Long tail keyword phrases are consumer keyword phrases, usually containing 3 or more words, with which a search engine user will focus their query in order to obtain more relevant search results.

An example:

Querying “Bathroom Fixtures” yields a variety of manufacturers and retail locations.

“Kohler Bathroom Fixtures Boston” may yield very different results and be an applicable long tail phrase if you sell that certain brand of bathroom fixture from a showroom in the Boston area.

Adding the following emphases to important phrases can be helpful.

long tail keyword phrase seoAdd header tag <h1, h2, h3…,

link with title tag and good anchor text,

underline or italic

bolden your long tail keyword phrase

These emphases make the phrases more noticeable to users and search-bots.

When thinking of long tail phrases to add to a website, common words I’ll consider adding are ‘buy online'(if it’s an eCommerce site), get, find & of course, the location.

Tutorial: simple explanation of long tail keyword phrases in SEO.