|What are the words of today?|
That one line, written long ago, is so appropriate when considering the words you choose to market your website to search engines.
Our culture is ever evolving. What was once a bandage became band-aid, a brand name that is now the household word for a bandage. What was once only an automobile is now more commonly referred to as a car. The same concept holds true every day of our lives. Our language is modified to include shorter words for the same things, slang that becomes common language, and brands that become household words, think "I 'googled' it," which is now included in Webster's dictionary.
This doesn't even include the shortened words used in texting and tweeting.
So when you think you've got all the right terms in place, think again. This is yet another way that search engine marketing is never "set it and forget it." Instead it's best to renew the keyword research at least yearly to assure that your site is keeping up with the evolution of our language.