Have you ever typed a full sentence into a search engine box? Maybe something like "I need to find a good plumber in Savannah, Ga." Maybe you haven't - but your customers might be.
To get a glimpse into the mind of your websites visitors, use the new Google Analytics format, and under Advertising -> Adwords, look for "Matched Search Queries." Don't look here until you have enough spare time to browse through all the fascinating, educational and sometimes just plain odd phrases that your visitors have used to find your site. If you are a digital marketing geek like me, you won't be able to pull yourself away. It's great reading!
I have seen many instances of search phrases that exceed 12 words, and read more like a sentence or a question than a search term. The gold mine here is the terms or phrases that are in you customer vocabulary - but might not be in your targeted keywords for organic and paid optimization. Additionally you might discover negative keywords that you missed.
Have fun!
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