A head term or keyword only consists of 1-2 words and that's it. So for example "meal" or "meal plans". These words are a lot more competitive than long tail keywords and generate high search volume.
It's extremely hard to rank high using a head term because it attracts higher search volumes and tends to be a broader keyword used by other competitors.
Marketers use long tail keywords over head terms because those searches are more likely to end in transaction.
For example, if you are using the head term "meal" that is going to come with an extremely high search volume, making it a competitive market. But if you were to use the keyword phrase "fresh meal plan delivery" your search is a lot more specific and will target people looking to buy.
The trick is to focus on a specific audience so your ads and marketing aren't wasted on people who are uninterested and drive up click-costs with no outcome.
The example below is brought to you by HubSpot Research.