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What are Long Tail Keywords? Unlock the key to Local SEO Success.

What are keywords and why are they important?

Before we discuss long tail keywords, it is important to understand the importance of keywords within the context of SEO (Search Engine Optimisation). In short, a keyword is a specific word or phrase that people type into search engines when they’re looking for information, products or services online. Keywords are crucial because search engines use them to understand what a webpage is about.

By optimising a website with relevant keywords, businesses can increase their chances of appearing in search engine results when someone searches for those specific keywords.

What are Long Tail Keywords and Why do they matter?

Imagine you’re are looking for a painter to paint the exterior of your home. If you simply type ‘Painter’ you will be overwhelmed with results, and many will not be relevant. This search term is too broad.

Similarly, if you are optimising your website, you do not want to simply target the word ‘Painter’. It is simply not specific enough. For example, let’s say someone wants to find a professional painter to paint their house. They might search for a keyword like “experienced house painter North Perth” or “affordable residential painting service Wembley.”  A painter’s website that contains keywords such as ‘experienced’, ‘affordable’, ‘residential’ will likely help the website get matched to the search query. BUT those that also target the location too are likely to end up at the very top of the Google search results. Bingo! This is where you want to be.

These longer phrases help to match you with your perfect clients and are what we refer to as long tail keywords.

Long Tail Keywords can increase conversion rates

Long tail keywords allow consumers to narrow down their online search to just a few businesses providing the services they are looking for.

If your website content correctly targets long tail keywords, you will get enquiries from potential customers that are from your target locations who also want your specific service. This is the ideal enquiry. No time wasted telling people ‘we don’t provide that type of service’ or ‘your location is not in our service area’. Instead you have pre-qualified customers lining up (virtually!).

Long Tail Keywords are perfect for Local SEO

When it comes to local businesses in Perth, Western Australia, optimising for long tail keywords is a game-changer. For example, if you operate a cleaning business in Perth, targeting a broad keyword like “cleaner” may expose you to intense competition from cleaning services worldwide.

However, by incorporating long tail keywords with local intent, such as “domestic cleaner in Perth, Western Australia” or “end of lease cleaner in Fremantle,” you significantly increase the likelihood of appearing in search results when Perth locals are seeking cleaning services. This focused approach ensures that your business reaches the right audience at the right time, driving qualified leads and conversions.

Get More Customers that are ready to purchase

Long tail keywords align with consumers who are closer to the purchasing stage. These individuals are actively searching for specific services, indicating their readiness to engage with a service provider. By optimising your website with long tail keywords that match these specific needs, you can attract motivated customers and in turn, increase your conversion rates.


Long tail keywords empower local construction businesses in Australia, to stand out amidst digital competition. By using specific and location-based phrases, builders and construction businesses can enhance their visibility, connect with their target audience and maximise their local SEO success.

Suzanne Burke
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