Ask yourself, what have you typed into search engines lately. Do you often perform one-word searches? How about two? My guess is that your search queries are getting longer and longer — in fact, they are probably questions and full sentences that start like this:
How do I…
Where can I..
Furthermore, with the growth in mobile search, you might actually be speaking your search out loud. Are you more likely to say “OK Google. Natural History Museum Hours”. “OK Google. What time does the Natural History museum close?”
Naturally-spoken, long-tail keywords should be part of your keyword approach and should be integrated into your content strategy. What questions do people ask, and how will you answer them?