Just took a class from Hubspot's Inbound Marketing University. (See Below). We were discussing keywords and how relevant they are to content. Keywords are extremely relevant but not in the way they used to be. A keyword is basically a search term. So when you type into a search engine a search, you are effectively typing in keywords.
Long-tail keywords are those that are longer in length and more descriptive like 'how to make a paper airplane' as opposed to 'paper airplane'. These keywords have more intent behind them and will actually help you with the more general keyword.
Content is still king and, as a result, you should base your content upon the keywords you want people to search your site for. When writing new content as in a blog post or even using social media to mention content you've written, then you should use the keywords.
Example tweet: This is a great new paper airplane design (insert link here).
Developing a Keyword Strategy (GF202)
