There are different approaches to choosing a keyword phrase for your posts or pages. You can choose to optimize your article for a short, generic keyword. These are the most common keywords that get a lot of search traffic. But they also have a lot of competition.  You can also choose to optimize for a longer, more specific keyword phrase, represented by the tail in the image above. These longer key phrases are also called long-tail key phrases. They get less search traffic than short-tail keywords but generally have a higher conversion value.