How we search has changed in recent years.
It used to be that people primarily searched for basic keywords - if you were taking a trip, you typed in the name of the place, maybe you added the words "hotel discounts" to it.
But today, people are searching for answers to more specific questions, and that's turned search engine optimization on its head.
Keywords are categorized as both short-tail (broad) and long-tail (narrow) queries.
Short-tail keywords are broad, but are common terms your customers would use to find you - for example, if you operate a plumbing business a short-tail keyword might be "plumber" or "Tampa plumber" adding in location to direct search traffic a little more efficiently.
Long-tail keywords, meanwhile, are more targeted than short-tail queries, and address, more specifically, what people are looking after.
Take a look at this infographic from SalesForce for more insights into long-tail queries, and how to use them in your content strategy.
This post originally appeared on Irfan Ahmad's blog.