When doing search engine optimization (SEO) or creating content for your website, one thing to consider is what search terms will actually bring people to your site. How are these searches formatted? How many words do people tend to use? In order to get the most out of your own keywords, you have to understand what your audience is doing and what they’re looking for. You can then cater your approach to connect with them, which is beneficial both for you and for the person performing the search—who gets the results they really want.