The simple answer is that you need to optimise your web page to make sure that Google receives the right signals from your page. Unfortunately, this is easy said than done as theres a thin line that separates optimisation and over-optimization. Optimisation will increase the pages rankings, while over-optimisation can lead to exactly the opposite results.

Here are few tips for optimising your web page for a keyword by Alex Chris

  1. Find baseline ranking
  2. Explore variations
  3. Revise and confirm expectations
  4. Review on-page SEO
  5. Think internal
  6. Relevance of the rest of the pages
  7. Use social media wisely

 

See the full article by Alex Chris published on Content Marketing Institute