‘How They Search’ Is as Important as ‘What They Search’
No one searches the same way. To optimize your site, get a handle on where people are getting frustrated, and find out what terms they use — you’ll need head/tail analysis to do a thorough query analysis.
Head queries make up the largest volume of queries and tend to be short words or phrases. Tail queries are a higher volume of fewer queries that tend to be longer words or multi-word phrases. The torso is everything else in between.