent and search engines have to identify this local intent.
What is the long term of local search? Even if your main search terms is “denver plumber”, what are the types of terms which can be used to search for the same meaning or business, but not using those specific keywords.
- Toilet tank repair
- Clogged toilet
- water heater parts …etc.
Enter brand names :
- Whirlpool water heater parts
- Kohler sink repair
Enter local destinations :
- water heater parts in Denver
The possibilities are more or less endless and can be prioritized via running the terms via Wordtracker and other trend and keyword research tools.
Long tail equals lower PPC rates, higher click thru percentage and higher quality scores. Also, optimization for these terms is quite easy in different markets.Intralinking from already optimized pages to these internal pages works well.
Mary suggests using blogs to harvest long term traffic because of quick spidering and optimized plugins which make the blogs more Google friendly. Mary also recommends using long tail local search terms in Google Maps, especially in the attributes section of Google Maps, along with other authority social networks, but focuses on taking full advantage of the Google Maps attributes.