Target short-tail key words: Short-tail key word is also termed as “head terms” that typically contains two key terms. These two or sometimes even three indicate the two key areas-one, industry in a broad sense; the other, niche or targeted segment. For example, “trainers “, “Oracle trainers”, or Digital Marketing”. The whole idea is to communicate to the visitors in the search engine and engage them to further search if the key words appear relevant and meaningful l to the site visitors.The advantage of employing short-tail key words is that the site becomes potent to generate large number of the visitors, which can be ranked with patience and a bit hard work. The disadvantage is that it is highly competitive, low intent to purchase, and thus low conversion rate.
Source : http://www.edustudy.org/blogs/detail/difference-between-enterprise-seo-and-traditional-seo-69