What can I do to stop ranking for a keyword that has nothing to do with the companies website?

[ReviveMedia]

A website that we maintain keeps ranking for the keyword 'homeless shelter'.  The company is UTILIS USA and they produce heavy duty shelters for military personnel.  They have nothing to do with homeless shelters but continue to receive traffic concerning the phrase.

[TheeDigital]

Are there any links pointing to the page or domain containing homeless or is there word homeless on the page getting traffic?

[KevinBudzynski]

You do have "home" in the alt tag in a few places: alt="utilis-tents-navigation-home-button". This plus the shelter kw's may be enough to get indexed for that phrase. The alt on this page is useless, so try removing it.

[Cyrus-Shepard]

It's quite common. Moz tends to receive a lot of traffic for "porn"

Go figure.

If it's not a lot of traffic and it's not causing too many problems, it may not be worth the effort of trying to "unrank" for the word. Otherwise by removing important keywords from you on-page elements you may inadvertently unrank for other important terms.

[CleverPhD]

Are you sure this is not a personalization effect?  I searched "homeless shelter" but did not see your website anywhere.  I also ran it through the Moz rank checker and  http://www.utilisusa.com/ is not ranked in the top 50 for "homeless shelter".

My bigger question is "so what?"  If you sell a bunch of military grade soft-wall shelters to organizations that use them as homeless shelters, sounds like you have a new revenue stream.  If anything, you could use it as a marketing angle.  Donate some shelters to the Red Cross, show how your shelters made a difference in a recent disaster recovery.   Sounds like some pretty awesome, durable structures if they can help people out of difficult situations.

[CleverPhD]

There's a joke in there, but I'm going to let someone else tell it.

Cheers!

[CleverPhD]

Addendum - I think I found the connection.  I searched a combo of brand and keyword  "utilis usa homeless shelter" and found these lovely results on page 1 in Google

https://www.chamberofcommerce.com/fort-walton-beach-fl/1158721-utilis-usa

http://www.hellodestin.com/local-businesses/utilis_usa/601399199/

http://www.citysearch.com/profile/601399199/fort_walton_bch_fl/utilis_usa.html

Page 2 has

http://oddpath.com/odd/?profile=601399199&name=

http://www.hotfrog.com/Products/Military-Shelters

Interestingly, the Hot Frog page is the category of "Military Shelters" but in the description of your various competitors in that arena - some list "Homeless Shelters".

Somewhere your company was listed under the local business of "homeless shelters" so this information is being propagated across various local listing sites such as above.  Google scrapes this data and so is therefore associating you with that category. Looks like an effect of Hummingbird possibly making some of these connections as well.

I still stand by my "so what" statement above, but if you wanted to take action, you need to clean up your local citations.  The Moz Local tool would be a place to start, but you can contact the above websites directly as well.  I concur with Cyrus though, not sure if it is worth the effort.

Cheers!

[RobMay]

I love the 'marketing angle' spin to this whole thing for the shelter structures. !! Great idea.

[benjaminmarcinc]

Do you have the word homeless anywhere on your site? or even home?

[WilliamKammer]

What do you call a porn-addicted Mozzer? A person with a lot of link juice.

Yeah, I heard Moz gets a lot of porn traffic. I also heard they get a lot of unauthorized backdoor entries.

Something something DDOS attack. Something something too many partners.

I'll be here all week, or until Moz bans me.

I'm sorry. I'll go back to spreadsheets.