When it comes to SEO, most small business owners focus on broad, popular search terms, things like “marketing services,” “plumber near me,” “online clothing store.” These are known as short-tail or head keywords, and while they can bring in a lot of traffic, they’re also extremely competitive.

That’s where long-tail keywords come in.

These specific, often lower-volume keyword phrases may not attract as much traffic as broader terms, but the visitors they do bring are more likely to convert. Why? Because long-tail keywords reflect high intent (i.e. people using them know what they want and are closer to taking action).

In this post, we’ll explain what long-tail keywords are, why they matter, and how to start using them to improve your website’s visibility and attract the right kind of traffic.

What Are Long-Tail Keywords?

Long-tail keywords are longer, more specific keyword phrases that target a narrower audience. Instead of targeting “coffee shop,” a long-tail keyword might be “organic fair-trade coffee shop in Ann Arbor.”

Here are a few more examples:

Short-Tail Keyword	Long-Tail Keyword
running shoes	best women’s running shoes for flat feet 2025
graphic design	affordable logo design services for startups
home renovation	kitchen remodeling contractor in Michigan

Long-tail keywords usually have:

• Lower competition 
• Higher conversion rates 
• Greater clarity about the searcher’s intent 

Why Long-Tail Keywords Attract High-Intent Traffic

When someone searches for a very specific phrase, they’re typically further along in the decision-making process. For example:

• Someone searching “marketing agency” might just be researching. 
• Someone searching “affordable marketing agency for real estate businesses” is likely ready to hire. 

That level of intent is powerful. Long-tail keywords help you:

• Reach people who are more likely to take action 
• Improve conversion rates on your site 
• Rank more easily in search results for specific terms 
• Compete with larger businesses that dominate short-tail keywords 

How to Find Long-Tail Keywords for Your Business

Here are a few ways to uncover the long-tail keywords that your audience is using:

1. Use Google Autocomplete

Start typing a phrase into Google’s search bar and see what suggestions come up. These are based on real user behavior and can give you insight into what people are actively searching for.

Example: Type “landscaping services in” and Google might suggest “landscaping services in Ann Arbor for small yards.”

2. Look at “People Also Ask” and “Related Searches”

Scroll to the “People Also Ask” section or the bottom of a Google search results page to find related long-tail keyword ideas.

3. Use Keyword Research Tools

Try tools like:

• Ubersuggest 
• Answer the Public 
• Semrush 
• Ahrefs 
• Google Keyword Planner 

These tools can help you identify long-tail keyword variations and estimate search volume and competitiveness.

4. Analyze Your Website and Analytics

Check which search queries already lead people to your site using Google Search Console. You may already be ranking for long-tail phrases you can expand on.

How to Use Long-Tail Keywords in Your Content

Once you have a list of long-tail keywords, it’s important to use them in a way that feels natural and useful. Here’s how:

1. Blog Posts

Write content that answers specific questions or addresses specific needs. For example:

• “How to Choose the Best CRM for a Small Law Firm” 
• “10 Budget-Friendly Kitchen Upgrades for Michigan Homes” 

2. Service Pages

If you offer niche services, make sure your service pages reflect that. For instance:

• “Custom Logo Design for Nonprofits” 
• “SEO Services for Local Restaurants in Detroit” 

3. FAQs

Add a section to your site that answers questions using long-tail keywords. This not only helps users but also improves your chances of showing up in featured snippets.

4. Meta Descriptions and Title Tags

Optimize your meta tags with long-tail keywords to improve click-through rates and help search engines understand the purpose of your page.

Long-Tail Keywords and Voice Search

As voice search continues to grow, long-tail keywords become even more important. People tend to speak in complete sentences or questions when using voice assistants.

Example:

• Typed: “best copywriter” 
• Voice: “Who is the best copywriter for small businesses near me?” 

Optimizing your content with natural language and question-based phrases makes your site more voice-search friendly.

Bonus: Local + Long-Tail = SEO Gold

 

For small businesses, combining long-tail keywords with local search terms is a winning formula.

Instead of just “massage therapist,” try:

• “affordable prenatal massage therapist in Ann Arbor” 
• “licensed massage therapist for back pain in Washtenaw County” 

These combinations help you target users looking for exactly what you offer, in exactly the area you serve.

Final Thoughts

Long-tail keywords might not bring the same quantity of traffic as broader terms, but they bring the right quality of traffic. People who find your site through long-tail searches are more likely to be ready to buy, book, or contact you.

If you want to increase visibility, improve SEO, and attract high-intent leads, long-tail keywords should be a key part of your strategy.

Need help optimizing your website content? At Fivenson Studios, we specialize in SEO strategies that connect your business with your ideal customers. Let’s build a content plan that works.