During the marketing campaign the stress is put on high ranking in Search Engines for carefully chosen keywords related to the product to sell. The highest position on SERP pages, more people visiting the site pages.
The key strategy is to choose popular terms used by many people when type question into the SE box.
The phrase can consist of only one or two words 'travel' ' cheap travel', or be a combination of narrowed keywords called long-tail queries.
The long tail is for example 'cheap travel to Poland in September' and includes more specific terms for search engines.
Jeffrey Smith in his post for seo design solutions says "...Arguably individuals, who use 'long tail search queries' are typically looking for more than just information. they are closer to the end of purchasing cycle as a result of them seeking more relevant results..."
They are more willing to get the product - subject of their search - better customers willing to act.
However according to his opinion the 'long-tail' strategy works best for large sites with many indexed pages. Sites with 20 or so static pages are to choose narrow separate high ranking keywords.