Here’s where optional stuff is put. Trying out the latest Firefox beta? Install it to /opt where you can delete it without affecting other settings. Programs in here usually live inside a single folder whick contains all of their data, libraries, etc.
This is where most manually installed(ie. outside of your package manager) software goes. It has the same structure as /usr. It is a good idea to leave /usr to your package manager and put any custom scripts and things into /usr/local, since nothing important normally lives in /usr/local.