Every time you comment on a forum, create a blog, add a new web page, or list your local business in a directory, you are creating content that is then crawled by the search engines and used to create results page.

When a searcher types in a word or phrase into a search engine, they start a process to locate information about a particular subject of interest. The searcher will continue to add or adjust the words and phrases they use until they get the results they want. When a searcher has a specific interest in mind, they will add more words to a phrase. These individuals may have already searched the subject and know what they want already. Their need for information is specific, so their search becomes specific. This is known as the “long tail” search, so named because the searchers use more words in their phrases to get specific results.

How can this concept help local businesses? Simple. Long tail searchers have most likely done the research for a product or service and are now interested in finding a business that can supply their needs. In other words, these people are ready to buy and are looking for a business from whom they can purchase. For the local business, this means that they are looking in their area, looking for you.

This brings us back to the item of content. Search engines need content to help their searchers find what they are looking for, quickly. When a long tail searcher searcher wants a dog trainer, they will use the phrase “dog trainers Grand Rapids Michigan”. So what do you need to do? When you are commenting on blogs or forums or creating new web pages, list your special service, but so not forget to mention your local area. When you edit your forum profile, be sure to add a line saying that you are serving a particular part of a city or even a county in your state.

An added benefit of this approach is that so few local merchants use this technique, your listing will be near the top of the search results page!