Years ago visitors might search for "travel." Now, more experienced, their searches are more targeted: "adventure travel," "family vacation," "Disneyworld discount flights," and so on.
To take advantage of these more advanced searches, your copy needs to integrate these longer keyphrases into the copy. But how do you accomplish this without ruining the readability of the copy?
Karon Thackston has a great article in the most recent High Rankings Advisor newsletter called "Longer Keyphrases: Will Longer Keyphrases Hinder the Effectiveness of Your Copy?"
Karon has some great techniques she shares with readers, including breaking up longer keyphrases between sentences, since search engines "all but ignore punctuation."